Eduardo Lamas – Under Armour

When Eduardo Lamas joined Under Armour, he had to quickly get up to speed on Under Armour’s third-party logistics (3PL) relationships, tackling the complexities head-on to effectively support and manage these critical partnerships.

Eduardo Lamas | Under Armour | Senior Counsel, Commercial – LATAM and Distribution & Logistics

Eduardo immersed himself in understanding the intricacies of 3PL terms, working closely with his manager and stakeholders to grasp the business-critical elements that drive Under Armour’s operations. Today, Eduardo is instrumental in optimizing UA’s logistics strategy, ensuring products move seamlessly across continents.

In regions like EMEA, where Under Armour distributes products through a 3PL provider, Eduardo’s role is essential. By collaborating with trusted 3PL providers, he bridges logistical gaps and enhances the company’s efficiency and customer experience. This strategic integration has been vital in delivering the brand’s innovative sportswear to consumers worldwide.

Eduardo has played a pivotal role in supporting 3PL agreements across key markets, contributing to the strengthening of Under Armour’s supply chain. His efforts helped enhance operational efficiency, solidify the company’s global reach, and ensure seamless logistics partnerships that drive success on a worldwide scale.

Navigating Latin America’s legal landscape

Beyond his work in global product supply and logistics, Eduardo oversees all legal matters across Latin America, navigating a landscape of unique challenges. In Mexico, recent judicial reforms—such as public voting on judge appointments—have increased legal uncertainties. Eduardo, in collaboration with trusted outside counsel like GMT Garcia Mingo & Tejedo, Sanchez Devanny and Hogan Lovells, is actively adapting to these changes to safeguard Under Armour’s interests.

High inflation and strict government controls on dollar transactions in countries like Argentina complicate operations. Eduardo and his team, including his trusted outside counsel Richards Cardinal Tutzer Zabala Zaefferer, have strategically managed these issues, maintaining smooth operations through strong partnerships and robust legal frameworks. His efforts have also strengthened Under Armour’s relationships with key distribution partners across the region, with plans to extend these agreements to further Under Armour’s mission in the region. As Eduardo puts it, he’s working to “Make LATAM the Best!”

This year, Eduardo supported Under Armour’s supply chain team in securing a strategic partnership with a major provider in North America, achieving substantial cost efficiencies and ensuring reliable, high-quality service. This collaboration strengthens operational effectiveness and enhances the overall customer experience in key markets.

Eduardo is part of Under Armour’s global legal team,  made up of professionals bringing a unique skill set to drive Under Armour’s vision forward. Thanks to UA’s dynamic culture, competitive benefits, and new sustainable global headquarters in Baltimore, they are able to attract, engage, and retain a talented, diverse, and inclusive workforce. With a strong foundation in place, Eduardo and his team are well-positioned to support Under Armour’s growth.

Eduardo sees AI as an exciting tool that can empower the legal profession rather than replace it. By automating tasks and enhancing communication, AI can help legal teams work smarter and more effectively. Eduardo is optimistic about AI’s potential to improve legal services and streamline workflows, allowing Under Armour’s legal team to focus on high-impact work.

The path to Under Armour

Eduardo’s interest in law began early, inspired by a family member who served as a district judge. Although his early dream was to join Mexico’s judicial branch, his career changed dynamically. Starting at AB InBev, the world’s largest beer company, in Mexico as an in-house counsel, he gained invaluable experience. But with limited room for growth, he boldly decided to move to the U.S. to pursue an LLM degree and start fresh. Balancing work and study, he drove for Uber while preparing for the notoriously challenging 2019 California Bar Exam (considered the toughest, especially pre-pandemic). After earning his U.S. license, he built a diverse in-house counsel career across industries. Before his recent leap from California to Maryland to join Under Armour, he spent three transformative years with a tight but mighty legal team at HM Clause. This global company gave him the career opportunity of a lifetime.

Since joining Under Armour as Senior Counsel, Eduardo has taken on a pivotal role, leading Global Product Supply and Logistics legal operations and heading LATAM legal affairs. His journey to this role reflects the “underdog” spirit central to Under Armour’s ethos. Moving to a new country, passing the California Bar, and adapting to global demands are just a few challenges he’s overcome, each strengthening his resilience.

Eduardo’s impact extends beyond contracts; he embodies Under Armour’s drive for innovation, excellence, and resilience. His journey mirrors the brand’s commitment to pushing boundaries, proving that true success is built through grit. Eduardo is more than a legal leader—he’s a testament to Under Armour’s relentless spirit.

In his free time, Eduardo enjoys reading, staying active, and spending quality time with his family. As he continues to support Under Armour’s mission to make athletes better, Eduardo is focused on his ultimate goal: becoming a chief legal officer for a global company.