Under Armour Case Study




Crobox allows you to understand how to drive customers in the way you want and leverage it. From a purely psychological perspective, every company that puts the customer first knows it’s very valuable to understand how you can drive consumers in the direction that you want.

Dimitri Arts - Under Armour
Head of eCommerce EMEA




Summary

Under Armour is a smaller player in a highly competitive market. To reach the growth that is needed to compete, they need data that sets them apart from the competition. With psychographic data, Under Armour can understand how European customers in different countries differ and how their target audience develops over time. With Crobox’s Persuasion Profiling, Under Armour:

persuasion profiling profiles

+ 13.4 M

unique persuasion profiles

World icon

6 countries

unique insights of customers

About

Under Armour is the originator of performance apparel - gear engineered to keep athletes cool, dry, and light throughout your game, practice, or workout. Under Armour's mission is to make all athletes better through passion, design, and the relentless pursuit of innovation.

The challenge


The European division of Under Armour is a relatively new player in the performance apparel industry in Europe. Because of this, their primary goal is to become a business at scale as fast as possible. Although growth has been immense, competing with the big players in this market put pressure on Under Armour to not only improve the brand awareness in Europe but also increase their overall market share.

However, when it comes to increasing market share in a continent like Europe, Under Armour understands that there is a need to have an extra layer of understanding about who their European customers are. While their customer databases already provide insights into who the customers are, how they buy, and what time products are purchased, they didn’t understand why they bought specific products. Additionally, Under Armour wanted to understand how their customers differed across cultures and time.




We are a niche brand so we probably have a lot of early adopters. What's it going to be like when we are a mass market brand? Probably people will react differently to things. Maybe the consumer itself is going to change.

Dimitri Arts - Under Armour
Head of eCommerce EMEA


Implementation


Within six months of implementation, Under Armour started to receive significant results regarding insights of the target audiences. With these results, they could pay special attention to the data reporting function, which allowed Under Armour to measure and monitor Crobox’s results on a daily basis. Ensuring that they could accelerate certain aspects of their campaign when they wanted. These insights brought a better understanding of their customers to the forefront.

Impact

Crobox helped Under Armour expand into new European countries, gain customer intelligence and customer profiles, and increase their conversion rate.

persuasion profiling profiles

+ 13.4 M

unique persuasion profiles

World icon

6 countries

unique insights of customers




The starting point is different. The culture is different. The categories are different. You need to be aware of how your message can be perceived and adjust accordingly.

Dimitri Arts - Under Armour
Head of eCommerce EMEA




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