Under Armour’s brand mission is “to make all athletes better.” To Under Armour, athletes can be kids playing T-ball, student athletes in college, professional athletes or the everyday human trying to better himself or herself.
The brand wants to empower athletes to be their best. For starters, Under Armour acquired nutrition and fitness tracking app MyFitnessPal back in 2015. This lead to a digitally connected fitness community of 195 million users worldwide. Under Armour collects data on all of these users. With all of this data, Under Armour was able to launch its single customer view initiative.
Kurt Kendall, global head of consumer engagement for Under Armour, discussed the single customer view initiative at the National Retail Federation’s Big Show in a session titled “Under Armour: Disruptive Performance Through a Single View of the Consumer.” Kendall said the end goal of this initiative is to personalize every digital interaction anywhere in the world.