Diane Pelkey

45, Vice president of events, global communications and entertainment for Under Armour Diane Pelkey protects the brand that for so long implored you to protect this house. Upon joining Baltimore-based Under Armour in 2008, she built its public relations team from scratch. Since then, she has added the responsibility of planning external events, like the always-splashy revealing of new products. Last summer, when Under Armour became the official uniform supplier for the English Premier League's Tottenham Hotspur F.C., she watched as five players emerged on a smoke-filled stage. "I thought, `Whoa. We've really made an impact here." Revenue has nearly tripled since Pelkey arrived, and the growing attention on the company and its founder, Kevin Plank, often leaves her with too much to do. That's to be expected for the woman charged with shaping what Plank himself has said is at the heart of his success: the Under Armour story. -- Chris Korman
Lloyd Fox, Baltimore Sun photo
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