Under Armour opens new store in Westfield Stratford City as part of ongoing expansion strategy

Under Armour has announced the opening of a new Brand House at Westfield Stratford City in London. This comes after the business saw significant growth in their EMEA region in Q3 FY23 (financial year), with the company’s quarterly revenue increasing 32 per cent (up 46 per cent currency neutral).
The store is the latest in a series of announcements highlighting the brand’s commitment to the UK and wider EMEA region, following Brand House openings in Battersea Power Station and Liverpool ONE over the last couple of months.

The Westfield Stratford City store is part of Under Armour’s strategy to build out a stronger direct-to-consumer channel. The Brand House offers a seamless experience for both Under Armour Athletes and customers, including connected fitting rooms that provide opportunities to learn more about the products available via interactive screens.

The conceptual design of the store represents two key aspects of the Under Armour mission: toughness and dynamism. Spanning a space of 347 sqm, the architectural design of the store combines a high façade with a dynamic backdrop including the Under Armour logo. These features are complimented by the constantly moving and colour changing lights implanted throughout the ceiling which create a feeling of continuous motion.

Kara Trent, Managing Director EMEA at Under Armour, said: “Our new presence in Westfield Stratford City is testament to the strength of our growth and commitment to the overall EMEA expansion strategy. The four Brand Houses we have opened so far in the Netherlands and the UK remain just the beginning of this journey and I am excited to be able to see this project grow across the wider EMEA region.

“These Brand Houses perfectly showcase our Under Armour mission: to not only support athletes to become better – and find that grit, determination, and hard work that leads to true success – but also to provide our customers with elevated and immersive brand experiences on the shopfloor.”

Under Armour’s new Westfield Stratford City store houses popular performance products across co-gender train and run collections such as UA RUSH™, UA Baselayer, UA Meridian, UA Smartform, UA InfinityBras, as well HOVR and UA Flow footwear platforms.

To raise awareness and drive traffic to these new store openings, Under Armour is executing a major outdoor advertising campaign ‘Gear up to Grind’ in the key city areas around the store.

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