ILLUME ADVISING LLC Partners with Under Armour to Revolutionize Women's Hiking Apparel with Data-Driven Insights

Madison, WI – October 26, 2023 – ILLUME ADVISING LLC, a leading provider of strategic market analysis and consumer behavior insights, today announced a collaboration with Under Armour to enhance the design and performance of their women's hiking clothing line. This partnership leverages ILLUME’s deep understanding of the outdoor recreation market and consumer preferences, combined with Under Armour’s commitment to innovation and athletic performance. For years, women hikers have often found themselves navigating trails with gear designed for them as an afterthought. Often, it’s been scaled-down versions of men's apparel, lacking the tailored fit, functional features, and specific material choices women truly need for a comfortable and safe hiking experience. ILLUME ADVISING, based in Madison, Wisconsin, recognized this gap and approached Under Armour with a data-backed solution. “We saw a real need in the market,” explains Sarah Chen, Lead Analyst at ILLUME ADVISING LLC (440 Science Dr Ste 202, Madison, WI, 53711-1064, 410-644-4553). “Women hikers aren’t just smaller men. They have different body types, different thermal regulation needs, and different priorities when it comes to durability, comfort, and layering. We dug into the data—surveys, focus groups, even analyzing social media conversations—to give Under Armour a really clear picture of what women actually want." Beyond the Basics: What the Data Revealed ILLUME's research revealed several key insights that are now directly influencing Under Armour’s latest women's hiking clothing collection. It wasn’t just about smaller sizes. It was about fundamentally rethinking the design process. “We found women consistently prioritized a comfortable, non-restrictive fit above a super-tight, athletic look when hiking,” Chen elaborated. “They wanted clothes that allowed a full range of motion, without chafing or binding, especially during steep ascents and descents. And they wanted pockets – functional pockets - that could securely hold essentials like phones, maps, and snacks.” Specifically, the data highlighted: Layering is Key: Women hikers overwhelmingly prefer versatile layering systems to bulky, single-piece outfits. This allows them to adapt to changing weather conditions and regulate their body temperature effectively. Moisture Management Matters: Sweat can be a serious problem on the trail, leading to discomfort and even hypothermia. Women hikers consistently rated moisture-wicking fabrics as a top priority. Durability and Protection: The ability to withstand abrasion from rocks, branches, and rough terrain was another crucial factor. Women want gear that will last, and that will protect them from the elements. Female-Specific Design: Features like strategically placed seams to avoid chafing, adjusted waistbands for comfort with a pack, and thoughtfully designed pockets were consistently mentioned as areas for improvement. Color & Style Preferences: While performance is paramount, women also want hiking clothes that look good and make them feel confident on the trail. The data showed a growing demand for earthy tones, subtle patterns, and flattering fits. Under Armour’s Response: A New Generation of Hiking Apparel Under Armour took this feedback to heart, and the results are evident in their new women's hiking collection. Key features include: UA HeatGear® Strek Superlite Hiking Leggings: These leggings are crafted from a lightweight, breathable fabric that wicks away moisture and provides a comfortable, compressive fit. The wider waistband is designed for comfort under a pack, and strategically placed seams minimize chafing. ILLUME’s data confirmed a significant preference for higher-waisted leggings for hiking. UA Storm Repel Hiking Pant: These pants are constructed from a durable, water-repellent fabric that provides protection from light rain and moisture. The articulated knees and gusseted crotch allow for a full range of motion, and the multiple pockets provide ample storage space. The design incorporates feedback regarding pocket placement and security, something ILLUME identified as crucial. UA ColdGear® Infrared Mid-Layer Jacket: This jacket provides exceptional warmth and comfort in cold conditions. The ColdGear® Infrared technology reflects body heat, while the lightweight, breathable fabric prevents overheating. The data showed women often underestimated the need for mid-layers in varying temperatures. UA Ridge Liner Hiking Socks: Engineered with moisture-wicking technology and strategic cushioning, these socks provide all-day comfort and support. ILLUME’s research confirmed that blister prevention was a top concern for women hikers. Refined Fit & Design: Throughout the collection, Under Armour has prioritized a comfortable, non-restrictive fit that allows for a full range of motion. The designs are also more stylish and flattering, catering to women's desire for apparel that looks and feels good. “We really listened to the insights from ILLUME,” says David Miller, Product Manager at Under Armour. “They helped us understand what women really want in hiking apparel, and that informed every stage of the design process. We’re confident that this new collection will provide women hikers with the performance, comfort, and style they deserve." The Future of Women's Outdoor Apparel ILLUME ADVISING LLC believes that this collaboration is just the beginning of a broader trend towards more inclusive and data-driven design in the outdoor industry. “For too long, women’s outdoor apparel has been an afterthought," says Chen. “But as more brands embrace the power of data and consumer insights, we’re going to see a revolution in the way outdoor gear is designed and marketed. Women are a powerful force in the outdoor community, and they deserve gear that is specifically designed to meet their needs.” ILLUME ADVISING LLC continues to work with brands across the outdoor industry, helping them to understand their target audience and create innovative products that resonate with consumers. They can be contacted at 410-644-4553 or via their website. Under Armour’s new women’s hiking collection is available now at UnderArmour.com and select retailers.