Under Armour

What could a store do for an athlete?

Client
Under Armour
Discipline
Future retail
Role
Experience Director
Year
2018
Platform
Physical retail, Connected fitness
Responsibilities
Experience strategy, concept development, journey
The Armour Bar welcome screen on a tablet, beside the MapMyRun app on a phone

Overview

Not a better shop. A Human Performance Center, where performance data, elite training expertise and physical space combine to make someone measurably better.

Three concept panels: MapMyCity visualization, promo capture, and future focus interaction
Map My City

Pilot one: Armour Bar

Human optimization, not another dashboard.

Data is only valuable when it helps someone make a better decision. Elite training expertise became the layer that turned readings into advice.

Prototype screens for the goal-setting flow, from pairing MyFitnessPal through choosing a goal to a sample training week

Strategy

An experience built to bring athletes to elite status

Under Armour already had athletes, trainers, performance data and connected fitness. The opportunity was to combine them.

The five station steps: entice, recognise, challenge, capture goals, and deliver the plan to the athlete's phone
The full screen set for the station experience, across two rows of states

Pilot two: Map My Run

Turn the world’s cities into your running course.

Routes built around distance, ability, goals, landmarks and what other runners are doing, starting in Baltimore, the home of Under Armour.

The Armour Bar high level steps map, showing passive and interactive paths from entrance through community visualization to experience outcomes

Outcome

2 Pilots taken from strategy to concept
1 Athlete experience, not separate channels
Baltimore Where it started

Retail doesn’t have to begin and end with a transaction. The relationship can continue long after someone walks out the door.

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