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New Under Armour CEO makes C-suite changes

Patrick Frisk, who succeeded Kevin Plank as Under Armour CEO on Jan. 1, has made his first executive appointments — including one that is a first for the brand. 

The athletic goods company promoted Colin Browne to COO, the position previously held by Frisk. Browne previously served as the company’s chief supply chain officer from 2017 to 2020 with responsibility for all global operations related to product sourcing and logistics after joining in 2016 as president of global sourcing. Prior to that, he was VP and managing director of supply chain at VF Corp.

In addition, the company named Paul Fipps to the newly created position of chief experience officer, responsible for the company’s overall consumer experience and digital strategy including its global retail and e-commerce business, Connected Fitness platform, software engineering, customer relationship management, human performance and data science functions. 

Previously, Fipps served as Under Armour’s chief digital officer from 2018 through 2020, and as chief technology officer from 2017 through 2018. Prior to this role, he served as the company’s CIO and executive VP of global operations after joining the company in 2014 as senior VP of global operations.

“Paul’s appointment as CXO, a newly created position, is an important milestone for Under Armour as it underscores our desire to unify, elevate and truly harness the power and intersection of product, brand and experience,” said Frisk. “As the chief architect for designing a seamless and holistic consumer experience and implementing a consumer-led digital strategy, he will work to ensure that our operational framework is advancing with the preferences of our increasingly sophisticated consumers.”

Both appointments are effective Feb. 17, and both report directly to Frisk.

“Both Colin and Paul are proven leaders who have played significant roles in Under Armour’s ongoing strategic and operational transformation,” said Frisk. “As we continue work to instill greater efficiency and discipline across the brand to enable deeper connections with consumers, these leadership appointments further advance our ability to successfully execute against our long-term strategies.”

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