Patrik Frisk’s Game Plan for Under Armour

BALTIMORE — Patrik Frisk is leading team Under Armour back to the playing field. While many of the brand’s competitors have embraced fashion and collaborations — think Nike and Virgil Abloh and Adidas and Stella McCartney — Under Armour is taking a different path forward, Frisk told WWD in one of his first sit-down interviews since becoming chief executive officer this month. “Are we going to do a collaboration with Tom Ford? Most likely not,” Frisk said. Instead, Under Armour is aggressively growing its retail base and doubling down on what it does best — performance. “We’re going to make sure everything we make does something for you,” he said. “We believe the consumer we’re after lives in this cycle of train-performance, compete-performance and recovery-performance and we believe that adding style and definition in that recovery phase is where we’ll play with the more casual parts of our collection. But it has to perform.” Frisk said this message may sound “simplistic, but sometimes the best things are clear and simple: Under Armour being the human performance company in the athletic performance space.” He said the mission to create “performance solutions you didn’t know you need and can’t imagine living without” will continue to drive the company. “I

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