Patrik Frisk will take on the position of president and chief operating officer for the performance apparel brand.

NORTH AMERICA–Under Armour has appointed Patrik Frisk to the role of president and chief operating officer.

As president and COO, Frisk will be responsible for the company’s go-to market strategy as well as the execution of its long-term growth plan.

Previously, Frisk was the chief executive officer of The Aldo Group, a global footwear and accessories company. Before that, he spent 10 years with VF Corp., where he served as the coalition president of Outdoor Americas and was responsible for The North Face, Timberland, JanSport, Lucy and SmartWool brands. He also served as president of the Timberland brand.

"Patrik's global experience in brand building, including a proven and disciplined record of driving growth, while enhancing profitability and efficiency, will be instrumental as we work to transform our business model to deliver long-term value for our consumers, customers and shareholders," says Kevin Plank, chairman and chief executive officer, Under Armour. "The opportunity to leverage our strengths–innovative product, brand strength, premium sports marketing assets and unparalleled consumer connections–within an increasingly more digital ecosystem has never been greater."