In the world of sportswear, performance isn’t just about how fast you run or how high you jump; it’s also about how resilient and inspired the people behind the brand feel.
For Heather Samariniotis, HR Business Partner, at Under Armour, that’s where the real game begins. Her approach to leadership blends data-driven strategy with genuine human empathy, embodying a belief that every team member deserves to feel seen, supported, and stretched toward their best potential.
The Heart Behind the Hustle
Under Armour has long stood for grit and determination with values deeply embedded in its culture. Yet as the global workforce continues to evolve, Heather has been instrumental in ensuring that those same values translate meaningfully into how the company treats its people. She’s helped shape HR policies that not only retain top talent but also nurture a sense of belonging and pride across the organization.
Heather’s philosophy is straightforward but powerful: when you empower employees, innovation follows naturally. Her leadership style emphasizes trust, collaboration, and adaptability with the principles that have helped Under Armour sustain momentum through shifting market demands and post-pandemic work transformations.
In recent years, the company’s HR strategy has pivoted toward hybrid flexibility, mental-health support, and inclusion initiatives that go beyond compliance checkboxes.
Heather’s fingerprints are evident on these efforts, which tie directly to Under Armour’s mission of making athletes better; not just physically, but holistically.
Championing Inclusion and Belonging
At a company that outfits athletes of all backgrounds, Heather knows diversity is not just a metric; it’s a mindset. She has helped lead programs that expand opportunities for underrepresented groups, ensuring that every voice has a seat at the table. From creating equitable pathways in leadership development to backing inclusive hiring practices, her initiatives are helping Under Armour move from awareness to action.
Her belief in the “belonging quotient” that people do their best work when they feel they truly belong has influenced team-building workshops and mentorship programs throughout the organization. These programs aren’t just internal morale boosters; they also resonate externally, strengthening Under Armour’s employer brand among professionals who want purpose as much as paycheck.
Redefining Performance in the Modern Era
Heather has also been at the forefront of modernizing performance management. Instead of rigid annual reviews, her approach centers on continuous feedback and real-time coaching. The goal is to shift focus from evaluation to growth.
Under Armour’s managers are encouraged to hold open conversations with their teams to celebrate wins, address burnout early, and align personal aspirations with business goals. This philosophy mirrors Heather’s own career journey: she has consistently advocated for building workplaces that evolve as fast as the people inside them.
It’s no surprise that her initiatives have drawn attention within the HR community. In a landscape where retention challenges and engagement fatigue are common, Heather’s results-oriented yet human-centric approach stands out as both refreshing and effective.
Leading with Agility and Authenticity
Heather’s leadership also reflects a rare blend of agility and authenticity, the qualities that resonate deeply in an era defined by uncertainty. She brings empathy into boardroom discussions, grounding high-level strategy in the lived realities of employees. Whether she’s championing parental leave flexibility, supporting community outreach, or advocating for mental-wellness programs, her north star remains the same: people come first.
Her work at Under Armour underscores a larger industry trend, where HR is no longer an administrative back office but a strategic powerhouse shaping the organization’s DNA. Heather’s ability to bridge business outcomes with employee wellbeing has turned HR into a key driver of competitive advantage at the brand.
The Future of Work, The Future of Leadership
As AI, automation, and hybrid models continue to reshape work, Heather is among the HR leaders thinking a step ahead. She envisions HR as a guiding compass through the complexities of the modern workplace, where data insights inform decisions but human intuition remains the core differentiator.
In her own words (as expressed through her professional philosophy shared on LinkedIn and interviews), “Culture doesn’t just happen; it’s built, one decision at a time.” That simple statement captures her ethos perfectly. She’s the kind of leader who sees culture as a craft that is intentional, evolving, and deeply human.
Under Armour’s future is tied to how effectively it can keep its people motivated, creative, and aligned with its mission. With Heather steering HR strategy, that future looks not only strong but sustainable.
Why Heather Samariniotis Deserves a Spot
Heather’s journey reflects what modern HR leadership truly looks like strategic yet empathetic, data-minded yet people-driven. She represents a new generation of HR directors who understand that business performance and employee wellbeing are not competing goals but complementary forces.
By fostering inclusion, redefining performance management, and embedding authenticity into corporate culture, Heather Martin exemplifies leadership that’s both forward-thinking and grounded in care.
At a time when organizations everywhere are rewriting the playbook for the future of work, Heather’s influence at Under Armour offers a compelling case study in how HR can be both the architect of change and the keeper of human connection.
Her story reminds us that great brands don’t just build products; they build people. And under Heather’s guidance, Under Armour continues to prove that when you take care of your team, the results will take care of themselves.
About Under Armour
Under Armour is a globally recognized performance apparel, footwear and accessories brand that was founded in 1996. Its mission is“We make athletes better” and the vision “to inspire you with performance solutions you never knew you needed and can’t imagine living without”. The company innovates with athlete-centric design, cutting-edge materials and a strong brand culture.
Under Armour is also committed to sustainability and ethical practices, working to reduce its environmental footprint, increase inclusivity, and support athletes and communities worldwide.
Company Details
- Company Name: Under Armour
- Founding Year: 1996
- Office Locations: Baltimore, Maryland.
- Official Website: https://www.underarmour.com/en-us/
- Industry/ Sector: Retail Apparel and Fashion
Leader’s Profile
- Name of the Featured Leader: Heather Samariniotis
Designation: Sr Lead, HR Business Partner