Under Armour announced Tuesday the appointment of Patrik Frisk as the company’s President and COO effective July 10. Frisk comes from The Aldo Group, where he served as CEO since 2014.
Frisk will have responsibility for the company’s go-to-market strategy and the execution of its long-term growth plan. He will report directly to Under Armour Chairman and CEO Kevin Plank.
Prior to Aldo, Frisk held multiple roles at VF Corporation where he served as the Coalition President of Outdoor Americas, President of the Timberland brand and President of Outdoor & Action Sports (EMEA).
Frisk’s appointment is part of new strategic executive changes aimed to streamline Under Armour’s organizational structure. Additional management changes include the appointments of Paul Fipps as chief technology officer, Colin Brown as the chief supply chain officer and Kevin Eskridge as chief product officer.
In a press release, Plank described the moves as “transformative steps focused on a sharper, consumer-led approach.” He added, “With the stated goals of accelerating our innovation agenda, optimizing our product assortment and creating a merchandising center of excellence, this underscores our work toward evolving from a great brand with good operations—to a great brand with great operations.”