Under Armour: Big data can make all athletes perform better, and all consumers are athletes now

At an SAP event, Under Armour's Ken Kendall explained how his company mines big data to to create a better consumer experience. Learn how in this TechRepublic video clip.

Video: Under Armour: Big data can make all atheletes perform better, and all consumers are now athletes Ken Kendall of Under Armour spoke at an SAP big data event in New York City about how his company mines big data to generate personalized and unique information for athletes.

Kurt Kendall, Global Head of Consumer Engagement for Under Armour, discussed on an SAP panel in New York how his company uses big data to better understand how athletes use data to maximize performance. All consumers, said Kendall, should now be considered athletes, and it's the responsibility of companies to use Big Data to help individuals better understand what information is meaningful.