Under Armour Restructures Marketing Function and Streamlines Product Portfolio

Under Armour is reorganizing its marketing operations and narrowing its product lineup as part of a strategic reset aimed at improving brand focus, operational efficiency, and long-term profitability.

The athleticwear company announced the creation of a newly integrated marketing function that will consolidate brand, product, and consumer marketing under a single leadership structure. The move is designed to sharpen messaging, improve campaign execution, and ensure a consistent voice across global markets.

At the same time, Under Armour is slimming down its product portfolio to prioritize high-performing SKUs and reduce complexity. Executives say the shift will enable faster go-to-market cycles and better alignment between inventory and demand.

These changes follow a broader turnaround effort under CEO Stephanie Linnartz, who has emphasized disciplined growth, tighter brand control, and operational clarity since taking the helm in 2023.

corpbrief insight:

In a crowded category, clarity is currency. Under Armour’s restructuring signals that brand power isn’t just about what you say — it’s about how precisely and consistently you say it.