A morning in Amsterdam’s Stadionbuurt district can feel like a quiet overture—a gentle hum of bicycle bells, the muted clip of footsteps in search of specialty coffee ahead of the day’s work. Inside Under Armour’s EMEA headquarters, Franck Denglos, Vice President EMEA, sets the tone for a day that will span from strategic discussions to EMEA expansions. He most likely has cycled into the office, anchored by the straightforward clarity that movement brings.
Inside Under Armour’s EMEA HQ, close to the old Olympic Stadium in Amsterdam, there’s a subtle energy that suggests forward momentum and new horizons for the brand.
Denglos greets me in a sleek, glass-walled meeting room. It’s been just three months since he stepped into this role, but you’d never know it: he speaks with a calm confidence, and his easy humour and genuine smile suggest he’s been steering this ship for years. He’s just returned from a brief walk before our meeting—an intentional habit he’s built into his routine. For Denglos, movement isn’t a luxury; it’s how he clears his mind.
“Physical activity is critical if you want a clear mind—if you want to resist stress, jet lag, all the pressures on your brain and body,” says Denglos. “I look at businesspeople as athletes. It’s not only about physical activity; it’s also about recovery, the way you eat, and how you prepare your mindset. These four pillars—physical activity, recovery, nutrition, and mental preparation—are crucial.”
He’s French by birth, though his accent, gently inflected, reveals a well-travelled palate. “I’m French, but over the last 25-plus years, I’ve mostly lived outside France—in Germany, in Italy, and now in Amsterdam. Only two years in France over nearly three decades. So I’m very European,” he remarks. This exposure to various cultures not only expanded his taste in food and wine—he laughs about once being into only French wine and then discovering excellent wine in Germany, in Italy. I, then speak of the wines Portugal has to offer, and beyond.
Denglos is shaped by a world view that’s fluid, open-minded, and adaptive. “Every country has good things,” he says, a philosophy that extends easily from cuisine to leadership.
Connecting the Dots: Cross-Functional Insight and Fast Implementation
Under Armour’s EMEA story is at an exciting juncture. According to the latest fiscal figures, Under Armour’s underlying demand and market fundamentals outside the U.S. remain solid. The report says, “In the international business, revenue increased 7 percent in EMEA.” The figures indicate that Under Armour’s core brand strength and consumer appeal outside the US have not only held steady but, in fact, are progressing positively once currency impacts are removed.
“We are going for growth,” Denglos says. “Everything is aligned—the strategy, the team, the product. We feel very confident. It’s a great time for the brand, a great time to join Under Armour.” He references a surge in Europe and the brand’s broader ambitions as a “sports house,” building beyond its training core into categories like running and football. This evolution is about more than product range; it’s about embracing the underdog mentality that defines the brand’s purpose. “We have this underdog mindset. We defy the odds. It’s not easy to win every day, but we give everything we have.”
For Denglos, whose roles have spanned marketing to sales and then to general management and strategy, stepping into a growth environment is invigorating. He’s charted a career of cross-functional experiences—brand creation, product marketing, retail, strategy—making him adept at ‘connecting the dots.’ “I’ve seen a lot, and that’s gold for this job. I understand what my brand leader is telling me, I understand sales, retail, the full 360 of the business. I love that I can take a decision here and implement it fast. That’s what Under Armour allows.”
Movement for Wellbeing and Fuel for Creativity
Despite this relentless focus on execution and growth, Denglos never loses sight of wellbeing. And at this point of our discussion I ask him to speak directly to fellow brand leaders. He believes senior leaders, executives making high-stakes decisions, need to treat themselves like athletes. “If you want to resist stress, travel overseas, deal with jet lag, it’s not the only solution, but physical activity is a key solution,” he explains. “You can do something high-intensity or something low-key like walking. Put physical activity into your week. Every day is critical.”
Put into practice, Denglos leans into making every journey an opportunity to move. “I hardly ever take a lift, I always use the stairs. I bike. In Amsterdam, that’s normal. But I did it in Italy, where nobody does that. It’s about integrating exercise into your daily life. Before a board meeting, I might go for a little walk. Walking or running sparks creative thinking.” According to Stanford University, “Steve Jobs, the late co-founder of Apple, was known for his walking meetings. Facebook’s Mark Zuckerberg has also been seen holding meetings on foot. And perhaps you’ve paced back and forth on occasion to drum up ideas.” A research paper, Give Your Ideas Some Legs: The Positive Effect of Walking on Creative Thinking, from Stanford University from 2014 explains why this happens. They say, “The effect is not simply due to the increased perceptual stimulation of moving through an environment, but rather it is due to walking. Whether one is outdoors or on a treadmill, walking improves the generation of novel yet appropriate ideas, and the effect even extends to when people sit down to do their creative work shortly after.”
Franck continues, “I also imagine the scenario before entering a meeting room: who will be there, where they’ll sit, how I’ll start. Sometimes I have a special piece of music that gives me energy—often it’s rock and The Police—that I replay in my mind. It helps me enter the room brimming with energy.”
Underdog Mindset
As Under Armour looks to crystallise its brand purpose, Denglos points to the underdog ethos, one that translates seamlessly into performance products and categories. “We started as a training brand, now we’re becoming a sports house—into running, football, more categories. Our product is rooted in performance. That’s why I joined Under Armour: performance is in every product. We’re investing in technology, in people, in markets. It’s exciting.”
Under Armour NEXT or UA Next is an academy for the athletes of the ‘NEXT Generation’. It’s a hub where the next generation of potential athletes are tested and, if they meet certain performance levels, they can earn a contract. “It’s a fantastic summary of what a brand like Under Armour can bring—offering athletes the possibility to become professionals. That’s the purpose linked to our strategy,” he says, beaming with pride at how purpose and business align.
Leadership: Leaning into Humility as a Superpower
Yet, Denglos isn’t afraid to acknowledge challenges and complexity. He’s quick to stress the importance of humility in leadership—an attribute he calls a superpower. “If you’re humble, you acknowledge you don’t know everything, so you keep learning. It opens the door to constant improvement,” he says. “Without humility, you circle inside your own head. With humility, you listen to everyone—juniors, peers, different nationalities—because everyone can bring something different.”
That mindset could prove invaluable. Under Armour’s continued growth mindset in the EMEA region involves competing with well-entrenched rivals, addressing varied local preferences, and fine-tuning distribution networks in a complex patchwork of markets. In such an environment, genuine humility and a willingness to learn may help Denglos and his team adapt swiftly, stand apart from the crowd, and steadily guide the brand forward.
He recounts a defining moment: as president of another brand, he faced the complexity of digital and dotcom channels, something he wasn’t fully versed in at the time. “I took a 26-year-old manager who was at the beginning of her career, and she taught me. It was a great moment. Maybe tough for her—being asked by a president to explain how it works—but it was a fantastic experience for me. I learned so much.” Humility, he says, is a must-have for coaches and mentors too. “When you coach, you must remain humble. It’s one of the key qualities.”
Denglos’ career journey stands on a series of defining moments—moving from marketing to sales, from one country to another—always learning, always adapting. He managed a subsidiary during COVID, an experience that tested his ability to run a business from all angles. The diversity of his team and markets continues to teach him new lessons. “Europe, Middle East, Africa—so diverse.”
Under Armour’s Growth Mindset
As he looks towards the future—2025, 2026 and beyond—Denglos is energised. “We want to grow, extend into footwear; keep our strength in sports. The sport industry is a growth industry.” According to a recent report by PwC, “There is a growing – if cautious – confidence in the market’s potential…with sports executives predicting overall growth for the next 3-5 years to be 7.3% (up from 6.6% in last year’s survey). This comes despite challenging economic and geopolitical circumstances and is a positivity shared across every region.”
Franck continues, “Under Armour is going for growth, and there’s nothing better than working in that environment. I’m still discovering so much. I haven’t visited all the markets yet, but there are exciting trips coming.”
Travelling to the brand’s global HQ in Baltimore, Denglos met the company’s CEO and founder four times in nine days. “He has so much energy, passion—it feels like he founded the company yesterday. That inspires me a lot,” Denglos says. There are also plans for Saudi Arabia, Dubai, other Middle Eastern countries, Italy, and Eastern Europe. He’s driven by the richness of meeting different people, encountering different cultures. “I learn from everyone, everywhere. [Business trips are] an investment of my time and the company’s time, so I bring as much energy as possible to make every minute count.”
For Denglos, success has evolved from chasing promotions to creating impact, building legacy, and above all, having fun. “At the start of my career, success meant getting the next promotion or a good evaluation. Today, it’s about doing what I choose, having impact with my team, leaving a legacy, and enjoying it. I smile a lot—I need fun. Under Armour lets me make decisions and see the results quickly. That’s what I love.”
Celebration is essential too. “It’s American culture—we love success and we celebrate it. Recognising people, teams, and their achievements is crucial.” This recognition fuels a positive cycle of motivation and commitment, a tangible uplift in an often-pressurised world.
Out of office: Balancing Life; Family, Sports, and ‘Heimat’
But beyond all this, who is Franck Denglos out of office? He’s a devoted family man and a sport-obsessed adventurer. “At weekends, you’ll find me with my family. When you travel a lot for work, you need to protect that family time. Then sports—I’m crazy about sports. Windsurfing, kitesurfing, adrenaline sports, trying everything. I can’t remember a day off without some sport, unless I’m ill. I travel for sports, going to the best locations. I also know rest is important—recovery, visiting museums, photography. Balancing life is crucial.”
For downtime with family, Denglos might take them snowboarding in Austria, or to his home base in the north of France, by the seaside—his “Heimat,” a German word he adores, signifying the warm place you come from. It’s a place your personal history, cultural traditions, and emotional attachment is imbued.
Discussing family, Denglos candidly shares, “We all live in different places, but that’s [his Heimat] where we reunite. Weather doesn’t matter—no bad weather, only bad equipment. And I’m at a company where I have great gear for any climate,” he says with a grin.
He’s practical about work and leisure travel, always prepared with running gear and the right layers. “I can go to Stockholm or Cape Town—I have the perfect gear. I also pack a wetsuit if I can. In tech, I can’t live without my iPad and OneNote. It organises all my notes, personal and professional…I pack energy too—every trip is an investment. I’m hyperactive, my wife says, but that’s who I am. I love it.”
Settling into Amsterdam makes balancing easier. “We found a place close to the office—a right base is critical. Amsterdam is a great place to live and to attract diverse talent. People appreciate life here. It’s good for my family and for me. Cycling to work, fewer lifts, more walking—small but purposeful decisions that keep me active every day.”
Notes From a Japanese Change Management Expert
On navigating change, Denglos shares a vivid lesson. “Change is complicated. You have to sell a vision, inspire people, show the end result so they can dream about it. Then you figure out what each individual needs—be transparent about what they give up and what they gain. And never let go before the last millimetre, because if you relax too soon, the ball rolls back down the hill. I learned this from a Japanese change management expert: everyone says they want to go [when you explain the vision], but who starts first? [People hesitate], that’s why you must guide them until the end.”
Denglos' Most Notable Recent Advertising Campaign
What recent advertising campaign caught Denglos' attention? It’s a question I like to ask each brand leader I interview. And, I don’t blame him for taking the opportunity to highlight one of Under Armour’s own.
It’s a recent Under Armour advertisement with Antonio Rüdiger, Real Madrid’s key centre-back, leading the charge. Entitled, You Need More than Strikers to Protect this House the brand highlights defence as a heroic, often overlooked skill. Denglos explains, “Usually, in a 30-second summary, you see three goals, not a great defender’s move. But we celebrated that. Attack wins games, defence wins titles. It gave me goosebumps. It’s so 360 degrees with our strategy—striving for more, about winning, and focusing on the unsung heroes.” This campaign, to Denglos, distills Under Armour’s essence: pushing boundaries, challenging norms, celebrating the entire spectrum of performance.
Looking Ahead: Growth, Markets, and Enduring Purpose
Looking ahead to his business travel schedule, Denglos will criss-cross Europe, Africa, and the Middle East, including a return to Baltimore. He admires the global HQ’s DNA, the accessibility of leadership. “I felt the energy, meeting the CEO four times—he’s so passionate. Time almost doesn’t count for him.” Trips to Saudi Arabia and Dubai inspire him, as do future visits to Ukraine once possible, to show support and learn from local operators. “Meeting people from different cultures, backgrounds—it’s inspiring. You learn a lot.”
Through humility, constant learning, purposeful growth, embracing daily physical movement, transparent change management, and celebrating victories, Denglos offers up a leadership model that can bring together teams of all generations, backgrounds, cultures, united in one common goal.
“Doing what I want, having impact, leaving a legacy, having fun—that’s success now,” he reaffirms. “I’m excited about 2025, 2026—so many markets to discover, so many opportunities.”
Under this vision, every run, every walk, every kitesurfing trip, every candid conversation with a junior colleague is not a detour from productivity, but an integral part of it.
Denglos leaves us with the sense that real leadership happens not in grand gestures, but in the action of well-chosen steps.
We’ll be watching with anticipation as this athlete-minded focus drives the brand’s EMEA growth into new categories and, forging a legacy that blends relentless drive with enduring purpose.
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Whatever your role—leading a brand, an agency, or shaping strategy in the broader industry—we hope this conversation with Franck Denglos resonates with you professionally and personally.
Here’s the essence: Consider your mental health as foundational, integrate wellbeing and exercise into your daily routine, and elevate your leadership approach. Above all, never lose sight of your anchor—those who matter most at home. Let that priority guide every decision you make.
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