In 2015, we were a $4 billion global retail company with multiple channels, so we re-platformed the entire company on SAP HANA, reduced our own data center footprint, and moved to an agile development model. When we first implemented an ERP in 2005, we were a $250 million domestic wholesale apparel company. Graven: Our digital transformation is also fueled by a complete modernization of our systems to an omni-channel model.
Paul Fipps: For the last couple of years, our strategy has been to put the consumer at the center of everything we do: How are we engaging customers? What do they see as our core strengths? How do we deliver immersive experiences? What is their relationship with our brand? Martha Heller: What is Under Armour’s digital strategy? Graven, senior vice president of Global IT, walk us through the cultural, technical, and business model changes that made their transformation possible. Paul Fipps, chief digital officer, and T.J. Under Armour started out as a wholesale apparel provider and is transforming itself into a digital business that uses data to help customers achieve their fitness goals.
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