# What AI does Under Armour use?

Under Armour uses 9 AI tools on usedby: 3 confirmed, 6 observed and 0 signals. Tools: Smartly, Snowflake, Vectra AI, Colossyan, Factory, Frase, Runway and Tidio and 1 other. Latest check 2026-10-08: 7 of 9 public lines checked.

- Industry: [Fashion & Apparel](https://www.usedby.ai/companies/industry/fashion-apparel.md)
- Website: [underarmour.com](https://underarmour.com)
- Public sources: 15

## AI tools

Each line links to the public page that shows the company with the tool. Every line is a customer, at one of three proof levels: confirmed (a case study, a named quote or a press release), observed (the vendor shows the company on its own pages) or signal (a job post shows the company's employees use the tool, the weakest proof). The first public proof is not an adoption date.

| Tool | Category | Proof | First public proof | Source |
|---|---|---|---|---|
| [Smartly](https://www.usedby.ai/tools/smartly.md) | Marketing Personalization & Ads | Confirmed | — | [smartly.io](https://www.smartly.io/resource-categories/case-studies), captured 2026-10-08 |
| [Snowflake](https://www.usedby.ai/tools/snowflake.md) | Data Cloud & Analytics | Confirmed | — | [snowflake.com](https://www.snowflake.com/en/customers/), captured 2026-10-02 |
| [Vectra AI](https://www.usedby.ai/tools/vectra-ai.md) | AI Cyber Defense | Confirmed | — | [vectra.ai](https://www.vectra.ai/resource-type/customer-stories), captured 2026-10-07 |
| [Colossyan](https://www.usedby.ai/tools/colossyan.md) | Video Generation & Editing | Observed | — | [colossyan.com](https://www.colossyan.com/case-study/how-sonesta-uses-ai-video-to-cut-80-of-their-video-production-costs/), captured 2026-10-07 |
| [Factory](https://www.usedby.ai/tools/factory.md) | Autonomous Coding Agents | Observed | — | [factory.com](https://factory.com/), captured 2026-10-05 |
| [Frase](https://www.usedby.ai/tools/frase.md) | SEO & Content Strategy | Observed | — | [frase.io](https://www.frase.io/pricing), captured 2026-10-02 |
| [Runway](https://www.usedby.ai/tools/runway.md) | Video Generation & Editing | Observed | — | [runwayml.com](https://runwayml.com/customers) |
| [Tidio](https://www.usedby.ai/tools/tidio.md) | Chatbots & Live Chat | Observed | — | [tidio.com](https://www.tidio.com/fr/), captured 2026-10-03 |
| [v0](https://www.usedby.ai/tools/v0.md) | AI App Builders (GenUI) | Observed | — | [v0.dev](https://v0.dev/customers) |

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Source: https://www.usedby.ai/companies/under-armour · How we check: https://www.usedby.ai/methodology