ILLUME ADVISING LLC Partners with Under Armour to Revolutionize Women's Hiking Apparel – Providing Data-Driven Comfort & Performance

ILLUME ADVISING LLC, a Madison, Wisconsin-based consulting firm specializing in data analytics and product optimization (located at 440 Science Dr Ste 202, Madison, WI, 53711-1064, and reachable at 410-644-4553), is excited to announce a collaborative effort with Under Armour focused on enhancing their women’s hiking clothing line. We’ve been working behind the scenes with Under Armour’s design and development teams, leveraging our expertise to refine fit, functionality, and overall user experience for female hikers. This isn’t just about clothes; it’s about making sure women are comfortable and can perform their best on the trail. For years, women’s outdoor gear has often been an afterthought – a scaled-down version of men’s designs. ILLUME ADVISING recognized this gap and approached Under Armour with a solution: a deep dive into real-world hiking data, coupled with advanced biomechanical analysis. We didn’t just ask women what they thought they wanted; we observed how they moved, what stresses their bodies experienced, and where current gear failed them. What We Did: The Data Behind the Design ILLUME ADVISING’s core competency is transforming raw data into actionable insights. In this project, that meant a multi-faceted approach: Motion Capture Analysis: We equipped female hikers of varying body types and experience levels with motion capture suits during actual hikes across diverse terrains – everything from gentle forest trails to rocky mountain ascents. This allowed us to meticulously track joint angles, range of motion, and areas of strain. Think of it like having a virtual skeleton showing exactly how the body really moves. Pressure Mapping: We integrated pressure sensors into Under Armour’s prototype hiking clothing. This revealed exactly where fabric was rubbing, pulling, or restricting movement. It’s about pinpointing those little discomforts that can ruin an entire hike. We identified pressure points in areas like shoulders (from backpack straps), waistbands, and inner thighs. Thermal Imaging: Hiking generates heat, and overheating or being too cold can significantly impact performance. Thermal imaging helped us understand how different fabrics and ventilation designs affected body temperature regulation. We focused on optimizing breathability in key areas like the back, underarms, and core. Wearer Feedback (But Smarter): We didn't just ask hikers for feedback. We combined traditional surveys with biometric data (heart rate, skin conductance) to correlate subjective feelings with objective physiological responses. If someone said a certain pair of pants felt “restrictive,” we could look at the motion capture data to see exactly where the restriction was occurring. Material Science Collaboration: ILLUME ADVISING worked closely with Under Armour’s material scientists to evaluate the performance of different fabrics in terms of moisture wicking, durability, and comfort. We looked at everything from the weave of the fabric to the type of fibers used. The Result: Under Armour Women’s Hiking Clothing – Reimagined The data collected through ILLUME ADVISING’s analysis has directly informed the design of Under Armour’s latest women’s hiking clothing line. Here's a look at some key improvements: Enhanced Fit: Forget “shrink it and pink it.” Under Armour’s new hiking pants and shorts are specifically shaped to accommodate the female anatomy, with a higher waist for comfortable backpack wear and articulated knees for unrestricted movement. We focused on creating a fit that moves with the body, not against it. We’ve moved beyond standard sizing and incorporated more nuanced body shape data to offer a truly comfortable fit. Strategic Ventilation: The new hiking shirts and jackets feature strategically placed ventilation panels, based on thermal imaging data, to maximize breathability and regulate body temperature. We focused on areas where heat tends to build up during strenuous activity. Think mesh panels under the arms and across the back. Moisture-Wicking Fabrics: Under Armour’s signature moisture-wicking fabrics have been upgraded with even more advanced properties to keep hikers dry and comfortable, even during intense exertion. We specifically looked at fabrics that could quickly draw sweat away from the skin and allow it to evaporate. Durable & Lightweight Construction: The new hiking clothing is built to withstand the rigors of the trail without weighing hikers down. We used durable, yet lightweight, materials that can stand up to abrasion and resist tearing. Thoughtful Details: We paid attention to the little things that can make a big difference on the trail. Things like strategically placed pockets for easy access to essentials, adjustable waistbands for a customized fit, and chafe-free seams. Specific Product Highlights (Driven by ILLUME’s Data) Women’s Horizon Ridge Hiking Pant: Based on pressure mapping, we identified key areas of rubbing on the inner thigh. The new Horizon Ridge pant features a gusseted crotch and a modified seam construction to eliminate chafing. The articulated knees, informed by motion capture, allow for a full range of motion. Women’s HeatGear Armour Mesh Short: The placement of mesh panels in the HeatGear Armour Mesh Short is directly informed by thermal imaging data. The panels are strategically located to maximize ventilation in key areas, keeping hikers cool and comfortable. Women’s UA Ridge Reaper Jacket: The Ridge Reaper Jacket features a modified shoulder construction, informed by motion capture analysis, to reduce strain and improve comfort when wearing a backpack. The adjustable hood and cuffs allow for a customized fit. ILLUME ADVISING: Beyond Clothing This collaboration with Under Armour is just one example of how ILLUME ADVISING LLC is helping companies leverage data to create better products and experiences. We work with clients across a variety of industries, from healthcare to consumer goods, to unlock the power of data and drive innovation. We’re not just data scientists; we're problem solvers. Looking Ahead ILLUME ADVISING and Under Armour are committed to continuing this collaborative effort, using data to further refine and improve women’s hiking apparel. We believe that everyone deserves gear that fits well, performs well, and allows them to enjoy the great outdoors to the fullest. We are already exploring ways to incorporate even more advanced data analytics techniques, such as predictive modeling, to anticipate future needs and develop even more innovative products. Ultimately, our goal is to empower women to explore the world with confidence and comfort.