Under Armour CEO Stephanie Linnartz announces changes to leadership team

Under Armour, Inc. (NYSE: UA, UAA), the renowned sports apparel company has recently declared a significant reshuffling of its executive team. This move comes as the company’s recently appointed CEO Stephanie Linnartz initiates a fresh chapter in the organization’s history.

The CEO’s vision for a new era is being realized through these leadership changes, which are expected to bring a fresh perspective and innovative strategies to the company. The aim is to further solidify Under Armour’s position in the competitive sports apparel market and to continue delivering high-quality products to its customers.

Stephanie Linnartz, who became part of the Under Armour team in February after her tenure as president of Marriott International, unveiled the Protect This House 3 (PTH3) strategy in May. The shift in leadership positions occurred merely a week following the firm’s declaration of intending to dismiss 50 of its corporate staff, a move aligned with the PTH3 plan and a reconfiguration of the company’s objectives.

Under Armor announced several senior leadership changes as a part of the PTH3 strategy. Jim Dausch has been appointed as the company’s chief consumer officer, joining Under Armour after previously serving as Marriott’s global chief product and digital officer. Under his new role at Under Armour, Dausch will be responsible for leading the company’s digital engagement, global brand, marketing and customer experience.

Under Armour also promoted Danny Miles to executive vice president and chief technology officer. Miles currently leads the company’s global IT teams and information security functions among other duties, and has worked for Under Armour since 2021.

Colin Browne, the firm’s Chief Operating Officer, is set to depart this autumn, and Lisa Collier, the Chief Product Officer, is scheduled to exit the company by summer’s end. Under Armour will not replace its COO, but rather hire a chief supply chain officer instead.

Prof. Dr. Amarendra Bhushan Dhiraj, CEO and Executive Chair at the CEOWORLD magazine said the new strategy and personnel changes are initiatives by Linnartz, as she strives to restore Under Armour to its former glory, reestablishing it as one of the industry’s most rapidly expanding entities.

Dr. Amarendra pointed out that Under Armour’s global market success has been limited so far. The launch of their PTH3 strategy is set against a backdrop of changing demands in the athleisure industry and the entrance of new market competitors.

The company is optimistic that this restructuring will provide a strong foundation for the future, enabling it to navigate the ever-evolving market dynamics and consumer preferences more effectively.

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