Under Armour Connected Fitness Blog

Tori Hyman

Tori Hyman

Recent Posts by Tori Hyman:

Increase Purchase Intent with Under Armour Connected Fitness

In today's modern, connected world, a consumer's path to purchase can be less predictable than in the past, despite the amount of data coming in through Internet of Things. Consumers are able to make purchase decisions much faster and easier with online reviews and competitive research available at a single click. And although brand switching has always been influenced by a number of factors, the rise of digitally surged tactics like influencer marketing has impacted the purchase path like never before, at times making brands 6.7 times more efficient per engagement.

Topics: Under Armour Connected Fitness, advertising

Increase Product Consumption with Under Armour Connected Fitness

The surge of consumer products launching in the U.S. each year drives aggressive competition for market share between traditional and start-up CPG brands. A recent report from eMarketer Retail points out that "Consumers’ evolving preference for healthier, fresher, more natural foods and other products has rewritten the playbook in the retail and CPG world. Smaller, new niche brands have been nimble enough to target these emerging tastes, often forcing large CPG firms to play catch-up." Larger CPG companies are continuously being challenged by smaller competitors that seem better tapped into what their target consumers really want and value. According to Nielsen, some consumers are willing to pay a higher price for an environmentally friendly product, which can sometimes be more difficult for larger companies to produce.

Topics: increase consumption

Grow Your Audience with Under Armour Connected Fitness

Connected devices have paved a new path for marketers to reach their audiences. A meal subscription brand came to us looking to authentically engage and share their brand story through these digital experiences. With our connected platform, they shared their core messages and encouraged new sign-ups when users’ endorphins were up and they were highly receptive to relevant messages. 

See the recap below for more information and start connecting with our community today.

Topics: audience, CRM

Under Armour Connected Fitness Surpasses 200MM Registered Users

It's 2017 and the Internet of Things has officially taken over. Everywhere you look, life is happening online. Global digital usage grew significantly in 2016 and continues to rise, with estimates approaching 5 billion consumers in 2017, equaling 67% saturation. This presents an incredible opportunity for advertisers, as technology will continue to influence how brands reach, communicate with and motivate their consumers. With the mobile environment constantly overwhelmed, marketers need smarter connected platforms to ensure their stories reach the right consumers. 

Topics: Under Armour Connected Fitness, advertising

Meet Our Audience: MyFitnessPal Users' Non-Scale Victories

Topics: under armour, non-scale victories, user stories

Year of the Active Connected Consumer

In 2016, the Under Armour Connected Fitness audience grew to 190 million users worldwide. Across our suite of apps—MyFitnessPal, MapMyFitness, Endomondo and UA Record—users logged their activities as part of their daily routines, including fitness goals, workouts, nutrition habits and sleep. Check out the infographic below to learn more about what our users tracked and logged in 2016—and what it could mean for your brand.

Topics: nutrition tracking, fitness tracking, advertising

Mobile Strategy Must-Haves for Successful Marketing Campaigns

Today, 80% of internet users own a smartphone, estimated to grow to 2.1 billion units by the end of 2016. Marketers have become increasingly savvy on ways to effectively reach these connected consumers; however, “only 20 percent of companies have a defined mobile strategy,” according to Mobile Marketer. “With 62 percent of marketers worldwide expecting that more than 50 percent of their traffic will come from mobile in the next 12 months, it is clear that having a mobile strategy is imperative.” 

Topics: mobile

Jennie-O Encourages Consumers to "Make The Switch"

With the world’s largest health and fitness community, we are the largest-ever longitudinal study of health behaviors in human history. Our consumer consumption trends and insights set us apart for CPG marketers, allowing them to align messaging smarter and more meaningfully. 

Our health tracking tools and trusted original content series help our people establish healthier habits every day. Brands can also empower healthy changes through our Newsletter Content and Virtual Fitness & Nutrition Challenges, which drive daily engagement through content, email and social platforms.

Jennie-O, in partnership with Barefoot Proximity, became synonymous with health and wellness when it launched a Virtual Challenge on MyFitnessPal encouraging users to choose its product as a healthy alternative to beef. A custom recipe content series reinforced Jennie-O's authority on healthy food choices resulting in a 13% lift in product logs among all MyFitnessPal users. Out of 160K unique Challenge participants, 75% remained thoroughly engaged with branded placements throughout the 30-day challenge. Jennie-O's two most popular recipes each saw nearly 1K Pinterest shares and 400 Facebook shares.

Let’s chat about the right UACF content solution for your brand.

Topics: increase consumption

Keys to a Smarter Content Marketing Strategy for Brands

Marketers have been using various forms of content to engage their audiences since the late 1800s, so it’s no phenomenon that the evolution of digital content formats offers direct paths to consumers. These formats have become increasingly impactful, creating faster connections between brands and their consumers. Digital content delivered in the right environment at the right time can increase awareness, drive conversion and build loyalty among key audiences.

The consumer acquisition funnel has also evolved with modern content platforms—data is a key component in enhancing online consumer experiences. This article on modern marketing as a data exchange points out, “…we typically find over 40 different points of inflection where consumers make decisions and access information from brands. Sometimes the information they're [consumers] looking for is as brief as a photo and sometimes they spend hours interacting with content.”

With consumers inundated across social media feeds with content and information craving their attention, opinion, loyalty and emotion, how can brands and publishers gain notice that really matters? Marketers can’t rely on scale alone to ensure their content efforts are impacting the right audience. Regardless of format, content must meet minimum needs to resonate with their audiences.

  1. Personal Relevancy
    Content should serve a purpose for the consumer. Remember that context matters and scale doesn’t always equate to customer acquisition. Users are more likely to remember your brand messaging when it reaches a personal level for them.  
  1. Authenticity
    Consumers pay attention to authenticity—don’t underestimate this. Authenticity asserts your brand’s identity and makes you relatable to consumers.
  1. Emotional Connection
    Digital advertising is often disruptive and quickly disregarded by consumers. Don’t forget storytelling is a core principle of advertising. Marketers would benefit to remember this more often, understanding that consumers rely on their emotions to make purchase decisions.

Engage more meaningfully with content your consumers want. The Under Armour Connected Fitness platform drives life-changing moments around the world, every day. We invite brands to evoke conversations with our users through our elite content products.

 Here is a glimpse at our content solutions:

  • Under Armour Connected Fitness Weekly Digest
    Enhance the user’s journey towards self-improvement by offering motivational tips or rewards in their weekly activity update.
  • Success Stories
    Our brand is deeply loved by users, because we’re with people on their journey toward a healthier, better life. Our Success Stories sponsorship puts you in the front seat with consumers reaching milestone after milestone.
  • MapMyFitness and MyFitnessPal Virtual Challenges
    Build brand love and acquire qualified consumers by providing authentic inspiration and celebration. Encourage healthy eating and healthy moving while rewarding achievements.

Let’s chat about the right UACF content solution for your brand.


A Day in the Life of the Connected Fitness Consumer - Infographic

Our platform guides billions of daily health & fitness decisions, made possible by our massive, data-driven back-end infrastructure and global community. The size of our health & fitness audience makes Under Armour Connected Fitness the largest ever longitudinal study of health behaviors in human history. Our data helps us create meaningful moments for our users at scale.

Topics: Infographics