Sener Can Gunsel G01 · Main floor
Back to the floor planStore

StoreGround floorG01 · Case study

Under Armour's first intelligent flagship

The store opened in Guangzhou as a testing ground for the future of Under Armour's retail. I was the analyst inside it: I ran its intelligent-store platform, designed how it measures the consumer journey, and wrote the KPI framework that moved it from static reporting to continuous measurement.

Retail Data & Insights Analystwith CxCGuangzhou · Apr 2025 – May 2026

display areas tracked
100+
products (SKUs) measured
190+
KPI dimensions
8
to re-map the whole store layout
<24h

The store

Under Armour opened the store at Julongwan Taikoo Li in Guangzhou on January 23, 2026, with CEO Kevin Plank there for the launch. It was billed as the brand's first intelligent sports space: an interactive store whose smart system informs shoppers and helps staff run the floor. CxC, the retail-innovation consultancy behind it, built it as a testing ground for future retail.

Operator first, then teacher

I started as the sole operator of the store's proprietary intelligent-store platform, handling the software and running the analytics. By the end of the project, Under Armour's retail, creative, marketing and operations teams were running it themselves, because I trained them and wrote the handover documentation.

Measuring the consumer journey

I designed the model that measures the shopper journey from the store's cameras, RFID product tags and checkout (POS) data. It covers more than 100 tracked display areas and 190 products (SKUs), so merchandising could see which products and zones were performing instead of estimating.

The measurement model, simplified. Store data stays with Under Armour.

A KPI framework leadership could run on

I wrote an eight-dimension KPI framework that maps what the store senses to the commercial metrics the business already runs on. It was presented to UA leadership as the roadmap from static reporting to continuous measurement.

Conversionshare of visitors who buyATVaverage order valueSell-throughshare of stock soldUPTitems per orderGross marginprofit after product cost

Every floor change becomes a test

When merchandising reset the floor by moving the store's modular fixtures and SKUs, I re-mapped the store's full digital layout (in retail, the floorset) in under 24 hours with minimal downtime. That turned each floor change into a repeatable test cycle: move something, measure it, keep what works.

Sizing the rollout

I built a scenario model in Excel that let Under Armour size a chain-wide rollout across store tiers, projecting how per-store cost and cost per square foot fall with volume against break-even benchmarks. An anonymized cousin of that thinking is playable on its own page.

Running the room

I created and ran the weekly meeting with Under Armour's global and APAC leadership: progress, store performance and risks flagged early. The project's timelines and documentation lived in a Notion operating hub I built.

What stays in the store

The store's data belongs to Under Armour, so its numbers aren't here. Everything on this page describes the scope of the work, not its results.

Next: Same store, two streets Ask me about it

Sources

  1. DoNews: UNDER ARMOUR 安德玛全球首家智能运动社交空间落户广州 (January 23, 2026)