Under Armour Gets New President

BALTIMORE, MD — Under Armour has a new president, the company announced Tuesday.

Patrik Frisk will take the helm as the Baltimore-based sportswear company's president and chief operating officer as of July 10.

The change was one of several strategic decisions Under Armour said it was making to bolster digital business, increase operational efficiency and move toward category management.

Reporting directly to CEO/chair Kevin Plank, the new president will be in charge of long-term growth and go-to-market strategy.

Frisk comes to Under Armour from ALDO, the footwear company where he was the CEO. His experiences before that include president of Timberland and North Face, among others.

"Patrik's global experience in brand building, including a proven and disciplined record of driving growth, while enhancing profitability and efficiency, will be instrumental as we work to transform our business model to deliver long-term value for our consumers, customers and shareholders," Plank said in a statement. "The opportunity to leverage our strengths – innovative product, brand strength, premium sports marketing assets and unparalleled consumer connections – within an increasingly more digital ecosystem has never been greater."

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Photo of Patrik Frisk courtesy of Under Armour/PR Newswire.