Patrik Frisk

Frisk was born in Sweden.^[6]

Early in his career, Frisk was involved in several enterprises in Gällstad, Sweden, including the Swedish apparel company Ivanhoe.^[7] He helped launch Lager 157, a Swedish chain of specialty retail clothing stores, in the early 2000s.^[3][7] He 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.^[3] Later Frisk joined the American apparel and footwear company VF Corporation.^[3]

Afterwards as president of The Timberland Company,^[3][7] he was "credited with revitalizing the Timberland brand" during his three-year tenure at the company.^[3] In April 2014, Frisk was promoted to coalition president for Outdoor Americas, with responsibility for The North Face, Timberland, JanSport, Lucy Activewear, and Smartwool brands.^[8]

In 2014, Frisk became CEO of the footwear company and retailer Aldo Group.^[3] Frisk restructured the company,^[7] including streamlining its North American operations while expanding overseas, reassessing styles and brands, increasing sales to other chains,^[9] establishing new systems and products, increasing research on customers,^[10] digitizing the company,^[9] and implementing Salesforce.com products to understand and communicate with customers.^[11] Frisk's role was also to prepare the company for the founder's son, David Bensadoun, to take over.^[7] Frisk left at the end of March 2017 to make way for Bensadoun as CEO.^[3]

In 2017, Under Armour CEO Kevin Plank asked him to become president and chief operating officer; in doing so Plank relinquished his own status as president and also re-filled the COO position, which had not existed since 2015.^[3] Frisk assumed the offices effective 2017, with responsibility for go-to-market strategy and execution of its long-term growth plan. The company reorganized so that the heads of revenue, product, marketing, supply chain, and strategy reported to Frisk, who in turn reported to Plank.^[12]

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.^[3][13] He launched a multi-year restructuring plan to cut costs, reduce inventory levels, tighten operations, and stabilize business.^[13][11] He began refocusing the company on being a "performance" brand.^[11] In 2018, his total compensation at Under Armour was $6,285,000.^[4]

In October 2019, Plank announced that Frisk would become Under Armour's CEO in January 2020, while Plank would become executive chairman and brand chief.^[14] In addition to being Under Armour's president and CEO, Frisk joined the company's board of directors.^[15] He continues to report to Plank.^[14]

In May 2022, Under Armour announced that Frisk would be stepping down as CEO at the beginning of June and would stay on as an advisor until September 2022.^[16]