SBD/October 15, 2013/Marketing and Sponsorship

Under Armour Launches $25,000 Product Development Contest For Fitness Device

UA wants to find experts who can enhance product function in numerous areas
Under Armour yesterday launched the Armour39 Challenge, a three-phase competition with a $25,000 grand prize in which applicants submit "ideas to improve the brand's Armour39 performance monitoring system," according to Lorraine Mirabella of the Baltimore SUN. Applicants are "encouraged to submit a three- to five-minute video explaining" their proposed enhancements to the device, which was unveiled in March. UA "wants to find engineering and software development experts who can enhance the product's function in competitive analysis, exercise identification, cardiac assessment or other areas." Fifty applicants "will be chosen to move on to the second, three-month idea development phase," and 15 finalists will move on to the third phase and "present concepts to the executive team in April at the Under Armour Future Show: Digital." The company said that a runner-up "will be awarded $10,000" (, 10/14).
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