The retailer intends to open three brand-owned stores in key cities across the UK over the coming months.

The three new stores are part of Under Armour’s overall strategy to enhance its direct-to-consumer channel and the plans are testament to the brand’s rapid expansion across the EMEA region since establishing a presence in the market ten years ago.

The new stores will utilise Under Armour’s new cutting edge city concept with the Battersea Power Station location featuring a performance centre facility where athletes can receive next-level training, physiological, assessments and performance guidance. The Battersea store will open this month along with a new location in Liverpool ONE, whilst a new store will open in Stratford Westfield in March.

Kara Trent, Managing Director EMEA at Under Armour said, “This 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.”