Under Armour is undergoing a significant digital transformation, moving beyond its traditional role as an apparel provider to become a digitally-driven, consumer-centric brand. This transformation involves modernizing core enterprise systems, enhancing its e-commerce platforms, and integrating advanced analytics and AI into various business functions. Under Armour is specifically focusing on connecting physical products with digital experiences, creating immersive consumer journeys through connected fitness applications and personalized marketing.
This shift creates critical dependencies on robust data infrastructure, seamless system integrations, and continuous data accuracy. The transformation introduces challenges such as ensuring consistent data flow across diverse platforms, maintaining real-time inventory visibility, and managing the complexities of AI-driven personalization at scale. This page will analyze Under Armour's key digital initiatives, the operational challenges they face, and the specific selling opportunities these transformations present.
Under Armour Snapshot
Headquarters: Baltimore, USA
Number of employees: 14,400
Public or private: Public
Business model: Both
Website: https://www.underarmour.com
Under Armour ICP and Buying Roles
Under Armour targets large-scale global retail and direct-to-consumer businesses with complex supply chains. They also target companies requiring advanced data analytics for consumer engagement and product development.
Who drives buying decisions
- Chief Digital Officer → Oversees digital products, global e-commerce, enterprise technology, and advanced analytics.
- Chief Information Officer → Manages global technology teams and drives digital progress with scalable platforms.
- VP of Global E-commerce → Manages online sales performance and customer experience initiatives.
- Head of Supply Chain → Directs inventory optimization, logistics, and supply chain transparency efforts.
- Head of Marketing Technology → Oversees the Martech stack, customer journey tracking, and digital marketing strategies.
Key Digital Transformation Initiatives at Under Armour (At a Glance)
- E-commerce Platform Replatforming: Migrating online store operations to a new, more performant platform like Salesforce Commerce Cloud.
- AI-Driven Personalization and Marketing: Deploying artificial intelligence for targeted marketing campaigns, personalized content, and product recommendations.
- Supply Chain Traceability Enhancement: Implementing systems like the Protocol Consumption Management Solution (PCMS) to track cotton from farm to product.
- SAP ERP System Modernization: Migrating SAP environments to cloud platforms like AWS to enhance analytics, machine learning, and core enterprise functions.
- RFID for Inventory Management: Deploying Radio-Frequency Identification technology for real-time inventory visibility and loss prevention in retail stores.
- Connected Fitness Ecosystem Development: Integrating physical products with digital apps (e.g., MapMyRun) to collect fitness data and offer immersive experiences.
- Digital Retail Experience: Introducing in-store technologies like smart digital signage, lift & learn kiosks, and 3D foot scanners to enhance customer engagement.
Where Under Armour’s Digital Transformation Creates Sales Opportunities
| Vendor Type | Where to Sell (DT Initiative + Challenge) | Buyer / Owner | Solution Approach |
|---|---|---|---|
| E-commerce Platform Connectors | E-commerce Platform Replatforming: customer data is fragmented across various global storefronts | VP of Global E-commerce, Head of IT | Consolidate customer records across international e-commerce sites |
| E-commerce Platform Replatforming: site search returns irrelevant product results | Head of E-commerce, Marketing Technology Lead | Refine search algorithms for precise product discovery | |
| E-commerce Platform Replatforming: checkout processes fail for specific international payment methods | Head of Payments, E-commerce Operations Manager | Integrate localized payment gateways and currency converters | |
| AI Personalization & Data Orchestration | AI-Driven Personalization: customer segments do not update in real-time across marketing platforms | Head of Marketing, Head of Data | Synchronize customer profiles across diverse marketing channels |
| AI-Driven Personalization: AI-generated content does not align with brand voice before campaign launch | Brand Marketing Lead, Content Strategist | Validate AI outputs against established brand guidelines | |
| AI-Driven Personalization: product recommendation engines show irrelevant items to returning users | E-commerce Merchandising Lead, Data Scientist | Calibrate recommendation algorithms with recent browsing behavior | |
| Supply Chain Visibility Platforms | Supply Chain Traceability Enhancement: raw material batches cannot be tracked from origin to factory | Head of Sourcing, Supply Chain Compliance Manager | Trace product components through every stage of the supply chain |
| Supply Chain Traceability Enhancement: supplier compliance data does not integrate with procurement systems | Vendor Relations Manager, Procurement Operations Lead | Link supplier records with compliance management tools | |
| RFID for Inventory Management: stock discrepancies occur between physical stores and warehouse systems | Inventory Control Manager, Retail Operations Lead | Reconcile real-time stock levels across all sales channels | |
| Cloud ERP Optimization | SAP ERP System Modernization: transaction processing slows during peak sales periods on current infrastructure | ERP Systems Manager, IT Operations Director | Reallocate cloud resources for improved system responsiveness |
| SAP ERP System Modernization: security vulnerabilities appear during data migration to cloud environments | Chief Information Security Officer, Head of Cloud Infrastructure | Implement security protocols for data transfers and storage | |
| Retail Experience Technology | Digital Retail Experience: in-store sensor data does not integrate with customer relationship management (CRM) | Retail Experience Manager, Marketing Analytics Lead | Connect in-store interactions with customer profiles in CRM |
| Digital Retail Experience: digital signage displays outdated promotions in physical stores | In-Store Marketing Manager, Visual Merchandising Lead | Automate content updates across all digital display units |
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What makes this Under Armour’s digital transformation unique
Under Armour's digital transformation uniquely blends physical product innovation with advanced digital experiences to create a connected fitness ecosystem. They prioritize deep consumer engagement through owned fitness apps and data, moving beyond transactional e-commerce to deliver personalized athletic journeys. This approach makes their transformation highly dependent on seamless integration between wearable technology, mobile applications, and backend data analytics platforms. Their focus on traceable supply chains for sustainability also adds a distinct layer of complexity and data dependency compared to typical retail digital shifts.
Under Armour’s Digital Transformation: Operational Breakdown
DT Initiative 1: E-commerce Platform Replatforming
What the company is doing
Under Armour is migrating its global e-commerce operations to advanced platforms like Salesforce Commerce Cloud. This initiative aims to consolidate its various online storefronts and improve site performance for consumers. They seek to enhance the speed and user experience on their direct-to-consumer websites and mobile applications.
Who owns this
- VP of Global E-commerce
- Head of E-commerce
- Director of Web Development
Where It Fails
- Customer purchase history data fails to synchronize between new and old e-commerce systems.
- Localized product content does not display correctly after platform migration.
- Complex promotions or discount codes do not apply accurately at checkout.
- Integration issues cause delays in real-time inventory updates across global sites.
Talk track
Noticed Under Armour is re-platforming global e-commerce operations. Been looking at how some brands are centralizing customer profiles across disparate systems instead of managing fragmented data, can share what’s working if useful.
DT Initiative 2: AI-Driven Personalization and Marketing
What the company is doing
Under Armour is embedding artificial intelligence into its marketing and personalization efforts. They are using AI for predictive insights, personalized product recommendations, and targeted advertising campaigns. This strategy aims to create hyper-personalized engagement and move towards a demand-led business model.
Who owns this
- Head of Marketing
- Chief Digital Officer
- Marketing Technology Lead
- Head of Data Science
Where It Fails
- AI models generate irrelevant product recommendations for specific customer segments.
- Marketing campaign segments do not reflect real-time customer behavior changes.
- Personalized content delivery fails to load consistently across different digital channels.
- Customer data privacy controls are not consistently enforced across AI-driven platforms.
Talk track
Saw Under Armour is leveraging AI for personalization in marketing. Been looking at how some teams are validating AI-generated content for brand consistency before deployment instead of correcting errors post-launch, happy to share what we’re seeing.
DT Initiative 3: Supply Chain Traceability Enhancement
What the company is doing
Under Armour is enhancing its supply chain with advanced traceability systems, such as the Protocol Consumption Management Solution (PCMS). This initiative focuses on achieving article-level transparency, tracking materials like cotton from their origin to the final product. The goal is to provide verifiable proof of responsible sourcing and sustainable practices.
Who owns this
- Head of Supply Chain
- Director of Sourcing
- Supply Chain Compliance Manager
Where It Fails
- Raw material origin data cannot be verified against inbound shipment records.
- Supply chain partners do not consistently update traceability information in the central system.
- Discrepancies appear between reported sustainability metrics and actual production data.
- Product recalls cannot pinpoint specific affected batches in the supply chain rapidly.
Talk track
Looks like Under Armour is strengthening supply chain traceability. Been seeing teams enforce supplier data standards upfront instead of reconciling mismatched information downstream, can share what’s working if useful.
DT Initiative 4: SAP ERP System Modernization
What the company is doing
Under Armour is modernizing its core enterprise resource planning (ERP) systems, specifically migrating its SAP environments to cloud platforms like AWS. This modernization aims to enhance core functions, improve operational agility, and integrate advanced analytics and machine learning capabilities. The goal is to streamline workflows across various business units.
Who owns this
- Chief Information Officer
- ERP Systems Manager
- Head of IT Infrastructure
- IT Operations Director
Where It Fails
- Financial transaction data fails to sync between SAP modules during reporting cycles.
- Inventory levels in the ERP do not reflect real-time stock counts from warehouses.
- Order fulfillment processes stall due to integration failures between ERP and logistics systems.
- User access permissions are inconsistent across different cloud-based SAP environments.
Talk track
Noticed Under Armour is modernizing its SAP ERP system on cloud platforms. Been looking at how some companies are validating data integrity during cloud migrations instead of discovering discrepancies later, happy to share what we’re seeing.
Who Should Target Under Armour Right Now
This account is relevant for:
- Headless commerce and e-commerce platform providers
- AI-powered personalization and customer data platforms
- Supply chain visibility and traceability solutions
- Cloud ERP migration and optimization services
- Retail analytics and in-store experience technology
- Digital asset management for product content
Not a fit for:
- Basic website builders with no enterprise capabilities
- Standalone marketing tools without system integrations
- Generic IT infrastructure providers without domain expertise
- Consulting firms focused only on abstract strategy development
When Under Armour Is Worth Prioritizing
Prioritize if:
- You sell solutions for customer data unification across fragmented e-commerce platforms.
- You sell platforms that validate AI-generated content against brand guidelines before publication.
- You sell tools for real-time tracking of raw materials through complex supply chains.
- You sell services for securing and optimizing SAP ERP data during cloud migrations.
- You sell systems that integrate in-store sensor data with customer relationship management platforms.
Deprioritize if:
- Your solution does not address any of the breakdowns identified above.
- Your product is limited to basic functionality with no advanced integration capabilities.
- Your offering is not built for global, multi-channel retail environments.
Who Can Sell to Under Armour Right Now
E-commerce Experience Platforms
Salesforce Commerce Cloud - This company offers a cloud-based e-commerce platform for personalized shopping experiences and global scalability. Why they are relevant: Under Armour experiences fragmented customer data across various global storefronts, leading to inconsistent customer views. Salesforce Commerce Cloud can unify customer profiles, enabling a single, comprehensive view of shopper interactions and purchase histories across all online channels.
VTEX - This company provides a single-platform solution for e-commerce, marketplaces, and order management with native omnichannel capabilities. Why they are relevant: Under Armour needs to integrate service providers like email marketing and payment methods into its e-commerce operations. VTEX centralizes product, inventory, and order management, offering agility and lower operating costs while integrating diverse digital services.
MojoTech - This company provides custom e-commerce development, leveraging modern web technologies like Next.js for improved site speed and user experience. Why they are relevant: Under Armour's online platforms suffer from slow page loads and poor search engine visibility, hindering user engagement. MojoTech can overhaul the e-commerce front end to achieve significant speed increases and optimize product pages for search engines, boosting conversions.
AI Personalization & Data Governance
Claravine - This company offers a Data Standards Cloud that helps teams standardize, connect, and control data collaboratively. Why they are relevant: Under Armour's AI-driven personalization efforts require high data integrity across its global campaigns and platforms. Claravine can ensure marketing data is standardized and consistent from the start, improving the accuracy of AI models and personalized customer experiences.
Adobe Analytics - This company provides advanced analytics for understanding customer journeys and measuring digital marketing ROI. Why they are relevant: Under Armour needs to meticulously track the entire customer journey and refine its digital marketing approach. Adobe Analytics can provide deep insights into user behavior across digital touchpoints, informing AI models for personalization and optimizing campaign performance.
Iterable - This company offers a customer activation platform that uses AI to personalize customer journeys across multiple channels. Why they are relevant: Under Armour's personalized product recommendation engines sometimes show irrelevant items, diminishing customer engagement. Iterable can segment customers based on real-time activity and preferences, ensuring more relevant product suggestions and consistent personalized communication across various channels.
Supply Chain Traceability & Inventory Management
US Cotton Trust Protocol (PCMS) - This organization provides a voluntary sustainability and traceability platform for cotton supply chains, offering field-level data and article tracking. Why they are relevant: Under Armour is piloting PCMS to achieve article-level supply chain transparency for cotton in its products. The system addresses the need to track raw material batches from farm to final product and verify sustainable sourcing, providing critical data for compliance and reporting.
Rnv.ai - This company provides AI-powered inventory management solutions to optimize stock levels and improve product availability. Why they are relevant: Under Armour faces challenges with optimizing inventory levels and making data-driven decisions to ensure products are in the right place at the right time. Rnv.ai can deploy AI to forecast demand more accurately and manage stock across various locations, reducing manual efforts and improving availability.
Manhattan Associates - This company offers comprehensive supply chain solutions, including warehouse management and extended enterprise management for inventory visibility. Why they are relevant: Under Armour needs to enhance visibility into its inventory and improve communication with vendors throughout the supply chain. Manhattan Associates' solutions enable accurate available-to-promise commitments and better management of products in distribution centers, speeding up order fulfillment.
Cloud ERP & Integration Solutions
SAP S/4HANA - This company provides an in-memory ERP suite for real-time business management, encompassing various enterprise functions. Why they are relevant: Under Armour is actively modernizing its SAP ERP system, moving its environments to the cloud to enhance core functions and improve operational agility. SAP S/4HANA helps consolidate and streamline critical business processes, such as warehouse management and inventory control.
AWS (Amazon Web Services) - This company provides a comprehensive cloud platform offering computing power, storage, and various services for enterprise applications. Why they are relevant: Under Armour migrated its SAP environments to AWS to integrate analytics, machine learning, and secure cloud infrastructure. AWS helps Under Armour ensure scalability, security, and agility for its modernized ERP system, fueling innovation in product design and sales.
DataServ - This company offers accounts payable automation solutions that integrate with ERP systems like SAP Ariba to handle invoices and reduce manual processing. Why they are relevant: Under Armour faces manual invoice processing challenges within its SAP Ariba system, particularly for invoices not flowing automatically. DataServ can automate the processing of these non-network invoices, providing full visibility and reducing manual workloads for the accounts payable team.
Final Take
Under Armour is aggressively scaling its digital capabilities across e-commerce, marketing, and supply chain operations. Breakdowns are visible in data fragmentation, AI model accuracy, and real-time inventory synchronization across diverse systems. This account is a strong fit for solutions that enforce data integrity, automate complex cross-system workflows, and enhance end-to-end visibility.
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