She previously led Marriott’s multi-billion-dollar digital transformation, “driving scale through continuous brand innovation across the portfolio, developing premier sports league and team partnerships, while architecting the extraordinary growth of its loyalty program”.

That sports league and team partnerships experience is clearly important for Under Armour and saw Linnartz developing multi-year marquee partnerships with the NFL, NCAA, and the Mercedes-AMG Petronas F1 Team.

On Linnartz joining the business, Colin Browne, who’s held her role on an interim basis since June, will return to his COO role.

Plank also called him a “world-class industry professional [who’s] done a terrific job leading throughout the transition. Highlights include refining our long-term strategy by tripling our total addressable market, validating the renewed growth fundamentals necessary to establish sector leadership, and championing our UA team culture. The board and the entire organisation are grateful for his continued leadership and are fortunate to have such an important partner for Stephanie.”

Last month, Under Armour cut its annual revenue and profit forecasts on weakening demand for sporting goods and deeper discounts.

It forecast fiscal 2023 net sales up in low single-digits compared with its earlier outlook of a 5% to 7% increase. Its latest quarterly net revenue rose 2% to $1.57 billion.