My team ended up choosing Under Armour, with the reason being that it’s a company that has lost both its way and identity navigating the sports athleisure market. Out of the major companies dominating the athleisure space such as Nike, Lululemon and Adidas, Under Armour finds itself underperforming with a category of brands that aren’t their equal.

We felt that with a more structured, uniform and seamless UI/UX experience and design across Under Armour’s apps, in addition to brand refresh, stronger aggregation efforts for collecting and tracking athletic data, and presentation of those findings through creative brand partnerships and activations, that the company can increase its brand and market presence among its competitors.

While other athletic apparel brands such as Nike, Adidas and Puma have capitalized on the rise of athleisure, Under Armour (UA) has remained committed to enhancing athletic performance through technology in their apparel and digital offerings. Over the last 8 years, Under Armour has invested over $750MM in fitness tracking platforms like Map My Fitness, My Fitness Pal, and Edomondo in order to create an all-encompassing health and wellness experience.

Currently, the excessive number of apps Under Armour dedicates to connected health and fitness prevents users from a having a zero-friction experience, and also fragments the community they are trying to create.

The challenge is to become the daily fitness destination dashboard, aggregating all you want to know about your general fitness, sleep and activity level; through creating more seamless experiences for UA’s consumers, and strengthening global marketing.