Under Armour Names Amazon Exec New CMO

Under Armour has announced that Andy Donkin, who served as Amazon’s head of worldwide and mass brand marketing for the past four years, will serve as the sports apparel retailer’s new chief marketing officer.

Donkin, who Forbes says is known for “his focus on emotional connection and loyalty to Amazon,” headed up the online retailer’s ad campaigns for Amazon Prime, Amazon Fire TV, Amazon Kindle, Amazon Echo and Amazon retail, as well as other creative initiatives at the company.

He will now oversee Under Armour’s global marketing campaigns. Donkin will start on Aug. 22, according to Forbes.

Under Armour is riding high at the moment, thanks to its very visible ad campaign at the Rio Olympics with Michael Phelps, who has captured two more gold medals at the games to add to his record total and also helped introduce the world to the phenomenon known as “cupping.”

It should be interesting to see what kind of ad campaigns Donkin will cook up at Under Armour and how he will use the sports apparel retailer’s roster of popular athletes, including Phelps, two-time reigning NBA MVP Stephen Curry, PGA golfer Jordan Spieth, who is currently ranked fourth in the world, and ballerina Misty Copeland.

Prior to his time at Amazon, Donkin served as senior vice president of global marketing and media for Travelocity. He holds an MBA from Boston University’s Questrom School of Business and an MS from the University of Rhode Island, according to his LinkedIn profile.

Under Armour’s stock closed at $40.94 a share on Thursday, up 4.73 percent.