Traditionally any shake up or addition is a move to inspire confidence in a brand. Adding a former executive of VF Corp and Aldo appears to be a move to bring a COO who understands both DTC and creating a diversified brand portfolio. Aldo is one of the few companies that has an efficient direct to consumer pipeline with their brand stores and ecommerce platform. The experience of Frisk at VF Corp seems to be a play on protecting one of the areas UA is performing well, but could expand and grow, outdoors sports with crossover appeal. Frisk served as President of Action and Outdoor Sports with Timberland and North Face as two companies under his umbrella at VF Corp.
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