#613: Building brands through collaboration, innovation, and sustainability with Eric Liedtke, Under Armour

The Agile Brand with Greg Kihlstrom

The Agile Brand

Business, Marketing

5 • 2.7K Ratings

🗓️ 11 December 2024

⏱️ 27 minutes

🔗️ Recording | iTunes | RSS

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Summary

Today we’re going to talk about the power of collaboration, innovation, and sustainability in building brands that make a huge impact on consumers while leaving a smaller impression on the Earth. To help me discuss this topic, I’d like to welcome Eric Liedtke, Executive Vice President of Brand Strategy, Under Armour, formerly of Adidas and Unless Collective. Eric Liedtke has served as Executive Vice President, Brand Strategy since August 2024. Before joining Under Armour, Mr. Liedtke was the Chief Executive Officer and co-founder of UNLESS COLLECTIVE, INC, a zero-plastic regenerative fashion brand acquired by Under Armour in August 2024. Before that, Mr. Liedtke spent 26 years at Adidas Group, holding senior positions in footwear marketing and executive roles as VP of Brand Marketing, SVP of Sports Performance Brand Marketing, and Head of Sports Performance, culminating in his roles as Brand President and Executive Board Member from 2014 to 2019. RESOURCES Under Armour website: https://www.underarmour.com UNLESS Collective: https://unlesscollective.com/ Wix Studio is the ultimate web platform for creative, fast-paced teams at agencies and enterprises—with smart design tools, flexible dev capabilities, full-stack business solutions, multi-site management, advanced AI and fully managed infrastructure. https://www.wix.com/studio Register now for HumanX 2025. This AI-focused event which brings some of the most forward-thinking minds in technology together. Register now with the code "HX25p_tab" for $250 off the regular price. Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.show Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

Transcript

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0:00.0	What's the state of your website?
0:02.0	If you're looking for a new digital experience platform or DxP to run your digital experiences, I have the book for you.
0:09.0	The Agile Brand Guide to Digital Experience Platforms is part of my best-selling series of Martec books.
0:14.0	In this book, I explore and demystify DXPs and look at the roles a digital experience platform should play,
0:20.0	the different types on the market,
0:22.0	as well as how to initially evaluate platforms, then how to best implement a DXP once you've selected it.
0:28.0	The book also features a forward from Rupali Jane, Chief Product Officer at leading DXP provider optimizely,
0:34.8	as well as several other thought leaders in the industry.
0:37.7	Learn more and get a copy and print or digital now by going to the Agile Brand Guide website
0:42.2	at www.orgadigiegdegide.com.
0:48.2	The Agile Brand
0:49.3	Welcome to Season 6 of the Agile brand, where we discuss marketing technology and customer experience trends, insights and ideas with enterprise and technology platform leaders.
1:05.0	We focus on the people, processes, data, and platforms that make brands successful, scalable, customer-focused, and
1:12.1	sustainable.
1:13.1	This is what makes an Agile brand.
1:14.9	I'm your host, Greg Kilstrom, advising Fortune 1000 brands on Martec, marketing operations,
1:20.5	and CX, best-selling author and speaker.
1:23.5	The Agile Brand podcast is brought to you by Tech Systems, an industry leader in full-stack
1:27.8	technology services, talent services, and real-world application. For more information, go to
1:33.3	T-E-K-Systems.com. Now let's get on to the show. Today we're going to talk about the power
1:41.6	of collaboration, innovation, and sustainability in building brands that make a huge impact on consumers while leaving a smaller impression
1:48.3	on the earth itself.
	...

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