Dive Brief:

• Under Armour's new CEO, Patrik Frisk, made his first exec appointments on Wednesday, naming a new chief operating officer to fill his prior role, and announcing the company's first chief experience officer, according to a company press release.

• Colin Browne, the retailer's chief supply chain officer and former president of global sourcing for the brand, will take over the role of chief operating officer, while Paul Fipps, most recently the company's chief digital officer, will take over as chief experience officer.

• Both appointments are effective as of Feb. 17 and the company veterans will report directly to Frisk in their new roles.

Dive Insight:

Frisk took over from long-time CEO and founder Kevin Plank on Jan. 1, and barely a month later, he's made his first C-suite changes. Both executives are veterans of the brand and already held leading roles prior to the announcement.

Browne's shift from chief of supply chain to chief operating officer results in a slightly expanded role, which encompasses supply chain and sourcing, demand planning, distribution, information technology, business process management, corporate real estate, asset protection and sustainability, according to the release. He will also see a 21% base salary pay raise, according to a filing with the Securities and Exchange Commission.

Fipps' appointment is perhaps more telling, as it speaks to how Under Armour sees digital. Prior to the newly created chief experience officer position, Fipps' has variously held roles as chief digital officer, chief technology officer and chief information officer at the brand, and under the new structure Under Armour adds human performance and data science functions to his role.

According to Frisk, the new role is a "milestone" for the brand, "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," Frisk said in a statement.

Plank's tenure at the brand ended in the midst of a years-long turnaround plan, as the company continues to face questions about its focus on performance wear in a world heavily centered around athleisure. The retailer is also facing an investigation by the SEC and Justice Department into whether or not the company was shifting sales from quarter to quarter to look financially healthier.