Amanda Coffee, a pivotal figure in Under Armour’s public relations strategy, has relinquished her position as the company’s Senior Director of International Media Relations. Her responsibilities revolved around building the brand’s reputation, directing executive discourse, and orchestrating media planning.
The specific details of Coffee’s career aspirations following her departure from Under Armour remain undisclosed.
Prior to her tenure at Under Armour, Coffee held influential roles in several prominent companies. Her extended tenure as Director of Global Corporate Communications at PayPal saw her successfully formulate strategic communication plans. Her operational command extended to media relations, crisis management, and internal communications. This experience was further augmented by her time in eBay’s corporate communicates department, affirming her expertise as a communicator and a leader.
Under Armour has recently intensified its public relations and marketing endeavors.
Amanda Coffee’s departure from Under Armour
The brand has engaged Shadow, a creative marketing and communication agency, to manage influencer, celebrity, and consumer media interactions. Additionally, Midnight Dawn, the agency of basketball prodigy Steph Curry, will partner with Under Armour to bolster Curry’s continued collaboration with the brand.
Despite facing challenges, such as an expansive restructuring initiative costing between $70 and $90 million and the fiscal fallout from a resolved class action lawsuit, Under Armour remains dedicated to its global growth strategy, viewing these struggles as opportunities for advancement and refinement.
In a significant leadership change in April, Under Armour’s founder, Kevin Plank, reassumed the position of CEO, succeeding Stephanie Linnartz. Although the company registered a 10% sales dip in the first quarter, coupled with a reported loss of $305.4 million, Plank spearheaded strategic shifts to reinvigorate business prospects.
Amanda Coffee’s departure from Under Armour might be seen as a considerable loss to the brand. Nonetheless, her successor will inherit a solid foundation. Even amid industry uncertainty, Coffee’s diligent efforts have placed the brand in a sound position to advance, leaving behind a legacy that sets a high bar for future leaders.
