How Under Armour is putting technology and data to work

Brooke Hemphill

This event report addresses how Under Armour, the sporting goods group, is seeking to “pivot” and become a technology company.

Under Armour has been one of the most talked about brands in marketing in recent years – and was also ranked as the sixth most innovative company in the world last year by Forbes, the business magazine.

But following disappointing results in the second quarter of 2017, the brand has set tongues wagging for very different reasons. Amid lagging footwear and apparel sales, the Wall Street Journal reported that 2% of Under Armour's workforce would be cut as the business looked to restructure. And shares fell towards a four-year low following the announcement, as the sporting goods group announced its...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands