Under Armour uses digital data to build a “fluid” brand

This event report outlines how Under Armour, the sports group, is tapping digital data to build its brand and business.

Under Armour uses digital data to build a "fluid" brand

Stephen WhitesideWarc

Under Armour's first product, launched in 1996, was a t-shirt with the simple aim of reducing sweat levels for college football players.

In January 2016 – approximately two decades later – the firm introduced the HealthBox, a digitally-enabled package that included a fitness band, heart-rate strap, and "smart" scales. Priced at $400, this offering was developed in partnership with consumer-electronics manufacturer HTC. And it epitomizes how Under Armour is moving well beyond the locker room and into the connected lifestyle space.

"Brands ebb and flow. The evolution...

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