Under Armour’s asset share portal for internal and external use is built on Asset Share Commons, an overlay for AEM. We wanted automated file structure and assets based on the templates, and user permissions in publishing automation.” “From a user perspective, it’s then about providing standardised marketing projects through templates and systems. This allows wholesale partners to dynamically resize photography or request in different file formats,” Snyder said. “On the publishing side, we wanted to publish out to Dynamic Media for consumption by our mobile apps or UA.com website, then have that tied into our asset share platform for dynamic rendition support. It was important to tie this into product lifecycle management software, and the company’s master data management (MDM) platform, automating product information shown alongside that asset. Under Armour is using Workfront’s project management software for tasks like automating metadata assigned from trades briefs, and approval and project management. Read more Coping with brand management: Diageo’s story “We were looking to automate around the metadata being applied in that step,” he explained. Other objectives were ensuring continuous product updates and upgrades, reducing development time, automation where possible, ensuring great API integration and gaining ability to tie other systems into Under Armour’s ecosystem.īy way of example, Snyder noted improvements to photography partners uploading into the platform. On the IT operations side, comprehensive governance rules around data going into the platform was a must, as was the ability to seamlessly tie together different data sources.
The overarching objective was to free up marketers and creatives “to have more time to do the things they need to do to provide a great result”, he said. It was also important the DAM integrated directly with tools marketing and creative teams are using. Snyder said from a marketing operations perspective, business priorities to meet included great asset search, reusable content, solid reporting and published tracking of assets throughout the lifecycle. This resulted in many manual steps and restricted more automated and dynamic rendering of assets.
Previously, Under Armour’s asset management, data sources, project management and applications set-up was only loosely integrated and not taking advantage of the cloud. Its asset share portal, which is built on Asset Share Commons within the Adobe Marketing Cloud, has about 60,000 downloads per month and 225 daily active users. Under Armour has more than 500,000 digital assets, some 12TB of data, and often has 7000 product styles each season.
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