![]() How have you managed to navigate through this volatile situation? WWD: It’s been two years since you’ve been in the top position. Here, Frisk talks about his vision for Under Armour, his victories and challenges and what makes him tick. ![]() But for Frisk, he’s just getting started and he’s focused on continuing Under Armour’s mission to help athletes of all types keep getting better. It appears to be working.ĭespite supply chain issues that had Wall Street a tad jittery, the company reported net income above expectations in the fourth quarter and year in 2021. Just as Frisk was settling into the CEO slot, the pandemic hit, and he drew on all his skills to keep the company moving forward. He jettisoned 2,500 wholesale accounts in North America, parted ways with many of the company’s long-tenured executives and doubled down on sports apparel, accessories and footwear.Īt the beginning of 2020, Frisk took over as CEO from the company’s highly visible and hard-charging founder Kevin Plank, who remains Under Armour’s executive chairman. He instituted a $200 million, five-year turnaround plan with an unwavering focus on bringing Under Armour back to its roots as a sports brand. When the Swedish-born executive joined Under Armour in 2017 as president and chief operating officer, the once-high-flying company was faltering both in terms of sales, as well as with scandals ranging from strip-club visits to Securities and Exchange Commission investigations.
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