I led the experience strategy that positioned UA Shop as an extension of an athlete's training regimen, not just another shopping app. The core insight: what athletes wear directly impacts how they perform, but mobile shopping typically offers zero personalization to help them make the right choice. The strategy leveraged Under Armour's Connected Fitness platform, one of the largest digital fitness communities, to create truly personalized shopping experiences. By integrating workout history, purchase behavior, and even local climate data, we created a system that could recommend the right gear for each athlete's specific training needs and conditions.

UA Shop transformed Under Armour's digital platform from disconnected experiences into an integrated ecosystem where fitness data drives commerce. The app doesn't just sell products—it recommends the specific performance apparel, footwear, and equipment each athlete needs based on their actual training patterns and environment.
This strategic approach positioned Under Armour as what their SVP of Revenue called "a true Math House," using data intelligence to complement in-store experiences and deliver custom experiences across their diverse customer base.