Under Armour’s Stacey Ullrich on Turning Moments Into Movements at Purpose-Led Brands

Leading with purpose means activating the entire organization to create stronger communities

Ullrich hopes she loses her job eventually "because we did everything right and ... this function is no longer needed in corporate America.” Adweek

The confluence of a bitter presidential campaign, the reaction to the death of George Floyd and the pandemic pushed prominent brands to strongly pursue purpose-driven marketing as a defining strategy for 2020.

@lisalacy lisa.lacy@adweek.com Lisa Lacy is a senior writer at Adweek, where she focuses on retail and the growing reach of Amazon.