Under Armour expands concept stores

Under Armour is expanding its store network in the UK with new cutting edge stores in Liverpool and London

The stores are part of Under Armour’s 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.

Its new Battersea Power Station London 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.

“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,” said Kara Trent, MD EMEA at Under Armour.

The additional new stores are in Liverpool ONE, Liverpool, and Stratford Westfield, London.