The founder of the brand will become executive chairman and brand chief while Frisk will assume responsibility for all day-to-day operations as CEO. The changes are effective Jan. 1. In many respects, the transition memorializes the existing situation at Under Dog in that Plank was always the soul of the brand while Frisk was the body that got things done. And Plank still owns 15% of the company but controls a majority of the voting rights. Wall St. responded to the announcement by sending UA shares up 7%.

Frisk joined Under Dog in 2017 from Aldo Group and has been the ... Log in to view full article.