Under Armour (UA) has unveiled its first-ever subscription service, ArmourBox. This service allows customers to get a mix of products shipped directly to their front door on a regular basis. Similar to other subscription services like Birchbox or Five Four, ArmourBox allows customers to try on the products and keep just the ones they wish to purchase, sending back the items they are not interested in. It is a no-fee service. Customers get their dedicated “Official Outfitter” box every 30, 60 or 90 days. The delivery includes 4-6 pieces of UA gear that are meant to fit the needs of that specific customer, taking into account their style and goals. The product mix is determined based on a customer's purchase history and the Under Armour Connected Fitness program. The customers who decide to keep all the styles shipped benefit from a 20 percent discount on the entire ArmourBox.

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