Athletic apparel manufacturer/retailer Under Armour is getting into the subscription business, sending out an email to customers informing them of a new Stitch Fix-like offering.

The rules seem pretty simple: Under Armour says that “your dedicated Official Outfitter handpicks 4-6 pieces of UA gear that fit your needs, your style, your goals, and sends it right to your doorstep … Take a week and try it all on. Everything we send you will deliver on the Under Armour standard of performance - and style. Guaranteed. It's in our DNA … Pay for the gear you want when you checkout. Ship the rest back for free. No additional fees—period.”

If you keep it all, you get a 20 percent discount. And, Under Armour says that customers can schedule deliveries every 30, 60, or 90 days.

KC's View: I’m a big fan of both the subscription model and Under Armour, so this has a lot of appeal.

But it is worth noting that the offering comes at a time when Under Armour has been going through challenging times. After years of steady growth, it has been suffering through sales and profit declines, which has hurt its share price, which also is forcing layoffs and consideration of getting out of some categories, such as tennis, fishing and other outdoor gear.

I suppose it doesn’t really matter, but Under Armour seems to be doing this from a position of weakness, not a position of strength. What really matters is that Under Armour is trying to create a barrier to people spending money on Nike products, or anyone else’s.