Retail Dive: Under Armour Appoints Marriott Veteran Stephanie Linnartz as New CEO

(Image Source: The New York Times)

Earlier last week, Under Armour named Stephanie Linnartz as its President, CEO and a member of its board of directors, effective 27 February 2023. Stephanie is currently serving as the President of Marriott International where she spent more than 25 years managing operations and supporting global sales across various positions.

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While Stephanie may not have any direct retail experience, her time in the hotel industry has given her experience in strategy, finance, sales, marketing, and technology – all of which could be useful in her new role at Under Armour. It also helps that she has a proven track record of success as a leader at one of the world's leading hotel chains, having supported the growth of different brands and their associated customer experiences.

“Under the leadership of Ms. Linnartz, we expect Under Armour to continue to execute against the strategic plan previously laid out and don’t see a big near-term change in strategy,” remarked Telsey analysts. “Under Armour has recognized the more challenging macro environment, while also highlighting opportunities to strengthen the brand by focusing on the 16-20 years old team sports athlete, prioritizing better and best price points, expanding into lifestyle products that drive more use occasions for the brand, and rolling out a loyalty program in NA in 2023. These initiatives are at an early stage, but we expect a focus in FY24 under new CEO Stephanie Linnartz.”

Source: Under Armour taps 25-year Marriott veteran Stephanie Linnartz as CEO

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