Under Armour Launches Personalized Subscription Box for Activewear

Activewear company Under Armour (NYSE: UA, UAA) has entered the personalized subscription box market, launching ArmourBox to provide active adults with new workout gear

Subscription News: Under Armour Launches Personalized Subscription Box for Activewear

Source: Under Armour

Activewear company Under Armour (NYSE: UA, UAA) has entered the personalized subscription box market, launching ArmourBox to provide active adults with new workout gear at 30-, 60- or 90-day intervals. When a new member signs up, they complete a personal profile which includes goals, needs and style. An ‘Official Outfitter’ hand-selects four to six pieces of Under Armour gear for the member to try on.

The member has a week to try everything on or return it. If the member keeps all the pieces, they save 20 percent off the entire shipment. There are no fees for styling, shipping or restocking. Think of it as a Stitch Fix for active adults. Products include everything from tops, bottoms and shoes to free weights, water bottles and golf accessories. The company did not disclose a price range of the items included in the ArmourBox.

Subscription News: Under Armour Launches Personalized Subscription Box for Activewear

Source: Under Armour

‘Sign up. Give us your goals. We’ll send you exactly what you need to hit them,’ says Under Armour on the sign-up page. ‘No fees. No risk. No sweat.’

Once a subscriber receives their box and tries on the items, they go to their online dashboard to indicate what they’re keeping, what they are returning and what they wish to exchange. Subscribers are charged for what they keep, and they have 30 days to return items they don’t want. Because the service is new, it doesn’t have all the bells and whistles yet. For example, once a member sets the frequency, they don’t have an option to pause or skip a particular ArmourBox. However, they also aren’t obligated to keep anything once it arrives.

Subscription News: Under Armour Launches Personalized Subscription Box for Activewear

Source: Under Armour

To ensure a positive experience, subscribers have the ability to leave feedback for their Official Outfitter through the Under Armour dashboard about likes, dislikes, goals, activities, style and size. This will help the Official Outfitter to better meet the subscriber’s needs and expectations. Through the dashboard, subscribers can also see items previously previewed and purchased if they want to re-order an item. Like most subscription boxes, Under Armour doesn’t provide a preview before boxes are shipped.

Insider Take:

Subscription News: Under Armour Launches Personalized Subscription Box for Activewear

Source: Under Armour

Under Armour is just the latest company trying to diversify its products and services by offering a subscription box. Taking a page out of the Stitch Fix playbook (see yesterday’s post), Under Armour hopes to gain an advantage over competitors by offering a personalized subscription box, where items are ‘hand-picked’ based on sizes, style preferences and fitness goals.

The key to the subscription program’s success will be the quality of its products, the degree of personalization, and the execution of the overall experience (e.g., customer service, delivery, unboxing experience, etc.). Under Armour is set to release its third quarter financials next week. Perhaps they will share more information about the product, such as their goals or beta results, then.

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