A Marriott executive for an athletic apparel brand? Hotel industry leader to bring new perspective, digital know-how to Under Armour.

Under Armour’s six-month search for its third-ever CEO ended last month with a surprise move. The Baltimore-based brand bypassed leaders in sports apparel and retail and instead tapped a veteran of the hospitality industry. Stephanie Linnartz, who became Marriott International’s president in 2021 after 25 years with the lodging giant, will join the athletic apparel and footwear maker Feb. 27. She will lead a company that’s emerged from a multiyear reinvention and aims to rekindle interest with teens and young adults, win over more female consumers and make a substantial push into the fashion and lifestyle market.