Under Armour taps 25-year Marriott executive as its new CEO

Under Armour’s search for its next chief executive has ended in the hospitality industry.

The athletic performance apparel, footwear and accessories brand named longtime Marriot executive Stephanie Linnartz as president, CEO and board member. She will start the job on February 27.

Colin Browne, who has served as interim president and CEO of Under Armour since June following the unexpected resignation of Patrik Frisk, will resume his position as COO when Linnartz takes the reins in February.

Since 2021, Linnartz has served as the president of Marriott International,  the world's largest hospitality company, with a portfolio of nearly 8,200 properties across 138 countries and territories and 30 brands. She is responsible for providing strategic leadership for all aspects of Marriott's global strategy, including brand management, sales (including e-commerce), marketing, revenue management, customer engagement, information technology, digital functions, and emerging businesses.

In addition, Linnartz oversees the company's Marriott Bonvoy loyalty platform, which has grown to 173 million members under her tenure.  

From 2020 to 2021, Linnartz served as group president, consumer operations, technology & emerging businesses and as executive VP and global chief commercial officer from 2013 to 2019. Before that, she held various executive roles in sales, marketing, and finance.

“As a 25-year veteran of one of the world's most respected global companies, we are thrilled to welcome Stephanie to the brand," said Kevin Plank, founder, executive chair and brand chief, Under Armour. "She is a proven growth leader with a distinguished track record of brand strategy, omnichannel execution, talent acquisition and development, and passion for driving best-in-class consumer connectivity, experience, and brand loyalty."

Linnartz, who started at Marriott in 1997, was one of 60 candidates considered for the position, reported CNBC. She was selected for the job due to her digital prowess and success in transforming the hotel chain’s online presence, Plank told CNBC. 

Linnartz said, "Under Armour is an iconic brand with a huge opportunity ahead. This company has immense energy and excitement, and I am committed to building growth while maintaining operational excellence. I look forward to joining the incredible UA team, partnering with Kevin and the board, and leading this amazing company into its next chapter, delivering for athletes, teammates, customers, and shareholders."

In a release, Anthony Capuano, CEO, Marriott International, noted that Linnartz, in addition to her other responsibilities at Marriott, “developed a world-class team and spearheaded the company's progress on issues including the intersection of technology and hospitality, the continued growth of the Marriott Bonvoy loyalty platform, the excellence of Marriott's brand portfolio, and environmental sustainability.”

"On the one hand, I am excited for this next chapter in Stephanie's career,” Capuano stated. “On the other, I am saddened by the departure of such an incredible executive. I admire so much about Stephanie – she has this great combination of grit, grace, and humanity – qualities that make her an exceptional leader. To say she will be missed is an understatement – but she will always be part of our Marriott family."