Under Armour has appointed Franck Denglos to the role of vice president of commercial for Europe, the Middle East and Africa (EMEA), effective September 1.

In his new role, Denglos will oversee all sales channels across the EMEA, including wholesale, distributors, e-commerce, and retail, with a primary focus on accelerating growth and expanding the U.S. sportswear firm’s presence in the region. He will be based in the company’s Amsterdam office.

With over 25 years of experience across the sports, lifestyle and fashion industries, Denglos joins Under Armour from Adidas, where he was most recently president of Adidas Italy and previously held positions as global vice president of group strategy at speed and global vice president of sales and GM at international clearance/B2B.

“We are delighted to welcome Franck Denglos as our new VP of commercial for EMEA further solidifying our commitment to bringing in world-class talent that drives our business forward,” said Kevin Ross, senior vice president and managing director of EMEA at Under Armour.

“With his proven ability to lead and his sharp understanding of our business landscape, I’m confident he’ll take our commercial success to the next level. We believe that with exceptional leaders like Franck at the helm, we are well-positioned to expand our impact in shaping the future of our EMEA operations.”

The new appointment comes on the recent appointments of Yassine Saidi as chief product officer and Eric Liedtke as executive vice president of brand strategy, at Under Armour.