“When you go out for a run you probably aren’t going to forget your shoes. They automatically track your health and fitness activity as you exercise and sync with UA’s apps, including MapMyRun and UA Record, so you can leave your phone at home. Its new Gemini line of running shoes and HealthBox fitness system seamlessly connect the physical and digital world. But it also gives us the opportunity to transform how a traditional footwear and apparel retailer will interact with its consumers,” explained Kendall.Īfter Under Armour put its connected fitness platform in place, it began to incorporate fitness and apparel products into the digital experience. So it is very important for us that this community represents the idea of making athletes lives better. “In some parts of the world, this community is how consumers were first exposed to the brand. It has gained direct relationships with hundreds of millions of people on all seven continents and amassed a lot of insightful data. This is not an insignificant development for the company. To date, Under Armour has approximately 200 million registered users worldwide and that number continues to grow rapidly. Anyone interested in improving their health and fitness is welcome to join its connected fitness community.

And don’t harp on the term “athlete.” You don’t have to be an Olympian to be included. Under Armour’s mission is to make all athletes better and change the way they live.

Kurt Kendall speaking at #NRF17 Photo credit: David Trites

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