Masters of Scale Rapid Response: Under Armour’s pivot to growth, w/CEO Stephanie Linnartz
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Oct 12, 2023 Stephanie Linnartz, the first female CEO of Under Armour and former Marriott executive, shares her insights on reviving the sportswear brand. She discusses leveraging lessons from hospitality to enhance product segmentation and engage women customers. Stephanie highlights the influence of cultural phenomena like Taylor Swift and the hiring of designer John Varvatos. Her hands-on approach to experiencing Under Armour's offerings reveals how customer feedback shapes the brand's future, emphasizing adaptability and innovative marketing in a competitive landscape.
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Career Shift
- Stephanie Linnartz left Marriott after 25 years for a growth opportunity at Under Armour.
- She sees Under Armour in three chapters: rapid growth, stabilization, and now a pivot back to growth.
Under Armour's Position
- Under Armour has authentic performance roots and a global presence.
- This positions them to expand into sports style and footwear.
Trying on the Product
- To understand the women's market, Stephanie Linnartz tried on every piece of Under Armour women's clothing.
- She wanted firsthand experience to provide feedback and grow the brand for female consumers.