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Under Armour + Qualtrics

How Under Armour builds breakthrough products

Under Armour knows that if you’re going to be a new player in an existing category, you need to come with breakthrough product that actually changes the game. And you can’t develop breakthrough product without experience data from actual customers. That’s why Under Armour turned to Qualtrics XM.

With our HOVR line, we’ve gained a foothold in a space we didn’t have before. Now we can do that again, and again, and again.

Clay Dean, Chief Innovation Officer, Under Armour


forecasted growth in run category


increase in product testers


products evaluated annually

Under Armour was founded in 1996 with the introduction of the HeatGear t-shirt, which was heralded by football players as a revelation in comfort. Now from its headquarters in Baltimore, Under Armour builds products for millions of performance-minded athletes in all sports, all over the globe.