Under Armour is launching a loyalty program featuring experiential athlete access
Stephanie Linnartz · Under Armour’s pivot to growth (with Stephanie Linnartz) | Masters of Scale · Oct 13, 2023 · at 18:30
Under Armour CEO Stephanie Linnartz discusses applying her hospitality loyalty background to the rollout and strategy of the new UA Rewards program.
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“We just launched Under Armour Rewards, so I'm back at the beginning of this journey, and of course it's going to be about points for merchandise, but to get people to sign up, we said, oh, we'll have a sweepstake, and some winners can come spend half a day with Steph Curry in Baltimore. You'll get early drops to the, you know, newest Curry basketball shoe, or the newest Under Armour XYZ. It will be about Things we can do with our, you know, thousands of teams and hundreds of athletes, and so there's a lot, again, I can pull forward from my experience at Marriott about how you make a loyalty program sticky and emotional, and that's what we're going to do with UA Rewards. I see it as being the cornerstone of our consumer engagement strategy here.”
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