Under Armour

What it does

The Under Armour app serves as the brand's dedicated mobile e-commerce storefront. It allows users to browse, search, and purchase the full range of UA athletic apparel, footwear, and accessories. The app is built around a personalized shopping experience, integrating a rewards program and account management features to foster customer loyalty.

Where it shines

The app excels at creating a streamlined and feature-rich shopping experience. The product filtering system (02:05) is particularly robust, allowing users to narrow down a large catalog by numerous attributes like gender, product type, color, and size. Another standout feature is the "Shop This Look" integration on product detail pages (03:14), which lets users easily purchase an entire outfit worn by a model. Finally, the detailed product review system (04:16) helps build trust by allowing users to contribute comprehensive feedback, including star ratings and written comments.

UX highlights

Real-time validation: During account creation, password requirements (00:25) update live, guiding the user and preventing errors before they happen.
Incentivized permissions: The app offers a clear 15% discount in exchange for enabling notifications (01:00), turning a permission request into a value proposition.
Comprehensive product filtering: The filter and sort menu is extensive, offering granular control that makes it easy for users to find exactly what they're looking for.
Integrated upsell: The "Shop This Look" feature (03:14) is a non-intrusive and highly effective way to increase average order value by showcasing complementary items.
Easy item saving: A simple tap on the heart icon (02:45) saves an item, confirmed by a subtle toast notification, making it easy to build a wishlist.
In-app content stories: The app uses an Instagram-like story format (01:25) to feature product campaigns, adding an engaging content layer to the shopping experience.

Monetization & growth

As a direct-to-consumer retail app, monetization is straightforward: the sale of physical goods. There are no subscription paywalls visible in the flow. Growth and retention are driven by the UA Rewards program, which is introduced during the sign-up process (00:44). The app also employs a classic growth tactic by offering a 15% discount for enabling push and SMS notifications, converting users into a re-engageable audience while simultaneously encouraging their first purchase.

Who it’s for

The app is designed for fans of the Under Armour brand and general fitness enthusiasts. It targets individuals who value a dedicated and streamlined shopping experience over browsing a multi-brand retailer. The focus on rewards and account history also suggests it's aimed at encouraging repeat purchases and building long-term customer loyalty.

Notes & opportunities

The checkout process shows a point of friction. When the user enters their shipping address, the app incorrectly flags a valid state abbreviation ("NY") as an error (09:42), which could cause user confusion or abandonment. Additionally, the error message for a taken review nickname (04:52) is a bit abrupt. A more helpful suggestion, like offering alternative nicknames, could improve the user experience in that flow.