// Under Armour opens new brand house at Liverpool ONE with the help of Liverpool FC star Trent Alexander-Arnold
// The store features connected fitting rooms and custom Liverpool-inspired artwork
Under Armour has officially opened the doors to its first UK brand house at Liverpool ONE.
The sportswear retailer said the new store will offer a seamless experience for Under Armour athletes and consumers, including connected fitting rooms which give them the opportunity to feel, try and learn about the products and their benefits by using the interactive screens installed.
The store houses performance products across popular co-gender train and run collections such as RUSH, Iso-Chill, HOVR, and many more.
It also features bespoke artwork, paying homage to Under Armour athlete and Liverpool FC star Trent Alexander-Arnold in a bid to inspire future generations of football athletes in Liverpool.
To mark the occasion, Alexander-Arnold took on the challenge of taking a free-kick to smash open the windows and officially launch the new store.
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Under Armour managing director EMEA Kara Trent said: “This latest store opening is a particularly exciting one for Under Armour, living up to our promise of delivering products that make athletes better.
“Liverpool is a hub of sporting excellence, serving the region and beyond, so we’re delighted that our new Brand House will enable us to meet ever-increasing consumer demand in this area.
“It will allow us to fulfil our obsession with levelling up these athletes; fuelling their journey every step of the way. Trent is the perfect case study of how Under Armour can help athletes strive for more and be the best possible versions of themselves.”
The Liverpool store opening is the latest in a series of announcements which demonstrate the brand’s commitment to the UK and wider EMEA region, having recently opened new stores at London’s Battersea Power Station and London’s Westfield shopping centre in Stratford, with more to come later in the year.
In October 2022, the brand unveiled its Brand House City Concept store in Amsterdam, where its new EMEA headquarters are located.
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