For the past 18 months, we have worked closely with Tom Brady, who attributes a lot of his success to sleep. In fact, we just finished a research study with Johns Hopkins on the science of sleep. Can you provide an example?įipps: We have done a lot of research on sleep over the past few years. High: You provided a great overview of where things stand now and customers’ expectations for speed, customization, and transparency. That is my primary role as Chief Technology Officer of Under Armour. It is game changing for us and our athletes. We are creating a new digital experience for our athletes by combining connected fitness and our e-commerce engine and our global technology platform. More importantly, we understand the behavior behind the buying decisions. By combining the data from the apps with the brand interaction data, we can understand buying decisions. We also get data from brand interactions, which are when someone comes into our retail stores, visits our e-commerce site, or interacts with us in some way that we can track. People tell us how much they sleep, how much they eat, how much they workout, and the types of workouts they do. These apps produce a vast amount of data 215 million people have downloaded one of our apps. Our acquisitions of MapMyFitness, EndoMondo, and MyFitnessPal made us the largest digital health and fitness community in the world. We recently acquired three companies that help us understand our athletes better and make it easier for us to connect with them. Smartphones are where consumers expect you to meet them. At Under Armour, this experience means creating products that are relevant to our customers on both a personal and community level.Īnother thing we recognize is that people spend a lot of time on their smartphones they are on their smartphones as much as they watch TV.
You have an incredible experience because it is highly personalized and memorable. A concierge knows all of your preferences and the context. At Under Armour, we believe you need to approach consumers like a hotel concierge who deeply knows his or her guests. This happens everywhere in the digital world: on our mobile platforms, social platforms, and on the web. A downside to all of this information is people are bombarded with messages from companies that do not understand them. They get more information, have more choice, and find more deals. Paul Fipps: People move fast in the digital world.
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