Under Armour is embarking on a leadership shakeup that sees its supply chain exec Colin Browne assume greater responsibility as he becomes chief operating officer (COO).

As COO, Browne has responsibility for the company’s supply chain and sourcing operations, demand planning, distribution, information technology, business process management, corporate real estate, asset protection and sustainability.

He was previously chief supply chain officer from 2017 with responsibility for all global operations related to product sourcing and logistics after joining in 2016 as president of global sourcing. Prior to that, Browne served as vice president and managing director of supply chain at VF Corp, where he led all aspects of the company’s sourcing and product supply organisation in Asia and Africa.

He has also served as executive vice president of footwear and accessories at Li & Fung, CEO of Pentland Brands in Asia, and held senior leadership positions at Reebok and Bally.

In addition, Under Armour has named Paul Fipps as chief experience officer – a newly created position. He will be responsible for the overall consumer experience and digital strategy including its global retail and e-commerce business, Connected Fitness platform, software engineering, customer relationship management, human performance, and data science functions.

Previously, Fipps served as chief digital officer from 2018 through 2020 with responsibility for global e-commerce, 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. 

Both positions are effective from 17 February with Browne and Fipps reporting to CEO Patrik Frisk.

“Colin and Paul are proven leaders who have played significant roles in Under Armour’s ongoing strategic and operational transformation,” says 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.”