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Volume 24 No. 216
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Under Armour Joins Growing Trend In Launching Merchandise Subscription Service

Under Armour is "getting into the subscription game with a new mailed offering" called the ArmourBox, in which consumers "receive a box and keep only what they want," according to Adrianne Pasquarelli of AD AGE. Consumers can "opt into the service, which does not include shipping fees, every 30, 60 or 90 days." After completing a personal profile, they will then "receive a selection of products picked by one of Under Armour's stylists." The company is "using an artificial intelligence system to help stylists make recommendations based on the consumer's profile and user data." Subscription services have "proven popular with shoppers enthusiastic for the surprise of a monthly box and willing to let someone else do the heavy lifting of product selection" (ADAGE.com, 10/19). In Baltimore, Lorraine Mirabella notes unlike others services, UA is not requiring a "monthly fee." Customers can "take a week to try it all on, then pay for what they want to keep and ship the rest back." A 20% discount will "apply if a subscriber buys everything in the box." Under Armour "promises access to the latest gear for each season, as well as head-to-toe outfits that are customized to training and personal style needs and activities, such as basketball, running or golf" (Baltimore SUN, 10/20).