IDG Contributor Network: Doing it digitally—How tech-charged customer collaboration delivers market innovation

When Under Armour, a major player in the performance apparel market, adopted 3D printing technology to make insoles on demand, it shortened the design-to-sale cycle from six months to two days and disrupted a manufacturing process that hadn't changed in 60 years. It was just one more step in a digital transformation that began with connecting shoes to fitness-tracking apps. Now connected shoes collect Internet of Things (IoT) data that informs design.Under Armour's innovation strategy leverages