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Under Armour Joins the Subscription Box Game

Under Armour is jumping on the subscription box bandwagon and fulfilling the call for consumers who want a monthly—or semi-monthly—activewear fix.

The athletic retailer debuted its first ArmourBox—an exclusive merchandise subscription service where consumers can order a personalized assortment of Under Armour gear online, try-on when it arrives and buy whatever they decide to keep without leaving home to do it.

The process for ordering an ArmourBox is seamless and enables consumers to tailor their own assortment of apparel and footwear products on Under Armour’s website.

For consumers’ profiles, Under Armour asks a few questions about workout preferences, style and sizing. First, consumers outline whether they are starting to get active, maintaining their fitness or improving their workouts for intensive activity, including competitions and marathons. Next, consumers are asked about where they exercise and what types of physical activities they prefer to do. Under Armour then asks consumers about activewear apparel and footwear preferences, their sizes and whether they have any other special styling requests. Once the questionnaire is complete, consumers can order and schedule their box for delivery every 30, 60 or 90 days.

[Read more about the subscription box market: Subscription Services Deliver on Personalization and Experiences]

After a consumer places their order, an Under Armour stylist—better known as an Official Outfitter—handpicks four to six pieces of gear that caters the consumer’s fitness goals, workout preferences and activewear wardrobe needs. The ArmourBox is then delivered to the consumer’s home, where they have a week to try on items, pay for the products they want and return any unwanted items for free. Under Armour doesn’t charge consumers a styling fee, restocking fee or returns fee. What’s more, the retailer also offers consumers a 20 percent discount if they decide to keep the entire order.

As the subscription box market becomes increasingly saturated, it remains to be seen whether more entrants will necessitate even more personalized offerings or whether there’ll be clear winners, and the losers that don’t make it.