Jordan Spieth

Under Armour, Nike, Adidas race to 'personalize' products with new technology

Under Armour, Nike, Adidas race to 'personalize' products with new technology

When Olympic skiing champion Lindsey Vonn needs custom-fitted workout clothes or cross-training shoes, she contacts Under Armour, her longtime sponsor.

“I’ve got a 3D body scan,” Vonn said, “so whenever we need to make something custom, like a new turtleneck, they can get that going.”

Most of the rest of us have not submitted to 3D modeling, in which sensors take intricate measurements that allow clothes to be made that drape just right. But Baltimore-based Under Armour — like rival sports brands Nike and Adidas — is banking on a growing consumer appetite for shoes and apparel that look or feel as customized as a built-in cabinet.

“We see customization and...

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