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 Patrik Frisk succeeds Kevin Plank as President of Under Armour
Sports-business | 03.07.2017

Support for CEO Kevin Plank from outdoor specialists

Patrik Frisk becomes new President and COO of Under Armour

Patrik Frisk succeeds Kevin Plank as President of Under Armour. Patrik Frisk becomes new President and Chief Operating Officer of Under Armour. (Quelle: Under Armour)
Patrik Frisk becomes new President and Chief Operating Officer of Under Armour.
Bild: Under Armour
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Important changes in the staff at Under Armour: The US sports clothing manufacturer, which is currently under pressure, has newly appointed Patrik Frisk as President and Chief Operating Officer (COO). The previous President, Kevin Plank, stays on as CEO of Under Armour. The 54 year old Swede Frisk takes on the role as of July 10, and will be responsible for the go-to-market strategy and long term growth plans of the company.

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Previously, Patrik Frisk was Managing Director of the Canadian shoe and leather goods distributor The Aldo Group. Before that he worked for the outdoor consortium VF Corporation and was, among other things, President of Timberland.


Under Armour Appoints Executives

With the appointment of outdoor specialist Frisk, Under Armour wants to improve the organization of its company. The aim is to turn “a great brand with good organization into a great brand with great organization”, said CEO Kevin Plank.

After having to report a quarterly loss and experiencing a fall in stock prices for the first time in April, Under Armour wants to achieve sustainable growth and increasingly reach out to customers through digital channels.

Kevin Plank, Under Armour CEO, explains the strategy of his company.  (Quelle: CES)
Kevin Plank, Under Armour CEO, explains the strategy of his company.
Bild: CES

The Baltimore-based company has therefore appointed new executives and reconfigured its structure:

  • Paul Fipps moves from Chief Information Officer to Chief Technology Officer.
  • Colin Browne, who like Patrik Frisk also worked for the VF Corporation, becomes Chief Supply Chain Officer.
  • Kevin Eskridge has been Chief Product officer since May.

Leaner Structures at the Top of UA

The number of managers reporting directly to Under Armour boss, Kevin Plank, decreases from ten to six as a result of the restructuring. Patrik Frisk (COO), Paul Fipps (CTO), Kip Fulks (Strategic Consultant), Kerry Chandler (Chief Human Resources Officer), John Stanton (Senior Vice President) and David Bergman (Chief Financial Officer).

Analysts see it as a positive sign that Kevin Plank has decentralized the decision-making power of the company he founded.

Video: Sustainable sports business

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