Under Armour links purchase recommendations to fitness data
Under Armour has launched “UA Shop,” its first mobile shopping app that taps the health and fitness information from its more than 170 million Connected Fitness members worldwide to make shopping suggestions.
The sports brand’s Connected Fitness platform includes:
- MapMyFitness, one of the largest digital fitness communities. Runners, cyclists and other fitness enthusiasts can find route maps while tracking their fitness activities and recording workout details;
- MyFitnessPal, which provides nutritional information for over five million foods and offering caloric data associated with hundreds of exercises;
- Endomondo, an international fitness tracking platform and social fitness network similar to MapMyFitness;
- UA Record, a digital dashboard that displays everything from an individual’s health reading in four quadrants: sleep, fitness, activity and nutrition.
Customers who have UA Record and MapMyFitness accounts can sync existing account information to the UA Shop. Integration with MyFitnessPal and Endomondo apps is coming soon.
UA Shop will “connect consumers to the right gear driven by data through in-app recommendations.” For example, a consumer living in a warmer climate who has logged several runs through MapMyRun might receive a recommendation for UA CoolSwitch apparel and running footwear, designed to pull heat away from the skin. A hiker in the Northeast might see the latest Armour baselayer and outerwear.
“We are now able to provide custom experiences across our various categories specific to our diverse customer base,” said Under Armour SVP of revenue Jason LaRose in a statement.
Citing terminology from best-selling author Ram Charan, Under Armour’s CEO, Kevin Plank, has said Under Armour is creating its own “Math House” as its extensive fitness and health data will “shorten the distance between the brand and the consumer.”
Said Mr. Plank on the company’s first-quarter conference call, “Monetizing our Connected Fitness space in a synergistic way that enhances consumer engagement and drives value to our community and the Under Armour brand remains a key initiative for us.”
- Under Armour Launches UA Shop, Expanding Connected Fitness Suite With Personalized Shopping Experience – Under Armour
- Under Armour’s first shopping app leans heavily on fitness data – Retail Dive
- Under Armour Leverages 170 Million Users’ Data To Power Mobile Shopping App – Retail Touchpoints
- Under Armour First-Quarter 2016 Conference Call – Seeking Alpha
- Under Armour Fourth-Quarter 2015 Conference Call – Seeking Alpha
DISCUSSION QUESTIONS: What do you think of the potential of using personal fitness and health data to drive purchase recommendations? Do you see purchase recommendations in general moving beyond past purchases and preferences over the next three to five years?