Under Armour Taps Adidas and Overtime Veteran Tyler Rutstein for SVP of Global Brand and Americas Marketing Role

Tyler Rutstein, a veteran of Adidas and Overtime, has been hired by Under Armour as its senior vice president of global brand and Americas marketing.

In an email to FN, Under Armour confirmed Rutstein will be tasked with ensuring brand alignment across regions while also leading the development, execution and management of the brand and channel marketing efforts in the Americas region.

Rutstein has history in the world of footwear working for industry leaders. For instance, he spent nearly seven years at Adidas, ending his run with the Three Stripes as its senior marketing manger for style collaborations in September 2019, according to his LinkedIn. His footwear industry experience also includes two years at Reebok.

Most recently, according to his LinkedIn, Rutstein was at sports media company Overtime, his professional home for more than five years. According to LinkedIn, his last role with Overtime was chief brand officer, head of merchandising.

Although the hiring of Rutstein is new, Under Armour made several leadership moves in 2024 to lead the company into the future. Most notably, Under Armour founder Kevin Plank reclaimed the chief executive officer role in March, replacing Stephanie Linnartz, who stepped down after one year. Other key moves include the addition of Yassine Saidi as chief product officer and the promotion of Kara Trent to president of the Americas in January, as well as the hiring of Yuron White as head of footwear in April and Eric Liedtke as executive vice president of brand strategy in August.

About the Author

Peter Verry is the Senior News and Features Editor for Athletic and Outdoor at Footwear News. He oversees coverage of the two fast-paced and ultracompetitive markets, which includes conducting in-depth interviews with industry leaders and writing stories on sneakers and outdoor shoes. He is a lifelong sneaker addict (and shares his newest purchases via @peterverry on Instagram) and spends most of his free time on a trail. He holds an M.A. in journalism from Hofstra University and can be reached at peter.verry@footwearnews.com.