VMSD - October 2020 - 15

Connecting
THE DOTS

Under Armour unveils a new concept that aligns its
brand purpose and in-store experience.

Co ur tes y o f Unde r A rm ou r, Baltim or e

By Jennifer Acevedo,
Editor-in-Chief/Associate Publisher

K

nown around the world
for its dedication to helping
athletes, both pro and amateur,
continuously assess and improve
their performance, Under Armour
(Baltimore) recently undertook a
similar exercise in self-reflection, completing an
18-plus-month test-and-learn journey to evaluate
its brand and how its consumer perceives the
shopping experience in its brand houses globally.
Key to the venture was answering the question of whether the brand was effectively communicating its purpose, to make athletes better,

in its stores. Explains Josh Denton, Senior VP,
Direct to Consumer, Americas, "With the focused
performer as our target consumer, we wanted
to hone in on those experiences that actually
lived up to our promise as well as making sure
we stayed true to what a retail experience is. You
can shop from anywhere today, and you can
get anything delivered to your doorstep, so we
have to give the consumer a reason to come in
store, engage with the brand and see what Under
Armour is bringing to life."
Creating a seamless experience between
online and in store was also top of mind and

a logical extension to the continuity the team
sought among each of its customer touchpoints.
Research showed that U.S. shoppers tend to prefer total engagement with a store associate or
none at all, often relying on apps on their mobile
device instead. In China, however, the expectation is that the associate serve as a guide to the
space, following along to help educate consumers
throughout the experience.
"From the start, we asked ourselves, how are
we getting people in the store, and then once
they're in there, how are we engaging with them
and making them better." Denton posits. "Our
goal is to make it a seamless and continuous
experience, by training our teammates how to
engage with the athlete consumer. We have about
10,000 global retail teammates who can provide a
powerful and personal testimony about how our
products make them better; a consumer benefit
that can only come from in-store interaction."
Extensive prototyping and testing of a vari-

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VMSD - October 2020

Table of Contents for the Digital Edition of VMSD - October 2020

VMSD - October 2020
Contents
From the Editor
Vmsd Editorial Advisory Board
The Goods
Next Store
Connecting the Dots
On the Shores of Veracruz
Diner’s Club
The World of Tomorrow
Showroom
Ad Index
Checking Out
VMSD - October 2020 - Intro
VMSD - October 2020 - VMSD - October 2020
VMSD - October 2020 - Cover2
VMSD - October 2020 - Contents
VMSD - October 2020 - From the Editor
VMSD - October 2020 - 3
VMSD - October 2020 - Vmsd Editorial Advisory Board
VMSD - October 2020 - 5
VMSD - October 2020 - The Goods
VMSD - October 2020 - 7
VMSD - October 2020 - 8
VMSD - October 2020 - 9
VMSD - October 2020 - Next Store
VMSD - October 2020 - 11
VMSD - October 2020 - 12
VMSD - October 2020 - 13
VMSD - October 2020 - Connecting the Dots
VMSD - October 2020 - 15
VMSD - October 2020 - 16
VMSD - October 2020 - 17
VMSD - October 2020 - 18
VMSD - October 2020 - 19
VMSD - October 2020 - On the Shores of Veracruz
VMSD - October 2020 - 21
VMSD - October 2020 - 22
VMSD - October 2020 - 23
VMSD - October 2020 - Diner’s Club
VMSD - October 2020 - 25
VMSD - October 2020 - 26
VMSD - October 2020 - 27
VMSD - October 2020 - The World of Tomorrow
VMSD - October 2020 - 29
VMSD - October 2020 - 30
VMSD - October 2020 - Showroom
VMSD - October 2020 - 32
VMSD - October 2020 - Ad Index
VMSD - October 2020 - 34
VMSD - October 2020 - 35
VMSD - October 2020 - Checking Out
VMSD - October 2020 - Cover3
VMSD - October 2020 - Cover4
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