Sports Business/01/28/2020

How Under Armour Improves Walking with Data

We need your consent to enable the rating function!

This feature is only available when corresponding consent is given. Please read the details and accept the service to enable rating function.


Topher Gaylord, Kaitlyn Carpenter and Joshua Rattet talked about their project "Connected Fitness", which has grown more and more in recent years, at the ISPO Munich 2020. The mission: "Under Armour makes you better."

Mit einer App will Under Armour alle Läufer besser machen.
With an app, Under Armour wants to make all runners better.

"Running Is the Greatest Sport in the World"

"Connected Fitness" has collected quite a lot of data over the past few years, reported the three Under-Armour representatives at the 7th Running Shoe Symposium in the ICM at the Munich Trade Fair Centre.

Gaylord, SVP Global Sport Category Management, says, "Running is the greatest sport in the world, I'm happy to be in this industry." The US sporting goods manufacturer now has 217 million members around the world (mainly still in its home market of North America) who use the company's platforms. Of course, this brings together some data.

"Map My Run" Collects Two Million Miles a Day

The app "Map my Run" helps every runner individually, no matter if he is a recreational runner or an Olympian, Gaylord promises. "Running also brings new people to sports and we want to help those, too, not just the experienced ones." According to the mission motto all runners should be made better individually.

And thanks to a growing community, the analyses are also becoming increasingly differentiated - according to the old game: the more data the better the results. The app collects two million miles per day from all over the world.

"In General, We Do Not Sell Data"

Under Armour was founded in 1996 and for more than ten years, the company has been fully involved in the running shoe business. Since then, shoes and products have also changed massively. In several stages of development, the company has now designed at the Hovr running shoe, which is particularly useful for collecting data.

Because Hovr has a built-in chip in the sole. With its help, the run can be synchronized with the app or a Smartwatch. So far only after the race, but this year the tracking should be possible in real time. "This provides immediate feedback on cadence. As a runner, you can then adapt directly while running," says Carpenter.

With regard to data security and possible fears of users of disclosure, she replies: "This is regulated differently in each country. But in general, we don't sell data."