// Under Armour is set to open three new brand-owned stores in key cities throughout the UK over the next couple of months
// The sportswear retailer’s new retail stores will open in Liverpool, Battersea Power Station and Stratford Westfield
Under Armour will be opening three new brand-owned stores in key cities throughout the UK over the next couple of months, following significant growth and consumer demand in the market.
The sporting retailer said the news stores are part of its overall strategy to strengthen its direct-to-consumer channel, a key element of the brand’s new growth plan in the UK and wider EMEA region.
Under Armour said it’ll be opening a store in Liverpool One this month, Battersea Power Station this month and Stratford Westfield next month.
The retail stores will use Under Armour’s new cutting-edge city concept.
It said its Battersea Power Station location will feature a performance centre facility where athletes can receive next-level training, physiological assessments and performance guidance from the UA Athlete Performance Team.
While the final concept will feature performance products across its popular co-gender train and run collections.
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For Under Armour, “every new store is an opportunity to push athletes further, showing them what it takes to be the best”.
Managing Director EMEA Kara Trent said: “Today’s announcement marks the beginning of an exciting next chapter for Under Armour in the UK. Responding to a rapid growth in both consumer demand and sales, we’re delighted to announce the opening of a series of retail stores in some of the most iconic retail locations in the country. This direct-to-consumer approach will enhance our holistic market approach – which includes our important wholesale partners – and further strengthen Under Armour’s consumer experience.
“We support athletes to become better, and find that grit, determination, and hard work lead to true success. This move is only the beginning of our commitment and investment in the EMEA region, and we’re looking forward to continuing this incredible journey in the coming years.”
Under Armour VP of Direct To Consumer EMEA Olivier Genoud said “With this announcement, we are keen to stay true to what an Under Armour retail visit should be: living up to our promise of delivering an experience and products that make athletes better,” said Olivier Genoud, VP of Direct To Consumer EMEA at Under Armour.
“With our mission ‘Under Armour makes you better’ in mind, we are constantly striving to offer an elevated brand experience on the shopfloor. One example of this in the recently opened Amsterdam store is the connected fitting rooms, which allow the shopper to learn more about the benefits of the product they’re trying on via the use of an interactive screen.”
To raise awareness and drive traffic to these new store openings, Under Armour is also executing a major outdoor advertising campaign ‘Gear up to Grind’ in the key city areas around the stores to engage their target audience.
The news comes following the announcement of a new chief executive for the business back in October.
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