Under Armour Launches Its 1st Loyalty and Rewards Program

Jennifer Guhl
Contributor Writer
Jennifer Guhl
a group of people sitting at a station

Under Armour has revealed a new loyalty and rewards program for U.S.- based consumers, enabling further brand engagement while allowing consumers to save on the products they love.

"We are thrilled to launch Under Armour's first-ever loyalty program. Our consumers are incredibly engaged with our brand, and UA Rewards will enable a deeper connection, delivering the value and benefits they've been craving," said Stephanie Linnartz. president and chief executive officer, Under Armour. "UA Rewards is a diverse program offering value to consumers, including celebrity athlete experiences and exclusive wellness content." 

Launched on July 31st, “UA Rewards” offers customers 16 years and older to enroll for free on UA.com, UA MapMyRun, or the UA App. Once registered, members can accumulate points through product reviews, purchases, UA MapMyRun challenges, and purchases during their birthday month.

Earned points can be used to access additional benefits like member-exclusive offers like monthly sweepstakes and access to new arrivals or exclusive experiences. Members can also apply points to future purchases, and in the future, members can donate to organizations like Good Sports or Positive Coaching Alliance through the redemption of points.

Other exclusive benefits include: 

  • Early access to new Under Armour products, including Curry Brand and Project Rock items. Members can also view upcoming events directly through their digital UA rewards account. 
  • Exclusive videos from Under Armour athletes and trainers give members access to expert tips on improving athletic training and physical performance. 

To celebrate the launch, Under Armour entered all those that enrolled in UA Rewards by August 2nd the opportunity to win an exclusive VIP experience package with NBA superstar Stephen Curry, including an all-expenses-paid trip to meet Stephen himself.

In addition, Under Armour is giving those who enroll by October 31st the opportunity to win free Under Armour gear for a year, valued at $6,000.

In 2020, Under Armour, which is currently the 65th retailer on RIS News’ Top 100 ranking, took a massive step toward a consumer-direct focus by consolidating its app ecosystem and aligning under a single e-commerce platform, selling off MyFitnessPal and discontinuing its Endomondo digital fitness platform. 

More on Loyalty Programs

This ad will auto-close in 10 seconds