Under Armour appoints new Chief People and Culture Officer

After a controversy last year over a reportedly ‘hedonistic’ culture, Under Armour has appointed a new Chief People and Culture Officer to revamp HR at the company.

Tchernavia Rocker joins the sports apparel company from Harley-Davidson where she spent more than 18 years in HR leadership roles, most recently as the Vice President and Chief HR Officer.

Prior to that, she served in various HR and operations roles at Goodyear Dunlop.

“We are thrilled to welcome Tchernavia to the Under Armour family and to our executive leadership team. Tchernavia brings deep industry experience in building best in class HR operations while developing strong workplace culture rooted in brand, values and transparency,” said Kevin Plank, Under Armour’s chairman and CEO.

Rocker will begin in her new role in February.’

The company came under fire last year after a Wall Street Journal report said that employees and executives brought athletes to strip clubs on company dime, and alleged that there had been misconduct by top management executives against female subordinates.

Plank, together with President Patrik Frisk, addressed the article in a letter to employees, stating:

“We believe that there is systemic inequality in the global workplace and will embrace this opportunity to accelerate the ongoing meaningful cultural transformation that is already underway at Under Armour. We can and will do better.”