Under Armour, which operates over 30 brick-and-mortar stores in the MENA area, is collaborating with digital agency Emakina to add an e-commerce platform to its sales channels there. Emakina is creating a branded digital experience for Under Armour that will be accessible across desktop, phone and tablet devices.

As part of this digital commerce expansion, Under Armour will deploy a customisable Fluent Commerce order management system. The company will also implement additional Fluent Commerce technologies, including product information management, CRM, and storefront solutions.

“With e-commerce growth last year in MENA region outpacing the UK & US markets, now is a great time to offer our customers a convenient way to interact with the Under Armour brand and purchase products by launching a localised site, said Gaurav Sharma, Retail Director at Under Armour. “With the support of the global and regional teams, we’re now implementing the Under Armour website with omni-channel capabilities, offering our customers the opportunity to shop in either English or Arabic, and in their local currency.”