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Under Armour’s pivot to growth


Can you reinvigorate a beloved but troubled brand by applying lessons from a different industry? Under Armour CEO Stephanie Linnartz firmly believes so — and earlier this year made the leap from Marriott to become the first woman to helm a major sports apparel brand.

She joins Rapid Response host Bob Safian to talk about how her 25 years with Marriott is giving her unexpected insight as she works to pivot Under Armour back to growth by leaning into sports style, sharper product segmentation, and an amplified emphasis on women as customers.

Stephanie shares why she hired fashion designer John Varvatos, the importance of the Taylor Swift phenomenon for all brands, and what trying every single item in Under Armour’s female line taught her.


“Tapping into her experience as president at Marriott, Stephanie Linnartz is applying lessons about product segmentation and brand strategy that can be instructive for any scale effort.”