Under Armour is undertaking a really smart strategy of taking data seriously. Whist many brands pay lip service to collecting and using customer data, Under Armour’s purchase of MyFitnessPal and Endomondo could be a game changer for them.
Instead of using research and indicative data, they are taking a data led approach, using huge amounts of real data they can feed in to their product development and marketing communication programmes. This means they can create products that match real requirements and engage with their customers in a much more relevant manner.
If Under Armour can manage and interpret the data well – and there’s no reason why they shouldn’t – they have the opportunity to create a new super brand based on personalised products and communications, something we direct and digital marketers have been preaching for years. It will be interesting to see how it develops and let’s hope they make a great success of it.