Business Insider Intelligence research analyst Daniel Keyes and eMarketer principal analyst at Insider Intelligence Andrew Lipsman discuss how Amazon tripled its revenues during an economic recession. They then talk about how Pinterest posted such strong Q3 growth, Walmart converting some stores into ecommerce labs, and Under Armour selling its smartphone app MyFitnessPal.

“A fitness influencer might create their own line of supplement bars, but that doesn’t mean they can’t do sponsorships with Nike, Fitbit, or Under Armour. There are just so many different types of brands in every vertical, so it’s not mutually exclusive at all.”. Instead, marketers should take this as further proof that creators can drive conversions.

To me, it was much more relevant to market our products in a way that was similar to Nike, Under Armour or lululemon athletica—products that, even though you wear them on a kind of lifestyle basis and they are touching your skin, have a really important functional component.”.

That same day, founder and CEO of Under Armour, Kevin Plank, said he would relinquish his post and assume the executive chairman role amid flatlining sales and potential accounting issues at the company.