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Under Armour Credits Digital Transformation With Deeper Customer Insight

Under Armour has credited its booming performance in the US to its investment in technology, with the firm now able to see how customers sleep, what they eat, and how they are feeling. CEO Kevin Plank said this rich single view of the customer was down to Under Armour's investment in technology acquisitions, software and partnerships like SAP and HTC.  Plank said: "This is not a technology initiative. This is a digital transformation, and a business transformation for Under Armour."

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