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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