Under Armour Inc. Chief Executive Officer Patrik Frisk, who took the reins from founder Kevin Plank last month, is beginning to put his stamp on the sportswear company.

On Wednesday, Frisk elevated supply-chain chief Colin Brown to chief operating officer, filling his old job, and named Paul Fipps to the newly created role of chief experience officer. Fipps had been overseeing Under Armour’s technology operations as its digital chief.

The moves mark Frisk’s first major personnel changes. But hiring from within the company suggests Frisk isn’t planning a dramatic executive shake-up at Under Armour, which he joined less than three years ago. The CEO previously ran footwear company Aldo Group Inc. and worked at VF Corp., a manufacturer of brands such as Timberland and the North Face.

Before ascending to the CEO job, Frisk vowed to turn Under Armour into a “louder brand,” and creating an experience officer may be a move toward that goal. The idea is to have Fipps oversee the way Under Armour interacts with consumers both online and in stores.

Increasing efficiency and discipline will help foster “deeper connections with consumers,” Frisk said in a statement Wednesday.