Under Armour, Inc. – Digital Transformation Strategies
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Under Armour Digital Transformation Strategies Overview
Under Armour, Inc. (Under Armour) is leveraging several emerging technologies, including AI, cloud, augmented reality, 3D printing, and metaverse among others to improve business operations, enhance customer service and develop better products. The annual ICT spending of Under Armour was estimated at $70.1 million for 2023. A major share of this spending is earmarked for acquiring software, ICT services and network and communications from vendors.
Under Armour develops, markets, and distributes branded performance footwear, apparel and accessories for active, athletic and casual occasions. The company’s apparel products are: HEATGEAR®, COLDGEAR®, COLDGEAR INFRARED®, UA RUSH™, UA Iso-Chill™, UA STORM™, and UA SMARTFORM™. It makes footwear for training, running, cleated sports, basketball, and outdoor applications. Its accessory portfolio includes performance gloves, bags, headwear, socks, and sports masks. Under Armour sells its products through various sales channels, including independent, national, regional, and specialty distributors and wholesalers, its own Brand and Factory House stores and e-commerce websites.
The ’Under Armour Digital Transformation Strategies’ report will act as a reference point to understand the company/competitor’s digital strategy. It will also help in understanding the digital preparedness of the company against its peers. The information included in these reports is sourced from a mix of our very own internal database and authentic secondary research links such as the company’s annual report, presentations, press releases etc. The report covers an overview of the company, its digital transformation strategies, technology focus areas, technology partnerships, technology introductions, and ICT spending among others.
Total ICT Spending 2023 | $70.1 million |
ICT Spend by Function | Data Center, Communications, Network, Application, End-User Computing, Management, and Service Desk |
ICT Spend by Channel | Internal Development and Maintenance, Technology Vendors (Direct), Local Resellers, Telcos, ICT Services Providers/Consulting Firms, Specialist Outsourcers, and Systems Integrators |
External ICT Spend by Segment | Software (Including Cloud SaaS), Hardware (Including Cloud IaaS), ICT Services, Consulting, Network and Communications, and Others |
Technology Theme Focus | AI, Cloud, Augmented Reality, 3D Printing, and Metaverse |
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Digital Transformation Strategies
Under Armour has equipped its 1,300-square-meter flagship store in The Dubai Mall with an innovative 3D Foot Scanner and an interactive AI-powered ‘Pick and Learn Station’ to elevate customer service. The 3D Foot Scanner uses computer vision to create a 360-degree scan of a customer’s feet, which helps store staff recommend the ideal footwear.
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Under Armour Technology Theme Focus
Under Armour is tapping into the power of key disruptive technologies to improve business operations, enhance customer service and develop better products. AI, cloud, augmented reality, and 3D printing are among the key technologies under focus for the company.
Under Armour Technology Focus
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Under Armour Technology Initiatives
Under Armour has been involved in several strategic technology partnerships, collaborations, and technology rollouts over the past few years. For instance, in 2023, Under Armour and hedgehog lab, a UK-based global tech consultancy, used AI and large language models (LLMs) to create ‘The Ultimate Team Talk’, an inspirational speech for football players participating in European football championships.
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Under Armour ICT Spend by Function
- Data Center
- Communications
- Network
- Applications
- End-user Computing
- Management
- ICT Service Desk
Under Armour ICT Spend by Function, 2023 (%)
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Under Armour ICT Spend by Channel
- Internal Development and Maintenance
- Technology Vendors (Direct)
- Local Resellers
- Telcos
- ICT Services Providers/Consulting Firms
- Specialist Outsourcers
- Systems Integrators
Under Armour ICT Spend by Channel, 2023 (%)
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Under Armour External ICT Spend by Segment
- Software (Including Cloud SaaS)
- Hardware (Including Cloud IaaS)
- ICT Services
- Consulting
- Network and Communications
- Others
Under Armour External ICT Spend by Segment, 2023 (%)
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Scope
This report provides:
- Insight into Under Armour’s technology activities.
- Overview of technology initiatives covering partnerships, and technology introductions.
- Insights on each technology initiative including technology theme, objective, and benefits.
- Details of estimated ICT budgets.
Reasons to Buy
- Gain insights into Under Armour’s technology operations.
- Gain insights into its technology strategies and innovation initiatives.
- Gain insights into its technology themes under focus.
- Gain insights into its various partnerships and technology introductions.
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Table of Contents
Frequently asked questions
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What was the total ICT spending of Under Armour in 2023?
The annual ICT spending of Under Armour was estimated at $70.1 million in 2023.
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Which function accounted for the highest ICT spending for Under Armour in 2023?
Network accounted for the highest ICT spending by function for Under Armour in 2023.
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Which channel accounted for the highest ICT spending for Under Armour in 2023?
Internal development and maintenance accounted for the highest ICT spending by channel for Under Armour in 2023.
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Which segment accounted for the highest external ICT spending for Under Armour in 2023?
Software accounted for the highest external ICT spending by segment for Under Armour in 2023.
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What are the key technology themes in focus for Under Armour?
Augmented reality, 3D printing, and metaverse are some of the key technological themes in focus for Under Armour.
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