Under Armour has appointed Eric Liedtke as EVP of brand strategy, following its acquisition of Unless Collective.

Before co-founding and becoming the CEO of Unless Collective, Liedtke served as head of sports performance, SVP of sport performance brand marketing, VP of brand marketing, and director of footwear marketing at Under Armour.

Unless Collective offers plant-based streetwear designed to leave zero plastic waste.

“Complementing our strengthened leadership team, Eric is a rare multi-disciplinary professional whose track record of consumer-centric growth will help drive our company’s evolution during this unique time,” said Kevin Plank, president and CEO of Under Armour.

“Sports, inspiration, and culture bring people together, and I am honored by the opportunity to contribute to Under Armour’s long legacy as an iconic brand that connects across these dimensions,” said Liedtke.

The acquisition is expected to be completed this week.