UNDER ARMOUR CONCEPT AND EXPERIENCE REPORT Badzynski & Sons
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INTRODUCTION TABLE OF CONTENTS
Mission and Ethos . . . . . . . . . 4
Imaginative Questions . . . . . . . . 31
Goals . . . . . . . . . . . . . . . 5
Departure Points . . . . . . . . 32-34
Expanding markets . . . . . . . . . 6-7 Emerging Context . . . . . . . . 35-40 Trend Mapping . . . . . . . . . . . 8-9 Summary of User Journey . . . . . . 42 Recentives + Under Armour . . . . . 11
Behaviour Cycle Map . . . . . . . . 44
Right to Play . . . . . . . . . . . 12
Future Product Map . . . . . . . . . 46
Connected Fitness Timeline . . . . . 13
Abstracted Product Map . . . . . . . 48
Generative Questions . . . . . . 14-15 Infrastructure Map . . . . . . . . . 50 Scenario: Underdog . . . . . . . . 16
Future Scenarios . . . . . . . . . 51-55
Disruptive Approach . . . . . 17-18
Abstract Scenarios . . . . . . . . 56-58
Strategic Approach . . . . . . . 20-21
Business Model . . . . . . . . . 59-63
Nowable Scenarios . . . . . . . . 22-24 Strategic Scenario . . . . . . . . . 64 Values of Interaction . . . . . . . . . 25 Conclusion . . . . . . . . . . . . 65 Vision Model . . . . . . . . . . . 26 New CEO Letter . . . . . . . . . . 29 Introduction . . . . . . . . . . . . 30
PHASE ONE: You+
PHASE ONE MISSION AND ETHOS
MISSION “To make all athletes better through passion, design and the relentless pursuit of innovation� ACT like a global citizen THINK like an entrepreneur CREATE like an innovator PERFORM like a teammate
ETHOS Using innovative performance-based products to encourage individuals to pursue the healthiest version of themselves.
PHASE ONE GOALS
GOALS “In 2015 and beyond we will change the way athletes live”
CONNECTED FITNESS Connected fitness apps Omnichannel commerce
RETAIL Dedicated retail and flagship stores Expansion of international markets Focus on premium distribution
BRAND EQUITY Increased brand loyalty Account partnerships
PHASE ONE EXPANDING MARKETS
WOMEN’S FITNESS Under Armour plans to grow its women’s line into a $1B business. Womens sales went from 20% to more than 30% in 2014.
FOOTWEAR In 2014, Under Armour’s Footwear sales jumped 50% in the athletic apparel maker’s latest quarter. http://www.forbes.com/sites/greatspeculations/2015/04/23/earningsreview-under-armour-continues-its-strong-growth-story-with-another-bigquarter/ http://files.shareholder.com/downloads/Under ArmourRM/978551607x0x851607/CE03C622-48D4-4159-8A1D3D4D016E113F/Investor_Day_2015_Condensed_Slides.pdf
PHASE ONE EXPANDING MARKETS
CONNECTED FITNESS According to Kevin Plank, CEO, there will be 50 billion retail items with a connected chip within 5 years.
INTERNATIONAL The company projects overseas revenue to grow about fivefold by 2018. http://marketrealist.com/2015/09/armour-unveils-blueprintinternational-expansion/
PHASE ONE TREND MAPPING
INTERNET OF SHARING THINGS Connected objects become contextually relevant and allow for greater sharing and usage potential.
POST DEMOGRAPHIC CONSUMERISM The freedom to construct one’s own identity has disrupted the notion of fixed population demographics.
QUANTIFYING THE SELF Tracking and assessing biometric data allows for customized products and services. http://trendwatching.com/trends/10-trends-for-2015/
PHASE ONE TREND MAPPING
CURRENCIES OF CHANGE Personalized rewards and contextually relevant incentives motivate valuable self-improvement.
M TO M Made to measure has become more approachable due to advanced and more efficient manufacturing. http://trendwatching.com/trends/10-trends-for-2015/
PHASE ONE RECENTIVES + UNDER ARMOUR
REPLAY + INCENTIVES Uses emerging wearable technologies to provide context-driven incentives for deeper brand engagement and greater brand equity. Through a synthesis of Under Armour’s current goals in relation to consumer trends and behaviors, we posit that the company’s current position in connected fitness can contribute to their objective of broadening markets scope, by reshaping relationships to optimize brand engagement.
PHASE ONE RIGHT TO PLAY
Under Armour has signalled their intention of becoming architects of the future. They wish to leverage purchased apps and data to capitalize on deeply knowing their market. Their objective is to offer products and services corresponding to a dashboard for health.
PHASE ONE CONNECTED FITNESS TIMELINE 2013 Armour 39 - biometric tracking band acquire Mapmyfitness - location-based app 2015 Launch UA record Acquired Edmondo - social fitness app Myfitnesspal - nutrition app Gritness - community workout app Partnership with HTC - to provide connected products 2020+ projected goals Smartwear, Food & Nutrition, Health & Fitness http://www.forbes.com/sites/greatspeculations/2015/06/29/under-armourtargets-connected-fitness-to-continue-its-march-forward/ http://mobihealthnews.com/39498/under-armour-partners-with-htc-launchesfitness-data-aggregator-app/ http://files.shareholder.com/downloads/UARM/978551607x0x851607/ CE03C622-48D4-4159-8A1D-3D4D016E113F/Investor_Day_2015_ Condensed_Slides.pdf http://digiday.com/brands/armour-linking-fitness-data-customer-loyalty/a
PHASE ONE GENERATIVE QUESTIONS
What if you couldn’t lie about your health? What if Under Armour put you dog out of business? What if your effort become your crown? What if your sweat become a currency? What if imperfections didn’t matter? Would you look out for them if they looked out for you? What if you buy the standad, it becomes your ideal? What if Under Armour provided for you through you best friends? What if Under Armour made you feel invincible? What if Under Armour, as a brand, grew stronger as their customers grew stronger? What if you had to show that you cared to own Under Armour clothing?
PHASE ONE GENERATIVE QUESTIONS
What if Under Armour was more comfortable than pajamas? Would you look out for your friend if they looked out for you? What if Under Armoour ran its own schools? What is training? What if it was peer learning? What if Under Armour what the only company? What if Under Armour never used their brand again? What if Under Armour provided for you through your best friends? What if Under Armour let you have notifications on your run, unless it was an emergency?
PHASE ONE SCENARIO: UNDERDOG
I am the underdog. My worn down soles are a testament to my vigor, my loose laces, the proud marks of my relentless ambition. I am unconventional in every way. My scars attest to my willpower while my scuffs bear the markings of challenging the status quo. Others might be there for you. They will dazzle and shine for you. But I live where you need me most. I am the extra mile, the last enduring push. Protect this house. I will. I am Under Armour.
PHASE ONE DISRUPTIVE APPROACH
Under Armour has signalled their intent to broaden their market reach, primarily through the use of connected fitness. Our research has identified the rise of a post-demographic approach to consumption, a framework in which individuality is curated and refined by a particular user, leaving the notion of traditional demographics behind.
PHASE ONE DISRUPTIVE APPROACH
Our proposal in this context is to focus on the individual, rather than segmenting the population. A deep understanding of Under Armour’s current and future customers can be achieved by using data from connected fitness approach to create new levels of context for the user. We seek to push connected further to a create a new interactive framework, in which Under Armour will optimize brand engagement by providing community interaction & local customized goods.
NO SIZE NO GENDER JUST YOU
PHASE ONE STRATEGIC APPROACH
Our three tiered approach builds on the concept of the individual. Abandoning the traditional retail store allows us to focus on local products and custom production. Local for Local - “Product Glory” was founded by UA to move production from overseas into national regions. One step further would involve leveraging these local production methods in order to create on-demand product offerings for local consumers. Local production would allow for the creation of responsive clothing lines, acting as a more intuitive approach to people’s needs and physical progress.
PHASE ONE STRATEGIC APPROACH
Zero Interface Custom - Applying analytics to create individualized products and services can be used as a plentiful and time-saving method, rather than relying on the time and energy involved in personally inputting preferences and sizing. Community - Using the digital world to enhance the physical world, by providing an interface with which to connect to other users pursuing the similar goals. By purchasing the Gritness app, UA has demonstrated their understanding of the role neocommunities play in embracing individuals and harnessing the global market.
PHASE ONE NOWABLE SCENARIOS
ZERO INPUT CUSTOMIZED Quinn is a lover of colours, patterns and texture. She is always on the lookout for new and playful ways to express herself. Her discoveries are meticulously organized into a cloud-based “want� inventory. Rather than taking the chance and investing in each piece, Quinn stays true to her Under Armour, knowing full well that her tastes and exact measurements are filtered to generate customized looks that fit like a glove. There is truly no better way to have the look with the perfect fit. Product: Custom Clothing Technology: Analytics Partnership: Pinterest
PHASE ONE NOWABLE SCENARIOS
LOCAL FOR LOCAL It’s a chilly Tuesday, 7AM. Quinn is instantly energized by Apple’s notification, announcing that today she would become the proud owner of the latest iPhone. Quinn gets dressed, starting her day with a spring in her step. Once her spin class is complete, Quinn walks home, shivering she notes that the last few days have officially signalled winter’s arrival. At her doorstep, she picks up not one, but two packages. Without missing a beat, Under Armour’s custom winter workout attire, manufactured with state of the art technology, was delivered just in time for the first snowfall, with a new pocket that fits her latest iphone perfectly. Product: Local Production Technology: 3D Printing Partnership: Uber
PHASE ONE NOWABLE SCENARIOS
COMMUNITY It’s a crisp autumn morning, Quinn wipes her brow of sweat and takes a sigh of relief. Their run is over. She has doubled her speed since she joined through Under Armour Connections. Every morning she is invited to practice feet on the floor at 7AM. On Tuesdays and Thursdays, she runs with Emily. As she is handed fresh squeezed juice by her running partner, Quinn realizes how thankful she is to have people motivate her performance, on and off the track. Product: Running Group Connections Technology: Mobile Application Partnership: Runnning Room
PHASE ONE VALUES OF INTERACTION
OVERVIEW OF SCENARIOS Under Armour as a brand gives us time to do what is most important to us. Lets us look at the big picture while taking care of the details Enables connections that would otherwise not have been possible Helps us achieve our potential Allows us to participate in deep and engaging interactions Enables interactive experiences
PHASE ONE VISION MODEL
VISION MODEL
SPIRITUAL / CONTEXTUAL
SPIRITUAL / CONTEXTUAL
NEW SCENARIO IDEAL VALUES
LATENT LATENTBEHAVIOURS BEHAVIOURS
CURRENT MARKET CURRENT MARKET
PROVOCATIVE FUTURE PROVOCATIVE FUTURE IDEAL EXPERIENCE IDEAL EXPERIENCE
IDEAL VALUES NEW SCENARIO
TRENDING TRENDING
PRODUCT / SERVICE PRODUCT / SERVICE
PHASE TWO: Under Armour + Community + You
To make all athletes better through Transformative Statement passion, design and Mission the relentless pursuit of innovation To make all athletes better through passion, design and the relentless pursuit of innovation
To make oneself better through passion, To make oneself better passion, design and the design andthrough the relentless pursuit ofrelentless pursuit of community community To relentlessly pursue community by identifying potential and empowering the best version of humanity
To relentlessly pursue community by identifying potential and empowering the best version of humanity
PHASE TWO NEW CEO LETTER Imagine a world where every person grows up with the resources they need to reach their full potential and become an invaluable component to their community. Imagine the world of possibilities we can open up by helping to build these communities and deliver the support needed. Our movement is reimagining a world where everyone has the tools to inspire each other and work together to build the world they want to live in. We will give you the tools, the support, the direction to achieve your best, as part of a greater whole. Are you ready to take action? Kevin Plank Under Armour CEO
PHASE TWO INTRODUCTION
There is potential within every person to produce greater value both as an individual, and within community as a whole. Under Armour will offer you the ability to maximize the interactions in your life, so that you can build a better future for yourself and others. In order to build this better future, Under Armour will evolve their perspective to focus on supporting mass individuality. Under Armour will create the space where community can be grown and built upon, by empowering every person to be the fullest version of themselves.
PHASE TWO IMAGINATIVE QUESTIONS
How do we forge value? How can we maximize potential? How do we reimagine community? How can we empower individuals? How do we inspire collaboration? How do we augment networking? How do we distribute value? How do we propel infrastructures?
PHASE TWO DEPARTURE POINTS
Social Objects - enabled clothing that interacts with your community with Zero Interface Social Capital - having a known value in your community Social Currency - the ability to trade skills and desires for value Expertise - the knowledge that you are best suited for a task Belonging - the communities’ need for your participation Achievement - recognition for the pursuit of your passion and working towards fulfilling your potential
PHASE TWO DEPARTURE POINTS
Under Armour has the unique opportunity of to add value to the lives of their users in six distinct ways. First, providing users with Social Objects will connect them to a new community, allowing shared information amongst peers. This community will be structured to best distribute responsibilities; by a user’s ability, strengths and passions, effectively creating a relationship based on Social Currency. The fulfillment of their own unique role will result in individual Social Value. By being irreplaceable in their community, members will have the freedom to focus on their own niche and become intrinsically motivated Experts in their passion areas.
PHASE TWO DEPARTURE POINTS
Under Armour’s role in this ecosystem is to analyze the desires and constraints of their members to ensure that constraints can be satisfied, so that desires can be pursued. A sense of Belonging will emerge once a selfsustaining network of users, acting in the role they are best suited for, is created. The goal of building this system is to provide a framework where users are intrinsically motivated to pursue their passions. In order to continually refocus the community mindset on this objective, Under Armour will publicly acknowledge the Achievements of users in their pursuit of passion, not in comparison to others feats.
PHASE TWO EMERGING CONTEXT SUMMARY Under Armour is uniquely suited to becoming a context for self emergent communities. They will achieve this through their dominance of the future media creation economy. Under Armour’s ability to implement the different phases of this plan will increase the likelihood of the company being able to control the future media creation economy. Acting first and refocusing their company on this one goal; being the context that allows users to engage with the pursuit of passion, will allow Under Armour to dictate the currency that is valued in this future space. Being the first large player to market in this area will give Under Armour the role of network organizer and will allow all other companies to join as partner services, interacting in a similar fashion to the communities’ users. The faster that Under Armour can incentivize users to adopt this their new program, the greater the scale that can be achieved. Under Armour is uniquely suited to this role for the following reasons.
PHASE TWO EMERGING CONTEXT
THEMES Under Armour has already expressed intent on investing in users, their data, and supporting them to push themselves further. As phase 1 detailed, their commitment to purchasing all apps relating to fitness tracking signals their intent to invest in fitness communities.The overarching goal of the company that is to pivot their focus and invest heavily in strategic advantage, as long as it benefits both Under Armour and the end user. This proposal is Under Armour’s next strategic advantage in achieving their designed future.
PHASE TWO EMERGING CONTEXT
AGENTS Under Armour has proven itself capable of analyzing fitness data, as they assist in the performance acceleration of professional soccer players. When Under Armour invests in the infrastructure to scale these services, they can bring that level of analysis to all of their users. This is the degree of custom attention that is described in Phase One. As Under Armour investment continues these infrastructure investments become the Change Agents that place Under Armour in the unique position to begin optimizing the performance of non-athletic pursuits, and provide the context that allows Under Armour to provide a vast array of services and products delivered by users and partner services.
PHASE TWO EMERGING CONTEXT
TECHNOLOGY The technology to track user activities and the production technology to create custom clothing is already accessible. It is therefore possible to implement the Phase 1 plan. If we look forward and continue to invest in the technology, the costs associated with these pursuits will decrease as production scales. It is at massive scale that neo-communities become possible, and therefore Under Armour must move as quickly as possible to scale towards that future.
PHASE TWO EMERGING CONTEXT
TRENDS The trends discussed in Phase 1 equally apply to the development of Phase 2. However, we suggest that Under Armour look beyond current trends and focus on looking to understand the intrinsic human desire for communities of valued participants. This could set the foundational elements to a new company vision.
PHASE TWO EMERGING CONTEXT
Once this intrinsic need is defined, looking forward to future trends can directly influence Under Armour’s strategy and implementation. Contextual Omnipresence “innovative channels + nuanced contexts = right place + right time” Beneficial Intelligence - smart technologies that are of benefit to the user by saving them time, money and by making their lives easier. 3D Printing Textiles - 3d printing textiles allow tailored, on the spot product offerings, while disrupting retail http://trendwatching.com/trends/5-trends-for-2016/
PHASE ONE MISSION AND ETHOS
PHASE TWO SUMMARY OF USER JOURNEY I wake up, it’s 7am. I sit up, stretch, and take in the sun as it begins to rise, signalling another fresh spring morning. I step out of bed to dress, and my slippers wrap themselves around my feet. Downstairs, I scan through a list of curated messages as they dash around the rim of my tea cup. As I acknowledge each one, they slowly drift off into a whiff of steam. I contemplate my goals for the day, while watching my dishes march into the dishwasher’s waiting embrace. In the studio, I shed the sleeves of my sweater and call the room to attention. 1 2 3 4; 1 2 3 4; step, step, leap, turn. Two hours later, thoroughly exhausted, I take a breath. The music slows and the mirror shifts to show my last attempt, aligning my past self with the beat of music. I’m still missing that third beat. I grit my teeth and the room responds to my determination. 1 2 3 4; 1 2 3 4; 1 2... this time the floor
changes beneath me, a swirl of colour emerges and encourages me forward. 1 2 3 4. And I’ve done it. The music rises. Instantly refreshed, I try it again... and then again. 12 o’clock now, I hear the sound of feet above, and my children arrive home, ready and eager for lunch. I open the fridge, revealing a large fresh picking of produce from the neighbourhood garden. Though I’ve not participated, I am grateful that my love of cooking for the neighbourhood children is supported by the work of so many others. Mostly, I am grateful that I can appreciate the labors of other people’s’ passions, which allows me to focus on what’s most important to me: family, and my work. An hour later, the kids are ready to leave. A car pulls up outside to transport them back to school. Andy’s father waves to me from the driver’s
seat, as he pulls away. For some parents, it would be hard to work through the night, but Andy’s father prefers it. He gets to see his children every afternoon and still be home to tuck them in at night. How many parents can expect to accomplish so much every single day? Back to work. I check my schedule and smile, it’s performance time. I head back down to my studio and find my space transformed into a stage with a thousand people, awaiting me.
PHASE ONE MISSION AND ETHOS
PHASE TWO BEHAVIOUR CYCLE MAP
The strength of an enduring business strategy is one that is based upon the intrinsic motivation of its users to create their content on a platform connected by Under Armour. To achieve this goal, we can network individuals to support each other in their endeavours while providing them with the resources they need to maintain accelerated media forged from passion.
PHASE TWO FUTURE PRODUCT MAP
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PHASE TWO FUTURE PRODUCT MAP
Originating from a perspective of pure product values, Under Armour will move into a framework that reimagines their role within a community.
PHASE TWO ABSTRACTED PRODUCT MAP
We recognize Under Armour to be a transformative company. From the inception of their core product offerings, to the expansive future markets we have mapped out, Under Armour retains the right to play within a spectrum of performance enhancing products and experiences.
PHASE TWO BUSINESS PLAN MAP
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PHASE TWO INFRASTRUCTURE MAP In their neo community template, Under Armour will present themselves as the infrastructure for a reimagined third home. With the acknowledgement that no single person can manage an entire ecosystem, Under Armour will take the many constraints and desires within each person’s life, and create a network of interactions that synthesizes its mass scope, into an actionable exchange. Under Armour will actualize this metamorphosis through their continuation of data collection, usage of connected devices, and their overall context enabled through these technologies. From this, Under Armour will create an infrastructure that allows them to organize an individual’s constraints and desires to offer maximized value to each person within that community. This structure becomes sustainable when each person’s constraint become another’s desire.
PHASE TWO FUTURE SCENARIOS
MEDICAL Before the doctor diagnoses you with gestational diabetes. Before MediGaurd prescribes you your insulin. Before medical emergency respondents arrive at the scene. Before your neighbor calls 911. Your comforting monitoring device is subtly sending your progressive vitals as your body works its way towards the healthiest birthing process nature intended. Technology: Non Invasive Insulin Detection Monitoring (NIID Monitors) Interaction: Need To Know Partnership: MediGaurd
PHASE TWO FUTURE SCENARIOS
GAMIFICATION Growing up, we’d break into cars, drive them around the city, and do mob boss’s bidding until we were our own bosses.We played with the television.When we were teenagers, we leveled up our skillsets, earning ourselves valor and legacy in and amongst our wizard robes.We played with each other in the comic store on weekends. Because nobody else would. In college, we battled with wooden swords, casting spells and running over fields to save anyone in distress. There was imagined blood, but there was real sweat, and the losers always cried. We played with each other, until we had to take life more seriously. But now, we take our gaming seriously. With GPS locators for team strategy, and black ops athletic gear, we play in the streets again. We play to come together, but, we don’t just play the game, we are the game. Technology: GPS Interaction: LARPING Partnership: Sony Playstation
PHASE TWO FUTURE SCENARIOS
GOLDEN WINGS After months of scrambling from perch to perch, falling and crawling. Today is a new day, a chance to try again. With a deep breathe I reach out to grab my teddy bear. One two three steps. Then it’s over and with a cry of surprise I fall into the fuzzy arms of my best friend. Above with a flash a gold a Halo appears acknowledging my once-ina-lifetime achievement, and the Nest Cam captures a record of my feat. Technology: Connected Devices Interaction: Augmented Reality Partnership: Nest
PHASE TWO FUTURE SCENARIOS
SOCIAL COMMUTING Its Monday morning rush hour in the subway and the train is absolutely packed. Everyone around me is plugged in with their headphones, defensively stating they don’t want to be bothered on their commute into work. However, mine hang under my jacket, unused, allowing me the freedom to chat or observe my fellow commuters. It really makes me feel connected to my city. I’m curious to see who else shares my enthusiasm, so I double tap the nearest handrail. Nearby passengers are identified as “open for conversation” by a twinkle in their eye. At that moment, eight other passengers in my car, show themselves available and ready. I spot Madeline, sitting three rows away, noting that she is ecstatic about the upcoming Star Wars movie. Yes. I walk over to her... “Are you going to the Star Wars midnight premiere?” Technology: Near Field Communication, Nanotechnology Interaction: Connected People Partnership: Acuvue Contact Lens
PHASE TWO FUTURE SCENARIOS
CRYOTHERAPY Doing what it takes, every single day. It sounds easy when you say it. It becomes harder to enact. Another day on the battlefield. I work through the tightness and push through the aching. In this game, fearlessness is the only currency. Speed, your only shot at survival. A deafening hit, as time stops to empty my lungs of air. Ringing, as I fall to the ground. Time stands still, as I will every muscle in my body to bounce back. I steady my footing, and feel the familiar rush of cold transpiring across my body. I feel immediate relief, but the true results come through in my accelerated recovery. One step closer to unstoppable. Product: Under Armour Impact Technology: Cryotherapy Partnership: Cryo USA
PHASE TWO ABSTRACT SCENARIOS
The cold breeze of early winter whips around the trees. As the sun falls over the frosted landscape, the trail is obscured and a wrong turn is made. Night falls and the path is lost completely. Heart rates slow, and feet become slowly numb. With trembling hands, a map is pulled out in an attempt to find their way. As he feels the harsh winter wind, the map leaps to the ground, its form multiplying, creating a safe haven for it’s weary travelers.
PHASE TWO ABSTRACT SCENARIOS
Taunts, threats and a pleading voice. Jack feels his back pushed into the desk behind him. His stomach clenches and his palms are sweaty. His knees buckle and the chair catches his fall. He tightens his first around the desks, as they move to form a barricade between him and his aggressors. The bell sounds in an attempt to break up the altercation, but words are still hurled across the line of desks. The laces in his shoes tighten, encouraging his feet into action. Jack takes a deep breath, sits up straighter and opens his mouth‌
PHASE TWO ABSTRACT SCENARIOS
The wind twists and curls us in whatever way it wants. The air is fresh and the sun is radiant, what a wonderful day. Suddenly, an earthquake! The ground rumbles as a child runs by, their tiny footsteps carrying
I upload this data to the nearest tree, and so do my neighbours. The tree, a focal point
them away from the park and onto the dangerous nearby road.
of data transfer notifies the parent that their child is escaping the park and unknowingly putting themselves in danger. The field of grass is the safety net.
PHASE TWO BUSINESS MODEL
While Under Armour’s current focus is almost entirely within the physical realm, they have shown intent to move into a social realm by purchasing companies that facilitate active communities and collect user data to improve their product offering. Despite these indicators, Underarmour has yet to implement a holistic strategic vision. Each phase can be a 5-year spread
PHASE TWO BUSINESS MODEL
PHASE 1: YOU+
and improved tailored products as well as health advice to accelerate and increase the enjoyment of every user experience.
Under Armour takes a step in shifting to focus on individuality, beginning with the comparison of small data in the large data context. In doing this, Under Armour will OUTCOMES enable themselves to: Under Armour concludes that a more effective Provide individualized workout will translate to advice to users based progressive results. Using upon their preferred less time and increased activities and the energy will allow the user to effectiveness of similar actions with like users and focus more on their passions. body types.
Offer custom-made products to individuals, allowing items to be tailored to fit and individuals need.
TO MARKET STRATEGY
Under Armour will begin to slowly implement their new focus by enrolling Under Armour enthusiasts and Track each person’s growth social media bloggers into to reward users with new their three-tiered program.
PHASE TWO BUSINESS MODEL custom experiences that PHASE 2: PARTNERSHIPS allow users to more deeply The results of phase 1 explore areas of passion. will produce happy and Exploration could include, healthier users who have but is not limited to: more time to focus on their educational/recreational passions. Outcomes will vary, but may include: more classes, restaurants/food, cultural tours, or vacations. time to focus on family, work, and hobbies. By utilizing connected sensors OUTCOMES in clothing, Under Armour Under Armour provides a can begin cataloguing more relaxed and balanced these activities and expand lifestyle for users who beyond fitness enhancement become more reliant and recommendations. trustful of Under Armour’s tailoring advice and services. Phase 2 will focus on increasing the depth of these experiences by continuing to TO MARKET STRATEGY make recommendations that Under Armour will begin to complement the user, while partner with other companies that can provide custom simultaneously providing experiences.
PHASE TWO BUSINESS MODEL
PHASE 3: WE3: NEOCOMMUNITY Under Armour will begin to shape neo-communities. Through the process of defining passions, preferences, and shortterm/ long-term goals, Under Armour will maintain a growing catalog of all associated user data. These communities will not be constrained by geography or be defined by monetary value. Under Armour will act as the enabling force that allows these societies to thrive. They will analyze user data and make potential connections by considering
complementary skills and passions, resulting in accelerated personal growth for users.
OUTCOMES Users will add a new social dimension to their lives that is intrinsically self-sustaining because it benefits every user. The individual will become a valued fixture in the community based upon the pursuit of their passion.
TO MARKET STRATEGY Large scale analysis of small data in a connected context, creating an environment to support this context.
PHASE TWO BUSINESS MODEL
PHASE 4: MY VALUE Phase 3 accelerates the growth of passion based communities, ideally making the individuals more efficient and mindful of their roles in their communities. The next step of Under Armour’s progression is to redefine the value of creation in this community, or plural, to craft a structure that supports inter-community credit, based upon need of an individual’s relentless pursuit of passion.
PHASE TWO STRATEGIC SCENARIO 10 years ago today, Under Armour paid testament to its rebellious roots. Only a company started in a Washington D.C. basement could understand users the world over as well as Under Armour. In 2015 we launched the Under Armour You+ program, and shifted our company to serve the needs and passions of our customers. 5 years later, we introduced the We3 program and disrupted the industry standard of monetization. This has given Under Armour the flexibility to pursue the greatest experience for their customers. This lead to the 2020 introduction of the Under Armour Partners Program. We understood intrinsically how this would impact our
members but didn’t realize how quickly it would be embraced. Today we are thrilled to announce the introduction of Postmates to the Under Armour family. Postmates reflects all of the values that Under Armour has built the company around. The flexibility to provide customers with an individualized custom delivery experience and the pursuit of an environmentally friendly business model. We hope to continue contributing to every facet of our user’s lives. In this way we will continue to be the company that offers the greatest support of users passions.
PHASE TWO CONCLUSION
Our value as individuals can be seen within our placement and participation within community. Under Armour will create the infrastructure to maximize value, by distributing every variable to the appropriate user. This infrastructure will offer its full potential when each person’s constraints become another person’s desire. Under Armour will become the infrastructure where this intersection exists, allowing for people to actively build better futures for not only themselves, but their communities as well.