Under Armour launches mobile shopping app

American sportswear company Under Armour just made its first move into mobile. The activewear brand recently launched its versatile app introducing a fusion between e-commerce and fitness programs.

The new app’s function first and foremost is to provide its users with a way to shop in a hassle-free way. Similarly to shopping on a website, the UA Shop allows customers to shop Under Armour’s gear through their phones. Additionally, the app will have access to fitness platforms such as UA Record, MapMyFitness, Endomondo and MyFitnessPal. “This app was created to maximize our digital platform and complement our existing in-store experiences by bringing consumers a way to find the product they want, when they want it,” senior vice president of revenue Jason LaRose said in a statement. The app integrates data from the world’s largest digital fitness community which allows Under Armour to provide a more personalized, unique shopping experience. The app also includes workout history, previous purchase history, and athlete inspiration for their users. “We are now able to provide custom experiences across our various categories specific to our diverse customer base,” LaRose said.

The Baltimore-based retailer is known for its performance gear and apparel. Venturing into new territory, UA Shop serves as the company’s first official interactive app. The app will be able to bring its merchandise including apparel, footwear, and equipment together in one, convenient place. Because of the app’s unique DNA, UA Shop serves as the only existing retail app that is powered by health and fitness information of over 170 million members internationally. The app is currently available from the App Store and will soon be available through Google Play.