Yesterday, Under Armour officially announced the launch of the brand’s first dedicated mobile app for shopping deemed, UA Shop. The app plans on raising consumer “spending” experience across the Under Armour Connected Fitness platform.
For athletes, personalization is key. What they wear is half the battle when preparing to train because as the saying goes, “Look good, feel good, play good.” Struggling to decide what apparel to select when mobile shopping will be a thing of the past on the UA Shop app.
UA Shop integrates data from Under Armour’s Connected Fitness, one of the largest digital fitness communities. The integrated data tracks prior workout history, previous purchase history and even user climate recognition to create a unique personalized experience.
According to Under Armour’s June 7 press release, Senior Vice President of Revenue at Under Armour, Jason LaRose, believes that UA Shop will maximize Under Armour’s digital platform capabilities. “UA Shop is the next step in our connected fitness evolution as Under Armour becomes a true Math House,” said LaRose. “This app was created to maximize 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.”
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Nailing the recommended gear for the athlete is key in UA Shop’s overall scheme. The app will aid in the brand’s digital communities (performance apparel, footwear and equipment) and recommend the apparel that fits the consumer’s fitness lifestyle. Those in-app recommendations will then lead consumers to the appropriate gear.
For example, running focused individuals who live in a warmer climate, say Arizona, might be synced to UA CoolSwitch apparel and running footwear in order to stay cool in the dry, arid weather. The same can be said for a customer in the Northeast, say Pennsylvania. The UA Shop may link the individual to Under Armour’s latest baselayer and outerwear to combat the cold climate, and perhaps hiking footwear if this individual plans on climbing the hilly terrain.
UA Shop is also the first app in the Under Armour Connect Fitness suite that will launch Under Armour Account – a single user profile for all Under Armour apps. MapMyFitness and UA Record members will be able to sync their existing account information to the UA Shop app, and with future apps, MyFitnessPal and Endomondo.
The integration of one-touch Apple Pay will also be available through UA Shop making the overall shopping experience simpler with a swift tap of your mobile device’s screen. UA Shop will incorporate product content and customer review tabs, as well as apparel tags for a distinctive in-store experience.