Leanne Fremar, former senior vice president, executive creative director for women’s and concept divisions at Under Armour, has joined Starbucks Corp. as senior vice president, executive creative director.
She reports to Sharon Rothstein, Starbucks’ global marketing officer.
In this role, Fremar will be in charge of the creative development of all Starbucks global brand initiatives and marketing campaigns including digital creative, packaging, as well as oversight of the branding, creative and marketing of Starbucks Roastery and the Reserve brand. Her duties include the partnership with 72 and Sunny, The Integer Group and Spark, leading a more than 100-person in-house Creative Studio based in Seattle.
Fremar had been with Under Armour for nearly four years. Earlier, she was vice president, global creative director of Theory for 10 years. She also held senior roles at Gucci Group and Polo Ralph Lauren.
Fremar’s post is effective in October, and she will begin a three-week, in-store barista and coffee immersion spanning the globe.
Fremar’s departure from Under Armour in June coincided with two other key resignations from the company’s senior management team. Henry Stafford, chief merchandising officer, and Robin Thurston, chief digital officer, both resigned their roles in May.
This week, Under Armour reported that it missed earnings for the second quarter and that net income fell 58 percent to $6.34 million in the quarter, while revenues increased 28 percent to $1 billion from a year ago. Under Armour took $23 million of impairment charges in the quarter from the liquidation of one of its wholesale customers, Sports Authority Inc.
Under Armour said it will launch a new brand this fall to be called Under Armour Sportswear that will be sold in new flagships, as well as at wholesale and online. In addition, it will be partnering with Kohl’s Corp. to sell product and expects it to be in stores in 2107. The company looks to court the female customer more aggressively. Under Armour also plans to take over the FAO Schwarz space in New York on Fifth Avenue.