Case Study: Under Armour achieves 100X more product testers and 100% forecasted running‑category growth with Qualtrics

The Qualtrics link allows us to build breakthrough product

Under Armour, founded in 1996 and known for performance apparel and footwear, needed real customer experience data to create breakthrough products. Its product‑testing process was fragmented across manager‑owned databases, which limited testers, slowed insight sharing, and blocked the scale required to develop category‑changing gear.

By adopting Qualtrics XM to centralize tester directories and workflows, Under Armour scaled testing from about 100 to over 10,000 testers (a 100x increase), evaluating 2,000+ products annually and enabling precise, filterable targeting. The click‑and‑ship process produced fast, actionable feedback that sped product refinement—helping perfect the HOVR Infinite (a Runner’s World Recommendation) and supporting forecasted 100% growth in the run category.

Under Armour

Clay Dean

Chief Innovation Officer