Under Armour launches UA Shop
Under Armour has launched a shopping app built on its Connected Fitness platform to combine e-commerce with health and fitness tracking.
Launched last week, the UA Shop integrates data from Under Armour’s digital fitness community to provide what the company calls “deeply personalised experience based on athlete inspiration, workout history and previous purchase history.”
Thanks to a series of acquisitions of health and fitness apps MapMyFitness, Endomondo and MyFitnessPal, Under Armour now oversees a digital community of 170 million users worldwide tracking their health and fitness information. The UA Shop essentially bridges the gap between the fitness app acquisitions and the brand’s core business, selling sporting apparel, footwear and equipment.
“UA Shop is the next step in our connected fitness evolution as Under Armour becomes a true Math House,” said Jason LaRose, senior vice president, revenue, at Under Armour. “This app was created to maximise our digital platform and complement our existing in-store experiences by bringing consumers a way to find the products they want, when they want it. We are now able to provide custom experiences across our various categories specific to our diverse customer base.”
The company provided an example of how workout history can be used to provide personalised product recommendations: “A consumer living in a warmer climate who has logged several runs through MapMyRun might be exposed to UA CoolSwitch apparel and running footwear, a technology that pulls heat away from the skin and allows the user to feel cooler, longer.”
Additional features of UA Shop include one-touch purchasing with Apple Pay, expanded product content and customer reviews, and apparel tag scanners for enhanced in-store experiences.