Under Armour founder retakes CEO role, replacing Linnartz after 1 year; Move raises questions

Under Armour founder Kevin Plank is retaking the CEO position, replacing Stephanie Linnartz after just 1 year in the role. This was a surprise move.

Plank has had past operational missteps as CEO and the business has struggled, losing market share and seeing slowing sales. Analyst Brian Sozzi says Plank has "a lot to prove."

Linnartz had started rebuilding the culture and leadership team, with signs her efforts were working, so the sudden change raises questions.

There's a lack of trust in Plank due to past controversies and unclear strategic direction for the company under his leadership before.

The stock price reacted negatively to the news, seen as the appropriate response given the uncertainty over Plank's return.