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Under Armour’s collaboration with IBM Watson provide big data insights to advance connected fitness approach

Under Armour’s partnership with IBM Watson is the latest in a series of announcements from the consumer health and fitness business that illustrate how the company is thinking about big data applications not only to provide timely, helpful insights on athletic training to a customer base of 180 million but also how to get them to buy more gear.

The collaboration involves Under Armour providing a Cognitive Coaching System powered by IBM Watson to motivate and support exercise regimens for athletes and transform athlete engagement, according to a company statement.

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