Under Armour founder and CEO Kevin Plank is stepping back from his role as president.

The sporting goods company announced that retail veteran Patrik Frisk will become president and COO, effective July 10. He will have responsibility for the company’s go-to-market strategy and the successful execution of its long-term growth plan and report directly to Kevin Plank, who has also held the title of president since 2010.

From 2014 until March 2017, Frisk was CEO of global footwear and accessories company The Aldo Group. Previous to that, he spent 10 years with VF Corporation where he served as the coalition president of Outdoor Americas with responsibility for The North Face, Timberland, JanSport, lucy and SmartWool brands. He also served as VP and general manager of The North Face.

“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,” said Plank. “The opportunity to leverage our strengths – innovative product,…