P-Star / Under Armour
US sportswear brand Under Armour has announced Grammy-nominated rapper Gunna as its global brand ambassador, while also naming him Creative Director of the new P-Star brand.
P-Star is the premiumised version of Gunna’s personal lifestyle apparel brand P by Gunna, which launched in 2024. Its logo features a five-pointed star embedded within the letter “P”, symbolising high standards and self-discipline. The launch of P-Star marks Gunna’s official entry into the performance sportswear sector, drawing heavily on his everyday training routine and gym style.
For Under Armour, P-Star is positioned as “a multifaceted creative platform spanning apparel and footwear, community initiatives and cultural storytelling“. The platform was jointly developed by Under Armour and Gunna earlier this year. The two have already been working together for a year, with Gunna previously appearing in Under Armour’s “We Are Football” campaign and taking part in marketing initiatives for the Bouncy Tee.
Under Armour will soon launch the first P-Star collection, featuring heavyweight T-shirts, shorts, sweatpants and a football-inspired HeatGear range, all bearing crafted P-Star branding. The two parties also plan to launch an exclusive Wunna Run collaboration in early 2027, followed later that year by P-Star Lux, a more premium apparel line.
SKIMS
SKIMS, the underwear brand founded by American reality television star and entrepreneur Kim Kardashian, has created two new positions:
- Kim Schraub has been promoted to Chief Brand Officer
- Erin Magee has been appointed Chief Design Officer
Above: Kim Schraub and Erin Magee
The responsibilities previously held by SKIMS’ Creative Director have now been divided between the two roles: as Chief Brand Officer, Kim Schraub will oversee the brand as a whole, while Chief Design Officer Erin Magee will oversee all product categories.
In her new role, Kim Schraub will continue to oversee how SKIMS presents itself externally, while taking full responsibility for retail, marketing campaigns, brand partnerships and content storytelling, shaping the brand’s identity, tone and emotional resonance across every consumer touchpoint.
Kim Schraub has been with SKIMS since its inception and previously served as Creative Director, leading the design and creative direction of its products, packaging and marketing campaigns. Before joining the brand, she served as Brand Director at Yeezy from 2012 to 2019, overseeing design, concept development and brand direction. She was also responsible for packaging, concept development and marketing communications for KKW Beauty and KKW Fragrance. Earlier in her career, she served as Executive Vice President of Design and Concept at Victoria’s Secret Pink. She began her career at Abercrombie & Fitch, where she worked from 1997 to 2002 on design and concept development for Abercrombie, Hollister and the company’s childrenswear line.
In her new role, Erin Magee will oversee all product design and creative direction as SKIMS expands globally into more categories and markets.
Before joining SKIMS, Erin Magee served as Chief Creative Officer at Supreme, overseeing creative direction, design, product development and product strategy across apparel, accessories, collaborations and special projects. In 2007, she founded womenswear brand MadeMe.
HOKA
International high-performance footwear and apparel brand HOKA has appointed Antoine Berthoud as Director of Sports Marketing for EMEA (Europe, the Middle East and Africa).
In his new role, Antoine Berthoud will oversee the brand’s sports event assets and consumer-facing marketing activations across the region.
Antoine Berthoud joined the brand as a freelance Brand Ambassador in 2013 and most recently served as Sports Marketing and Events Coordinator for Europe. He previously helped co-found sports event planning company Junior Conseil 2B sport’.
Pelago
Finnish bicycle manufacturer Pelago has appointed Mika Sarimo as Chief Executive Officer.
In his new role, Mika Sarimo will help strengthen Pelago’s position in its core international markets while continuing the company’s design-led approach to product development. The company sees growth opportunities across both conventional and electric bicycles, with a particular focus on integrated system solutions.
Mika Sarimo previously held management positions at Nokia. Most recently, he worked at HMD Global, which operates Nokia-branded mobile phones under licence alongside its own HMD smartphone brand, where he was responsible for marketing and regional operations across EMEA and other international markets.
Headquartered in Helsinki, Pelago was founded in 2009 and specialises in minimalist urban, commuter, touring and electric bicycles, as well as a range of cycling accessories including racks and baskets. Its core markets are the Nordic region, including its home market of Finland and other Nordic countries, as well as Central Europe, with a major distribution centre in Germany.
| Source: Official press releases, SGB Media, personal social media accounts
| Image Credit: Personal social media accounts
| Editor: Luxeplace
