Lead, PR & Media Relations

Values & Innovation

At Under Armour, we are committed to empowering those who strive for more, and the company's values - Act Sustainably, Celebrate the Wins, Fight on Together, Love Athletes and Stand for Equality - serve as both a roadmap for our teams and the qualities expected of every teammate.

Our Values define and unite us, the beliefs that are the red thread that connects everyone at Under Armour. Our values are rallying cries, reminding us why we're here, and fueling everything we do.

Our pursuit of better begins with innovation and with our team's mission of being the best. With us, you get the freedom to go further - no matter your role. That means developing, delivering, and selling the state-of-the-art products and digital tools that make top performers even better.

Purpose of Role

Support Earned Media Team as a Lead, Brand PR and Communications across EMEA. Direct and collaborate with Marketing teams and PR agencies in our key markets. Help create the strategy and execution around all PR channels – Brand, Product, Athlete, and Events with direction from the team Director. The focus of this role will be in the Sportswear Category and media but not exclusive to this.

Maximize all assets and stories we have to generate brand awareness and advocacy. Be a guardian of the brand and ensure we a communicating consistently in all markets whilst applying the Global directive.

The candidate needs to be an excellent networker, having the ability to build alliances with international consumer and industry media.  They need to have a business sense in weighing options from a ROI perspective and understand the varying media needs in different EMEA markets.

Your Impact

• Help create major Brand PR moments and Earned Media experiences alongside the team to drive disproportionate Earned Media reach within key media
• Support sourcing and managing best in class PR agencies in our key markets of UK, France, Spain & Germany to create always on storytelling around our products, athletes and stories
• Work closely with Sports Marketing team to ensure constant communications around leveraging our new or existing SPM assets in the media – specifically with our Football assets
• Support our Distributor markets with PR plans, strategy and tools – so they can maximize their earned media opportunities in the right way
• Drive relationships & storytelling in social media first, youth media titles, as we target our core audience of 16–24-year-olds team sport athletes.

Qualifications

• Bachelor’s degree in PR, Brand or equivalent
• 5 – 8 years in PR and Media at brands or agencies ideally in Sportswear space
• A strong understanding of EMEA market dynamics, especially in key cities like London, Paris and Berlin.
• Fluency in English is essential; proficiency in French, German, or Spanish) is a plus
• Proven expertise in understanding fashion trends within sport cultures, such as football and basketball.
• Ability to manage multiple campaigns simultaneously, with strong organizational skills.
• Understanding of how earned media integrates with social platforms, especially youth-focused channels like TikTok, Instagram, and YouTube.

Workplace Location

• Location: This individual must reside within commuting distance from our Amsterdamoffice.
• Work Schedule: This role follows a hybrid work schedule, requiring 3 days in-office per week. This will increase to 4 days per week beginning January 2026.
• Travel: 10% of the year to key markets & events  

Relocation

• No relocation provided

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Benefits & Perks

• Paid “UA Give Back” Volunteer Days: Work alongside your team to support initiatives in your local community.
• Under Armour Merchandise Discounts
• Health & fitness benefits, discounts and resources- We offer teammates across the country programs to promote physical activity and overall well-being.
• 38 hour working week
• Hybrid work
• 28 days holiday
• Teammate Resource groups e.g. Green Machine, Sustainability, LGBTQIA+, Women in Leading and Living, Balance for mental health and wellbeing etc.
• Human Performance Institute (Gym) on site
• Local Language course when moving from abroad

Our Commitment to Equal Opportunity