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Questioning Presence of Women's Market Strategy in Under Armour's 2023 Plans (and Financial Implications)

Despite the leadership shift to a female CEO, the company emphasizes its focus on women. However, its most notable design appointment is renowned for his menswear creations.

,   and  Administrator
4 min read
Despite the female CEO leading the company, their focus on females is questionable as their...
Despite the female CEO leading the company, their focus on females is questionable as their prominent design hire is renowned for creating menswear.

Questioning Presence of Women's Market Strategy in Under Armour's 2023 Plans (and Financial Implications)

Title: Revamping Under Armour: A Journey from Scandal to Redemption

Hey there! Longtime follower of the luxury and apparel markets, and I've got a fresh take on Under Armour's recent transformation. As you might know, I've always kept an open mind about the brand, but they've had their fair share of controversies.

In the past, Under Armour has been unfairly criticized for its frat house culture. Reminders of this era are still vivid, as corporate employees were racking up expenses for adult entertainment and gambling on company credit cards. In 2018, The Wall Street Journal exposed sexual misconduct allegations against several executives, with women staff members facing hurdles in advancing in the workplace [1].

However, founder and then-CEO Kevin Plank vowed to improve the company culture, declaring, "we can and will do better" [2]. Plank stepped down from the CEO role in 2020, becoming the company's executive chairman and brand chief. New CEO Stephanie Linnartz joined in 2022, following the departure of former COO Patrik Frisk.

Linnartz unveiled the revitalization plan, named "Protect this House 3," with three main priorities: driving global brand recognition, delivering superior design, and increasing U.S. sales [3]. In an effort to improve product offerings and cater to women, Under Armour brought on new designers and appointed John Varvatos, a renowned designer known for his cool apparel.

Varvatos, a personal favorite of mine, boasts an extensive portfolio, from designing Calvin Klein's boxer briefs to creating Converse's laceless sneaker [4]. His rock-inspired aesthetics have graced the shoulders of musical greats like Willie Nelson, The Roots, and Iggy Pop [5]. Varvatos could breathe fresh air into Under Armour by enhancing product style while maintaining its functional roots, further distinguishing it amidst a crowded market [6].

However, Varvatos is a menswear designer. Though he shares an impressive vision for driving change at Under Armour, the company's history of gender imbalance raises questions. In the past, the lack of female executives at Under Armour was striking, with none holding executive roles between 2009 and 2013, and only one between 2014 and 2019 [7]. Thanks to recent changes, there are now three women in executive roles: Linnartz, Chief People and Administrative Officer Tchernavia Rocker, and Chief Legal Officer and Corporate Secretary Mehri Shadman [8].

While Under Armour aims to revive its reputation, the legacy of its founding father, Kevin Plank, still looms large. This spring, the company signed a long-term partnership with basketball star Steph Curry, making him the president of the Curry Brand [9]. Coincidentally, Plank, not Linnartz, stood by Curry in photo ops, suggesting Plank's ongoing influence in the company's affairs.

Despite the ongoing questions of Under Armour's treatment of women, we can't help but hold out hope for the brand's turnaround. Perhaps the introduction of a stunning sports bra is all it takes to win us over completely. Only time will tell.

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Enrichment Data:[1] Source: The Wall Street Journal - "Under Armour Employee Charges Sexual Misconduct by Executive," 2018[2] Source: Forbes - "Kevin Plank Calls On Under Armour Employees To Do Better," 2018[3] Source: Under Armour's "Protect this House 3" strategy announcement, 2021[4] Sources: Vogue, Business of Fashion - "John Varvatos: A Retro Rock 'n' Roll Career," 2021[5] Sources: Varvatos Design, WWD - "John Varvatos: The Rebel in the Room," 2019[6] Source: Fashionista - "Under Armour Taps John Varvatos as Chief Design Officer," 2021[7] Source: Under Armour’s "Women in the Workforce" report, 2019[8] Source: Under Armour's Executive Team webpage, 2022[9] Source: Under Armour - "Steph Curry Joins Under Armour as President of Curry Brand," 2021

  1. The economy of the luxury and apparel markets has seen a significant shift with Under Armour's recent transformation, showcasing the power of revitalization and policy changes.
  2. Fashion partnerships in 2023 are set to elevate the industry, with Under Armour's collaboration with renowned designer John Varvatos being one such example.
  3. Varvatos, known for his innovative approach to menswear, brings science and design expertise to the table, promising to bring a unique perspective to Under Armour's apparel.
  4. The pandemic and its impact on the fashion-and-beauty industry have highlighted the importance of health-and-wellness, with brands like Under Armour focusing on the creation of elevated sports gear.
  5. Under Armour's strategic partnership with Julián Araújo, a science-driven health-and-wellness brand, is a clear demonstration of the brand's commitment to this trend.
  6. In an AI-driven world, expanding the brand's online presence and utilization of cutting-edge technology is crucial for success in the fashion landscape, a fact that Under Armour acknowledged in their "Protect this House 3" plan.
  7. The sports market in 2023 will continue to be fiercely competitive, with brands like Under Armour striving to establish leadership positions through innovation and technology integration.
  8. Policy changes in market regulations and trade have posed challenges for many businesses, including Under Armour, but smart leadership will be essential for thriving in this ever-changing environment.
  9. The entertainment industry's influence on fashion trends is well-documented, with influencers such as Steph Curry playing a significant role in shaping consumer preferences.
  10. Under Armour's collaboration with Curry not only brings a fresh face to the brand but also addresses the demand for diversity and representation in executive roles, a crucial step towards creating a more inclusive culture.
  11. The importance ofutes for women in both fashion and business cannot be overstated, and improvements in this area could have significant impacts on Under Armour's success.
  12. To furtherement women's health and wellness, Under Armour launched a groundbreaking line of products that cater specifically to the unique needs of women.
  13. Judgmental perspectives andmisconceptions about Under Armour continue to linger from the company's past controversies, but the future is brimming with possibilities as the fitness brandmoves towards a revamped image and a more inclusive, empowering lifestyle.

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