How Under Armour is linking fitness data with customer loyalty
Under Armour and MapMyFitness are
working with sports equipment retailer Sports Authority to link workout
activity with customer loyalty programs in a data play that is part of
Under Armour’s efforts to become a technology company.
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The 150 million people within the “Under Armour Connected Fitness” group
will get a set of challenges (for example, “run 10 miles a week”), and
if they complete it, they can win gift cards and points within “The
League,” Sports Authority’s loyalty program.
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For Under Armour, which is now the second-largest athletic brand in the
country after Nike, the transformation into a tech company has also
meant hiring engineering talent in places like San Francisco, Austin and
Copenhagen.
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