Stephanie Linnartz, currently the president of Marriott, is set to become the chief executive officer of Under Armour, with the transition taking place on February 27. The move signals a bold shift for the athletic brand as it seeks to accelerate growth and sharpen its competitive edge in a crowded sportswear market. The announcement comes with the endorsement of Under Armour’s board and leadership team, who see Linnartz as a catalyst to unlock the brand’s substantial untapped potential.
In a briefing about the leadership change, Kevin Plank, the board chairman, expressed strong confidence in Linnartz’s ability to guide Under Armour through a pivotal era. He noted that her mandate would involve expanding the company’s scale and strengthening its innovative capabilities, while preserving the operational discipline that Under Armour is known for. The board believes her track record of steering complex digital initiatives at Marriott positions her well to steer a consumer-focused, global brand through rapid market shifts.
Linnartz’s prior responsibilities at Marriott include leading a multi‑billion-dollar digital transformation, forging strategic partnerships with major sports leagues, and enhancing customer loyalty programs. Those experiences, according to insiders, align with Under Armour’s goals of improving its direct-to-consumer channels and deepening engagement with athletic communities around the world.
Her appointment arrives at a time when Under Armour is navigating competitive pressures from fast-fashion players, performance technology brands, and the broader shift to online shopping. Observers say Linnartz’s leadership could drive a renewed focus on product innovation, brand storytelling, and efficient operations, all while maintaining the energy that has defined Under Armour since its early days. Her approach is expected to emphasize scalable growth that doesn’t compromise quality or brand integrity.
Industry analysts have noted that the Under Armour transition mirrors a broader trend in corporate leadership where consumer brands seek proven digital execution capabilities from executives in hospitality, travel, and retail. Linnartz’s wealth of experience in customer-centric platforms may help Under Armour strengthen its loyalty programs, optimize its e‑commerce experience, and expand partnerships with retailers and sports properties to reach new audiences. As the company positions itself for the next phase, the emphasis is likely to be on sustainable margin improvement and strategic investments in product design and performance fabrics.
While the specifics of her strategic plan are still being detailed, early signals point toward a balanced mix of innovation and discipline. Under Armour’s leadership is anticipated to push for clearer brand messaging, enhanced product differentiation, and faster time-to-market for upcoming lines. The leadership change will also be watched closely by investors, employees, and retail partners who are keen to see how Linnartz will translate Marriott’s customer-centric operations into Under Armour’s performance-focused identity. The overall expectation is that the brand will emerge with renewed momentum and a clearer path toward long-term profitability, while keeping the distinctive energy that has defined it for years.
This transition has drawn attention from industry watchers who compare it to other cross-industry executive moves, noting how executives with a strong track record in digital ecosystems can inject new life into traditional consumer brands. The emphasis appears to be on aligning brand storytelling with a seamless consumer experience across physical and digital channels, a priority that many brands consider essential in today’s market. The leadership change, therefore, is not just about a new CEO but about a broader strategic recalibration aimed at strengthening Under Armour’s position in North American markets and beyond, leveraging Linnartz’s proven capability to drive large-scale transformations and accelerate growth. [citation]
In summary, Under Armour is entrusting Stephanie Linnartz with the opportunity to shape the next chapter for a legendary sportswear brand. Her experience in building digital-first platforms, guiding customer engagement initiatives, and coordinating cross-functional partnerships positions her to navigate the brand through industry disruptions while preserving its core identity. As February 27 approaches, stakeholders will be watching closely to understand how this leadership shift translates into tangible results for product innovation, market expansion, and sustainable performance—both financially and in brand equity.