Lindsay Sturman

Lindsay Sturman

Director of Product Customisation

Lindsay Sturman is Director of Product Customization at Under Armour, Inc., a $5B global athletic footwear and apparel brand headquartered in Baltimore, MD. Lindsay led the conceptualization and build out of Under Armour’s footwear customization program: UA ICON, and now oversees the program’s strategy and operations. In June 2017, UA ICON launched with the tagline “Use your imagination. You’ve seen custom but not like this.” When developing the UA ICON program, Under Armour set out to revolutionize the customization space by developing a deeply personal design experience, enabled by innovative web and advanced manufacturing technologies. UA ICON allows the consumer to design products using their own photos or artwork, rather than just selecting color components.

Lindsay’s prior experience is centered around strategy development. As a member of the Corporate Strategy team, Lindsay led a cross-functional initiative to build Under Armour’s 3-5 year footwear strategy. She worked at Bain & Company from 2010-2013 as a strategy consultant focused on the retail, telecom, and industrial sectors. Lindsay received her dual MBA/MA in International Relations from the Dartmouth Tuck School of Business and the Johns Hopkins School of International Affairs. She also received her BA in Economics at Columbia University.

Lindsay is passionate about rethinking the retail supply chain and customer service model in the era of advanced manufacturing and digital commerce.

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