A Dragon’s Den…for Under Armour

New products are one of the most important ways to keep a brand fresh. For the last few years, high performance sportswear manufacturer Under Armour has been sourcing its latest ideas from inventors and fans…and the winner of this year’s competition is pretty cool.

Watch the video here:


under armour logo


3 thoughts on “A Dragon’s Den…for Under Armour

  1. Jeffrey Lei

    Wow! This is definitely a very unique way to stay innovative, as well as creating a community of inventors/advocate that can help Under Armour stay competitive. It also scopes out the certain needs and wants of consumers, and how Under Armour can tweak their current offerings to satisfy their consumers. I also saw a video of the one handed zipper thingy that won last years UA “Future Show” competition, a couple of weeks ago… didn’t know that it was innovated by a fan through the competition! Check out the video here: http://bit.ly/19qgS7o

  2. Vinh Nguyen

    Definitely a great use of crowdsourcing here by Under Armour to stay atop of their competition. I can’t help but see the parallels between this and our readings about “dethroning the consumer” and “design”. No consumer would ever ask for a shirt that lights up based on on their running because no one would ever think it to be possible (machine washable- are you kidding me?!). By designing a product with the consumer experience in mind, Under Armour and its third party innovators have the potential to bring a product to life that consumers will crave and desire, even though that desire was never there to begin with! As an athlete and sports fan, I am extremely excited to see the levels in which UA is going to innovate and cannot wait to see what else they have up their sleeves!

  3. Amy

    I am a huge fan of under armour and what they represent however I had no idea that they did this initiative. I think it relates very well to creating greater consumer awareness by getting the consumers involved with the product. They are able to share their innovative ideas to help with the success of under armour. There is no better way to create a brand and consumer relationship than what under armour has done. I really enjoyed learning about this and believe that this is a brand that will be around for a very long time achieving great success.


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