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Under Armour opens new Brand House on Oxford Street

Under Armour reported this is its strategy to grow its multi-channel offerings, with over 200 mono-branded Under Armour stores and enhanced eCommerce experiences across EMEA.

Under Armour has opened its latest Brand House in London on Oxford Street.

The Oxford Street location, which opened on 20 July, is the latest in a series of Brand House openings following Westfield Stratford, Battersea Power Station, and Liverpool.

Under Armour reported this is its strategy to grow its multi-channel offerings, with over 200 mono-branded Under Armour stores and enhanced eCommerce experiences across EMEA.

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Earlier this year, Under Armour’s Anthony Joshua unveiled UA Next London, an athlete programme designed to identify, train, and develop London’s young athletes and sports leaders of tomorrow. Joshua launched the new Battersea Power Station Brand House, which contains the Under Armour Next Academy

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The store showcases features including connected fitting rooms, which allow the consumers to feel, try, and learn about the products and their benefits using interactive touchscreens.

The Oxford Street Brand House will carry the brand’s performance solutions. This spans their co-gender train, run, golf, and sportstyle apparel, including UA RUSH™, UA Baselayer, UA Meridian, UA Smartform, and footwear collections showcasing Under Armour’s technologies, UA HOVR™, and UA Flow.

The design of the Oxford Street store is inspired by the City of London and the London Underground. Existing structural elements in the space are cladded with hand-crafted local tiles in black and white.

Local artist Jim Vision contributed to the latest Brand House with hand-painted artwork.

Kara Trent, managing director EMEA at Under Armour, said:”This renowned retail location represents our dedication to delivering an exceptional retail experience to our valued customers, and we are thrilled to join the esteemed brands already on Oxford Street.

“We are a growth brand, and the Oxford Street Brand House marks an exciting milestone for Under Armour as we expand our presence in the UK and the wider EMEA region.”

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