Top Women in PR 2014: Diane Pelkey

Diane Pelkey, VP, Global Communications, Under Armour

Diane is the driving force behind all of Under Armour’s key growth areas, including innovation leadership, international expansion and the Women’s category. She also continues to establish the brand voice that connects consumers to the company’s most critical initiatives. Through Diane’s stewardship, Under Armour has moved well beyond its roots on the football field and into the homes and lives of athletes of all levels around the world. Her passion and dedication is unparalleled and admired by all who get the opportunity to work with her. Diane built Under Armour’s public relations team from the ground up and has continued to display her exceptional leadership skills on a global level, while forging a path for Under Armour to become the disruptive and impactful brand it is today.

To help the US Speed skating team shave time in the 2014 Sochi Olympic Games, Under Armour teamed up with Lockheed Martin to develop the most aerodynamic suit on the market, the Mach39. However, when the U.S. Speed skaters posted slower times than anybody expected, the uniforms came under intense fire in the media. This event ignited Under Armour’s largest communications crisis in its short history. Utilizing top executives, including CEO and founder Kevin Plank, and SVP of Innovation Kevin Haley as lead spokespeople, Diane devised a strategy to reinforce the brand’s mission statement to shift the narrative into a comeback story.