Under Armour Women’s Exec Brews Next Move: Starbucks

Leanne Fremar
The influential Under Armour executive is leaving the firm for Starbucks.
Courtesy of Starbucks.

Leanne Fremar, one of the most influential women inside Under Armour, is percolating her next corporate move: a jump to Starbucks.

The executive, who helped the athletic company soften its male bravado image with product and marketing made for women, will become senior vice president and executive creative director of the coffeehouse giant. She is expected to start in her new role in October.

“I’ve had the opportunity to lead world-class design and marketing organizations, and I am honored to join Starbucks and help shape the future of our creative studio team and the brand expression,” Fremar said in a statement released Thursday night.

Since joining the Baltimore-based Under Armour in 2012, Fremar helped attract women to the brand with powerful campaigns starring model Gisele Bundchen and ballerina Misty Copeland.

In 2014, she told Footwear News the company relaunched its women’s line with an emotional angle.

“We knew we appealed to an authentic athlete,” Fremar said at the time. “We wanted to celebrate the triumph and obstacles that have to be overcome. We also [wanted to recognize] what women moving through their lives are going through, and that they can relate to these same experiences.”

Fremar previously held marketing roles at Theory, Gucci Group and Polo Ralph Lauren. She began her career in New York City at The Museum of Modern Art.