Patrik Frisk was previously president and chief operating officer of the company since 2017.
16 Facts About Patrik Frisk
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Early in his career, Patrik Frisk was involved in several enterprises in Gallstad, Sweden, including the Swedish apparel company Ivanhoe.
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Patrik Frisk helped launch Lager 157, a Swedish chain of specialty retail clothing stores, in the early 2000s.
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Patrik Frisk subsequently held senior positions at the Swedish outdoor-apparel maker Peak Performance and at W L Gore and Associates, the maker of Gore-Tex fabrics.
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Later Patrik Frisk joined the American apparel and footwear company VF Corporation.
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In 2014, Patrik Frisk became CEO of the footwear company and retailer Aldo Group.
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Patrik Frisk restructured the company, including streamlining its North American operations while expanding overseas, reassessing styles and brands, increasing sales to other chains, establishing new systems and products, increasing research on customers, digitizing the company, and implementing Salesforce.
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Patrik Frisk's role was to prepare the company for the founder's son, David Bensadoun, to take over.
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Patrik Frisk left at the end of March 2017 to make way for Bensadoun as CEO.
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Patrik Frisk assumed the offices effective 2017, with responsibility for go-to-market strategy and execution of its long-term growth plan.
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Patrik Frisk reorganized so that the heads of revenue, product, marketing, supply chain, and strategy reported to Frisk, who in turn reported to Plank.
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Patrik Frisk was brought in after Under Armour's two decades of North American growth dipped in 2017, particularly from competition via Nike and Adidas and from changing consumer buying patterns.
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Patrik Frisk launched a multi-year restructuring plan to cut costs, reduce inventory levels, tighten operations, and stabilize business.
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Patrik Frisk began refocusing the company on being a "performance" brand.
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In October 2019, Plank announced that Patrik Frisk would become Under Armour's CEO in January 2020, while Plank would become executive chairman and brand chief.
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In May 2022, Under Armour announced that Patrik Frisk would be stepping down as CEO at the beginning of June and would stay on as an advisor until September 2022.