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Jason LaRose, who helped Under Armour build its growing online sales business internationally, has been named the company's North American president.

The Baltimore fitness apparel and footwear brand said Friday that LaRose will replace Matthew Mirchin, who will remain as an advisor. The changes are effective Oct. 1.

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LaRose joined the company in 2013 and led its  e-Commerce business. He became senior vice president of digital revenue in 2015.

Under Armour sells 67 percent of its products wholesale, according to its 2015 annual report. But so-called "direct to consumer" sales — which include online purchases and sales at Under Armour brand houses and outlets — have been growing. The company says its e-commerce business rose 44 percent in this year's second quarter.

"Since joining Under Armour, Jason has been a rising star, establishing our E-commerce business globally," chief revenue officer Charlie Maurath said in a company news release. "I am confident that he will continue to thrive as he transitions to lead our growth in the North American region with Matt by his side."

LaRose will continue to lead e-commerce during the transition and will help in the search for his successor.

Mirchin, formerly executive vice president of global marketing, was named North America president in 2014, overseeing sales through retailers. His new title will be strategic advisor for global revenue.

"During his time at the company, Matt has become one of our chief architects in building the Under Armour brand and telling our story around the world," CEO Kevin Plank said.

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