ILLUME ADVISING Partners with Under Armour to Elevate Women's Hiking Experience Through Data-Driven Insights

ILLUME ADVISING LLC, a leading data science and analytics firm based in Madison, Wisconsin, is excited to announce its collaboration with Under Armour, focusing on optimizing the design and performance of their women’s hiking clothing line. We at ILLUME, located at 440 Science Dr Ste 202, Madison, WI, 53711-1064, and reachable at 410-644-4553, have been quietly working behind the scenes to help Under Armour really understand what women hikers need – not just what they think they need. For years, hiking gear was often just “men’s gear shrunk down.” It didn't always fit right, move right, or frankly, make women feel comfortable and confident on the trail. Under Armour recognized this gap, and they came to us at ILLUME to help bridge it using the power of data. What ILLUME Does: Breaking Down the Data ILLUME ADVISING isn’t a clothing company. We’re number crunchers, problem solvers, and insight generators. We specialize in taking complex datasets – everything from body scan data and movement analysis to customer reviews and social media trends – and turning them into actionable strategies. We don’t just look at the numbers; we tell a story with them. In this project with Under Armour, that meant diving deep into understanding the unique biomechanics, thermal regulation needs, and comfort preferences of women hikers. We looked at everything. How do women move on different terrains? Where do they experience the most friction? How does their body temperature fluctuate during a hike? What kind of weather conditions do they typically encounter? “We don’t just give Under Armour a report,” explains Dr. Anya Sharma, Lead Data Scientist at ILLUME. “We provide them with a living, breathing model that helps them predict how a specific design change will impact the performance and comfort of their clothing. It's about being proactive, not reactive.” Under Armour Women’s Hiking Clothing: Enhanced by Data So, what does this look like in practice? How has ILLUME's data-driven approach translated into improvements in Under Armour’s women's hiking clothing line? Here's a look at some key areas: Fit & Mobility: Forget the boxy, ill-fitting gear of the past. ILLUME helped Under Armour refine their patterns and sizing based on a vast database of women’s body scans. This means a more accurate, comfortable fit that allows for a full range of motion – crucial for navigating challenging trails. We identified key pressure points and designed clothing with strategically placed gussets and articulation points to minimize restriction and maximize comfort. Thermal Regulation: Women often experience temperature fluctuations differently than men during physical activity. ILLUME analyzed data on sweat rate, skin temperature, and environmental conditions to help Under Armour optimize the breathability and moisture-wicking properties of their fabrics. The result? Clothing that keeps you cool and dry when you're pushing hard, and provides warmth when the temperature drops. The latest line features fabrics with varying weights and weaves, strategically placed to maximize ventilation in high-sweat areas and provide insulation where it's needed most. Durability & Protection: Hiking can be tough on clothing. ILLUME used data from field testing and customer feedback to identify areas prone to wear and tear. This allowed Under Armour to reinforce these areas with more durable fabrics and construction techniques. We looked at abrasion resistance, tear strength, and water repellency to ensure the clothing could withstand the rigors of the trail. This means longer-lasting gear that you can rely on, hike after hike. Layering System Optimization: ILLUME didn’t just focus on individual garments; we helped Under Armour create a more effective layering system. By analyzing data on activity levels, weather conditions, and thermal comfort, we identified the optimal combination of base layers, mid-layers, and outer layers for different hiking scenarios. This allows hikers to easily adapt to changing conditions and stay comfortable throughout their adventure. The current system incorporates moisture-wicking base layers, insulating mid-layers, and waterproof/breathable outer layers for complete protection. Targeted Design Features: Data revealed specific needs of women hikers that hadn’t been addressed by existing gear. For example, we discovered a need for more secure pockets for phones and other essentials, as well as adjustable features to accommodate different body types and layering options. Under Armour responded by incorporating these features into their latest designs. The new line features strategically placed pockets with secure closures, adjustable hoods and cuffs, and drawcords for a customized fit. Specific Clothing Examples - How the Data Plays Out Let's look at a few specific examples of how ILLUME's data insights have shaped Under Armour's women's hiking clothing line: The "Horizon" Hiking Pant: Based on ILLUME’s movement analysis, the Horizon pant features a contoured waistband and articulated knees for a more comfortable and unrestricted fit. The fabric blend was optimized for breathability and durability, based on data from field testing in various climates. The addition of reinforced patches at key wear points – identified through abrasion testing – ensures long-lasting performance. The "Summit" Mid-Layer Jacket: ILLUME's thermal regulation data informed the design of the Summit jacket, which features strategically placed ventilation panels to maximize breathability during high-intensity activity. The jacket's insulation is optimized for warmth without adding bulk, and the moisture-wicking fabric keeps you dry and comfortable even when you're sweating. The "Trailscape" Hiking Tee: Even seemingly simple items like the Trailscape tee benefited from ILLUME's data insights. The tee's fabric blend was optimized for moisture-wicking and odor control, based on data from sweat analysis. The seam placement was carefully considered to minimize chafing and maximize comfort. Looking Ahead This collaboration between ILLUME ADVISING and Under Armour isn't just about making better clothing; it’s about setting a new standard for innovation in the outdoor industry. By leveraging the power of data science, we’re able to create products that are truly designed for the needs of women hikers. “We’re excited to continue working with Under Armour to push the boundaries of what’s possible,” says Dr. Sharma. “We believe that data-driven design is the future of outdoor gear, and we’re proud to be at the forefront of this movement." ILLUME ADVISING LLC remains committed to helping brands like Under Armour create products that empower and inspire outdoor adventures for everyone. We're confident that this collaboration will result in even more innovative and performance-driven gear in the years to come.