Under Armour Launches a Loyalty Program

Under Armour announced earlier this week the launch of its first-ever loyalty program, UA Rewards, for U.S.-based consumers 16 years and older. Eligible customers can enroll for the program for free on Under Armour’s website or digital apps and platforms. Once enrolled, they can earn points through purchases, product reviews, and challenges on the MapMyRun app. Members will also have early access to new products and collections as well as resources from sports experts to learn how to improve performance.  They'll also be able to enter sweepstakes for exclusive items and donate to charitable organizations by using their points.

Total Retail's Take: Better late than never. While Under Armour is a late adopter of a loyalty program, it hopes its engaged customer base embraces the new program and the value it offers. Under Armour is seeking to match the loyalty program success of its top competitors, Nike and Adidas, which have established programs in place. The plan is to offer both rewards and experiences that are valued by athletes, creating increased engagement and, ultimately, long-term loyalty. Under Armour appears to be on the right path with UA Rewards. A pilot program showed higher conversion rates and average dollars per transaction among members vs. nonmembers.