Paul Fipps is the Chief Digital Officer at Under Armour, a $5B leading performance apparel and footwear brand present in 56 countries.
With digital capabilities disrupting industries around the world, brands must make a shift to put the consumer at the core of everything they do. Anticipating the importance of powering and scaling consumer experiences and engagement through data, technology, and advanced analytics, Paul built Under Armour’s global digital organization, inclusive of 1,000+ teammates.
Since mid-2017, Paul has led engineering, data science, digital commerce experiences, enterprise technology, consumer engagement, and the MyFitnessPal, MapMyFitness, and Endomondo apps globally. He holds accountability for global ecommerce revenue, large-scale technology investments, and the Connected Fitness P&L segment, which he brought to profitability within 18 months. He reports to Founder, CEO, and Chairman Kevin Plank.
In this role, Paul has led the digital transformation of the Under Armour brand. He has established hubs for digital talent in Austin and San Francisco, led industry-unprecedented mergers of three consumer app companies worth over $700M, driven profitable growth in subscription and recurring revenue streams, launched innovative digital and physical product such as the unique Connected Shoe, and created a culture for digital talent based on speed, learning, and agility. He has grown and activated the largest digital fitness community in the world, with over 270M users logging over 2M workouts and 30M foods every day.
He frequently speaks on topics including digital transformation, industry disruption, new modes of consumer engagement, experiential commerce, applying advanced analytics, and best in class approaches to cyber security and privacy.
For eight years, Paul served on the Americas SAP User Group (ASUG) Board, as Chairman from 2015-2016. He received the 2019 Maryland International Leadership Award and holds a B.S. and an MBA from the University of Baltimore. He resides in Maryland with his wife and two daughters.
