Under Armour’s C.E.O. marks his first election as a U.S. citizen with a voting drive.

This year’s presidential election will be the first for Patrik Frisk as a U.S. citizen, and the Swedish-born chief executive of Under Armour is marking it with a major get-out-the-vote initiative by the sports apparel business.

Under Armour announced a number of initiatives on Thursday that include encouraging employees and customers to vote by limiting internal meetings and deadlines on Election Day, putting voter registration information on product receipts and adding features about voting to the company’s running app.

Until recently, the notion of “orchestrating something like this for one of my brands” would have seemed odd, Mr. Frisk told the DealBook newsletter. “I probably would have said, ‘Are you crazy? Why would I do that?’”

While some athletes have faced a backlash for speaking up about politics, Mr. Frisk said he’s not worried about the impact on Under Armour. “We might be judged by it, but so be it. I don’t mind,” he said. “We think it’s partly our role as a brand.”