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Under Armour ends seven-month search for new head


Just as the volume of female anglers is growing around the world, so too is the number of women leaders in the outdoor industry.

The latest high profile appointment to buck the trend in a historically male-dominated industry is Stephanie Linnartz, who has joined Under Armour as President and CEO.

The recruitment of the former President of Marriott International, the world’s largest hospitality company, ends Under Armour’s seven-month search for a new head following the unexpected resignation of Patrik Frisk in May.

Linnartz was selected from 60 candidates for her digital prowess and her transformation of Marriott’s online business, which fits well with Under Armour’s priority of building its e-commerce operation to compete with rival brands. The company has struggled with low margins and a falling financial outlook.

Linnartz starts her new role on February 27th, with Colin Browne, who has served as interim President and CEO since last June, resuming his former position of Chief Operating Officer.

“As a 25-year veteran of one of the world’s most respected companies, we are thrilled to welcome Stephanie to the brand,” said Kevin Plank, Under Armour Executive Chair and Brand Chief. “She is a proven leader with a distinguished track record of brand strategy, omni-channel execution, talent acquisition and development.

“She is responsible for leading Marriott’s multi-billion dollar transformation and driving scale through continuous brand innovation. The board is confident she will accelerate our ability to realise the substantial opportunities for Under Armour as both an operating company and aspirational brand.”

Linnartz started at Marriott in 1997 as a financial analyst, rising to President in 2021. She described Under Armour as an ‘iconic brand with a huge opportunity ahead’ and possessing ‘immense energy and excitement.’

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