Under Armour has been undergoing significant leadership changes, which are expected to play a crucial role in the company’s efforts to regain market momentum. In early 2023, Stephanie Linnartz, formerly of Marriott International, took over as CEO. Her leadership has brought a strong focus on expanding the company’s digital capabilities and improving customer experience. One of Linnartz’s primary strategies is to target underserved segments, such as women's apparel and lifestyle footwear, while strengthening Under Armour’s position in high-performance sports categories like basketball and golf, in part through their long-term partnerships with athletes like Stephen Curry and Jordan Spieth.

Linnartz’s focus on driving innovation across Under Armour's product lines, including a larger emphasis on “sneaker culture,” is expected to refresh the brand’s appeal to younger consumers. Additionally, new executive appointments, such as Jim Dausch as Chief Consumer Officer, are designed to further this transformation by enhancing global marketing and digital engagement efforts.

These strategic initiatives, alongside a restructuring of the company’s retail operations to better highlight premium products, are part of the larger "Protect This House 3" plan. This approach is expected to guide Under Armour's path to more consistent profitability and growth, especially in the competitive U.S. market, where the brand has struggled in recent years.