Under Armour Launches Subscription Box

October 30, 2017

Sportswear company Under Armour is getting into the subscription box game.

It’s called ArmourBox, and it’s a subscription service that sends customers items either every month, two months or three months, according to the subscriber’s wishes. The shipments are based on a profile he or she has created indicating personal preferences regarding sports activities and style.

That information then guides how a stylist, called an “official outfitter,” will pick the four to six pieces of Under Armour merchandise that will be sent to the customer.

Upon signing up, you submit details like gender, fitness goals, work, lifestyle, activities, style preferences, and size.

Upon receiving the box, you get a week to decide what you wish to keep and what you wish to send back at no additional cost. And if you decide to keep everything, you get a 20% discount – which is similar to the incentives of what other box companies like stitch fix do. Each box comes with four to six items, including shoes.

UA’s box effort comes as other companies like Gap try to emulate the sub box success of Stitch Fix, whose sales have hit $1 billion and are looking to go public.

The company recently cut 2% of its workforce and lowered its sales growth forecast, adding to the pressure to have initiatives like this subscription box be a hit. And realistically – we have to consider how much appetite is there for this kind of service – being that it’s in the non-fashion space — there’s less emphasis on needing new styles so quickly and even less need for so-called “expert advice” beyond the first shipment.

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