Under Armour Debuts Loyalty Program

Under Armour signage

Under Armour has launched its first-ever loyalty program, UA Rewards, for its U.S.-based customers. Members will earn reward points for making purchases, writing product reviews on eligible products and completing UA MapMyRun challenges. Currently available only online, Under Armour plans to roll out UA Rewards to its stores later this year.

“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 CEO of Under Armour in a statement. “UA Rewards is a diverse program offering value to consumers, including celebrity athlete experiences and exclusive wellness content.”

UA Rewards membership, open to people 16 and older, will offer benefits including early access to events and gear like Curry Brand and Project Rock before it hits the retailer’s shelves. Other perks include athlete videos and expert training tips. After earning points, members will be eligible for offers such as monthly sweepstakes with exclusive prizes like signed gear, new arrivals and unique experiences, or they can apply points to future purchases. Additionally, members will soon be able to donate their points to organizations such as Good Sports, Positive Coaching Alliance and Every Kids Sports.

To celebrate the launch, those enrolled in UA Rewards by Aug. 2 will be entered for the chance to win a VIP experience with basketball champion Stephen Curry. Members that have signed up by Oct. 31, 2023 will be entered to win free UA gear for one year, valued at $6,000.


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