Under Armour Improves Consumer Insight with Digital Initiatives

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Under Armour Improves Consumer Insight with Digital Initiatives

By Jamie Grill-Goodman - 02/09/2016
Under Armour (UA) is working on what it calls the "single view of the consumer," using data to create an insight engine to guide its decisions to grow the brand. From the recent launch of UA Record and its first smart shoe, to the Under Armour Health Box, these digital initiatives are helping drive UA's success. 

Nearly unstoppable it seems, Under Armour, Inc. (UA) entered its 20th year in business with yet more explosive growth. Total net revenues for the fourth quarter 2015 were up 31%, marking the sports clothing and accessories company's 23rd consecutive quarter of 20% plus net revenue growth.

"As we move into 2016, we have become a global brand capable of meeting athletes' needs from head to toe," stated Kevin Plank, Chairman and CEO. 

Part of the "single view of the consumer" includes the recent launch of UA Record, one of UA's four mobile app platforms that collectively are earning more than 130,000 new users a day since the beginning of 2016. 

UA also just launched its first smart shoe, with the Gemini 2 RE, which stands for record equipped. The shoe tracks every step and uploads data including time, date, duration and distance directly into UA's platforms. The show even tracks its own lifespan and will send a notification when it's time for a new pair.

The company also recently introduced the Under Armour Health Box, a complete Connected Fitness system. All of these products feed into UA Record, as well as more than 400 different connected devices to create an open platform destination to measure users' health and fitness.

Click here for the full story, including how UA has now gained daily activity level data from its community members to improve its "single view" and how IBM's Watson platform plays into this.