[3][4] Frisk has worked for 30 years in retail and has had senior positions at The North Face and Timberland, before joining the ALDO Group in 2014 as CEO.
[3] In April 2014, Frisk was promoted to coalition president for Outdoor Americas, with responsibility for The North Face, Timberland, JanSport, Lucy Activewear, and Smartwool brands.
[3] Frisk restructured the company,[7] including streamlining its North American operations while expanding overseas, reassessing styles and brands, increasing sales to other chains,[9] establishing new systems and products, increasing research on customers,[10] digitizing the company,[9] and implementing Salesforce.com products to understand and communicate with customers.
[12] Frisk was brought in after Under Armour's two decades of North American growth dipped in 2017, particularly from competition via Nike and Adidas and from changing consumer buying patterns.
[3][13] He launched a multi-year restructuring plan to cut costs, reduce inventory levels, tighten operations, and stabilize business.