Under Armour's new app personalizes fitness

Under Armour (NYSE: UA) has launched its first mobile app that connects fitness to shopping for a personalized experience.

Called UA Shop, the app integrates data from its connected fitness platform which holds users' workout histories and previous purchases.

"UA Shop is the next step in our connected fitness evolution as Under Armour becomes a true Math House," said Jason LaRose, senior VP of revenue. "This app was created to maximize our digital platform and complement our existing in-store experiences by bringing consumers a way to find the products they want, when they want it. We are now able to provide custom experiences across our various categories specific to our diverse customer base."

For example, a user in a warm climate who uses MapMyRun will be shown appropriate apparel to remain cool while a hiker in the Northeast will be presented layers of gear to keep warm on the trails.

Under Armour purchased the MapMyFitness app in November 2013 for $150 million and created the Under Armour Connected Fitness program.

The UA Shop app will bridge the brand's digital communities with Under Armour's core business – performance apparel, footwear and equipment. It's also the only retail app on the market that is powered by the health and fitness information of more than 170 million members, according to the company.

This is the first app in the Under Armour Connected Fitness suite that will launch with the new Under Armour account, which links all of a user's information in a single profile.

For more:
- see this Under Armour press release

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