Under Armour started out as a wholesale apparel provider and is transforming itself into a digital business that uses data to help customers achieve their fitness goals. Paul Fipps, chief digital officer, and T.J. Graven, senior vice president of Global IT, walk us through the cultural, technical, and business model changes that made their transformation possible.

Martha Heller: What is Under Armour’s digital strategy?

Paul Fipps: For the last couple of years, our strategy has been to put the consumer at the center of everything we do: How are we engaging customers? What do they see as our core strengths? How do we deliver immersive experiences? What is their relationship with our brand? 

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