Under Armour, Inc. announces that Paul Fipps has been named Chief Experience Officer (CXO), a newly created position, reporting directly to President and Chief Executive Officer Patrik Frisk, who also named Colin Browne Chief Operating Officer.

“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.”

Frisk added, “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. 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.”

As CXO, Fipps is responsible for the company’s overall consumer experience and digital strategy including its global retail and eCommerce business, Connected Fitness platform, software engineering, customer relationship management, human performance and data science functions.

Previously, he served as Chief Digital Officer from 2018 through 2020 with responsibility for global eCommerce, digital products, software engineering, large-scale technology investments and Under Armour’s Connected Fitness business, and as Chief Technology Officer from 2017 through 2018, with responsibility for overseeing all aspects of the company’s web and mobile applications, engineering and information technology.

Prior to this role, he served as the company’s Chief Information Officer and Executive Vice President of Global Operations after joining Under Armour in 2014 as Senior Vice President of Global Operations. Before Under Armour, Fipps held several leadership roles at Breakthru Beverage Group including Chief Information Officer and Corporate Vice President of Business Services. He holds a B.S. and MBA from the University of Baltimore, is a graduate of The Wharton School’s Advanced Management Program and is a U.S. Army veteran.

About Under Armour, Inc.

Under Armour, Inc., headquartered in Baltimore, Maryland, is a leading inventor, marketer and distributor of branded athletic performance apparel, footwear and accessories. Powered by one of the world’s largest digitally connected fitness and wellness communities, Under Armour’s innovative products and experiences are designed to help advance human performance, making all athletes better.

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