Under Armour Thinks Inside the Box

Upstart customized apparel companies like Stitch Fix and Rent the Runway have inspired Under Armour to launch a curated monthly subscription service.

The performance apparel company is now offering ArmourBox, a free service that lets consumers sign up for monthly (or less frequent) home delivery of "4-6 pieces of UA gear that fit your needs, your style, your goals," according to the company's website.

Consumers buy what the want and can return the other items for free. They have one week to notify the company about their choices (which triggers billing) through their online account, and then have 60 days to return the items. Full purchase earns a 20% discount.

The products are chosen by an "Official Outfitter" based on answers to a series of questions about the consumer's physical activities, style preferences and sizes. General purchase trends and product reviews from Under Armour's "Connected Fitness" customers also factor into the selection process.