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How Under Armour accelerated growth with customer-led products

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Under Armour achieved


increase in product testers

New product awarded within weeks of launching


market share increase


Breakthrough products
at scale

When Under Armour set out to acquire new customers by moving into the running category – a category worth billions and dominated by some of the biggest brands on the planet — it was a bet they needed to get right. But understanding what runners wanted was tough — research took a long time, with a small product tester database, technology limitations, and data silos across different tools and departments. Which is why they turned to Qualtrics.

The world’s most sophisticated research software

Under Armour immediately started closing experience gaps with Qualtrics using our easy, no-code integrations that connected all their existing tools for a single, holistic view of the customer. Centralizing the entire product lifecycle on the XM platform granted researchers access to our extensive network of respondents so they could rapidly conduct user testing with greater representation. Getting the right products to the right people was effortless using our advanced filtering capabilities and easy click-and-ship process. Product teams gathered more detailed feedback than ever before using our sophisticated survey builder offering 100+ question types in a simple, drag-and-drop interface and our ultimate listening engine that can hear customers across any channel.

Real-time insights in the
right hands

With Qualtrics’ powerful analytics machine running 24/7, data instantly flowed into intuitive, role-based dashboards accessible to the entire organization. Predictive AI automatically sent actionable insights to the right people, empowering everyone to take action to improve the HOVR Infinite shoe before its launch. Real-time insights from actual customers made it easy to design a customer-led product with the right features. Within weeks of launching their new shoe, Under Armour received a Runner’s World Recommendation Award and was selling more shoes than they’d ever sold in their history.

"The Qualtrics link back to design and development allows us to create breakthrough products."

VP of Athlete Experience, Under Armour

13K+ brands trust Qualtrics to power their customer experience

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Why Qualtrics?



of the Fortune 100
use Qualtrics



triggered for
companies in 2021



in Voice of
the Customer
by Gartner



on our CustomerXM product (Forrester)



in 100+ countries



Experience Management software by G2

Clay Dean

Chief Innovation Officer, Under Armour

We’re selling more shoes than we’ve ever sold in our history. We’ll double our market share over the next year. We’ve gained a foothold in a space we didn’t have before. Now we can do that again, and again, and again.

Ready to take your customer experience to the next level?