#613: Building brands through collaboration, innovation, and sustainability with Eric Liedtke, Under Armour

The Agile Brand™ with Greg Kihlström

Today we’re going to talk about the power of collaboration, innovation, and sustainability in building brands that make a huge impact on consumers while leaving a smaller impression on the Earth.

To help me discuss this topic, I’d like to welcome Eric Liedtke, Executive Vice President of Brand Strategy, Under Armour, formerly of Adidas and Unless Collective.

Eric Liedtke has served as Executive Vice President, Brand Strategy since August 2024. Before joining Under Armour, Mr. Liedtke was the Chief Executive Officer and co-founder of UNLESS COLLECTIVE, INC, a zero-plastic regenerative fashion brand acquired by Under Armour in August 2024. Before that, Mr. Liedtke spent 26 years at Adidas Group, holding senior positions in footwear marketing and executive roles as VP of Brand Marketing, SVP of Sports Performance Brand Marketing, and Head of Sports Performance, culminating in his roles as Brand President and Executive Board Member from 2014 to 2019.

RESOURCES

Under Armour website: https://www.underarmour.com

UNLESS Collective: https://unlesscollective.com/

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