Under Armour jumps on the subscription box trend
Personalized sportswear subscription boxes are set to become available at Under Armour.
The athleisure brand is launching a subscription box program that will see stylists collate selected products for subscribers on a regular basis, WWD reports. Titled ‘Armour Box', the package will include between four and six products, based on the information shoppers provide the brand with in their personal profiles, such as style preferences and preferred sports.
The concept is now live, with the brand reaching out to customers that are part of its ‘Connected Fitness' platform -- i.e., those who use the fitness apps owned by the company. "We've got over 215 million names that are part of our Connected Fitness platforms," Jason LaRose, president of North America for Under Armour, told WWD.
Clients can opt to receive the boxes every 30, 60 or 90 days, and receive a 20 percent discount if they decide to keep everything they are sent.
Subscription boxes have grown in popularity over recent years, with fashion retailers such as ‘Rent the Runway' and ‘Bungalow Clothing' testing out variations of the model which sees clients receiving their shopping to try on at home and return or keep at will. The concept has proven particularly successful in the beauty sector, where retailers such as Birchbox, Sephora and Mr Porter have made subscription services part of their key offerings.
The news comes as Under Armour unveils its latest athletic ambassador. Champion swimmer Yusra Mardini, a Syrian athlete and refugee who fled her homeland in 2015 and who has since performed in the Rio Olympics as a member of the Refugee Olympic Team, is the latest face to join the brand as one of its international athletes. Under Armour has debuted a short film that documents the trials Mardini faced on her perilous journey to Europe.
