The performance brand is the latest to join a host of other brands in the Middle East region with their new, flagship store launch in Dubai Mall.
The project was led by global retail design consultancy Green Room, who have also worked on projects with PUMA, Nike, adidas, ASICS and New Balance. Building on Under Armour’s Brand House City Concept, the partnership has resulted in the creation of a fully-fledged flagship store concept, which now marks the brand’s most premium flagship expression to date.
Under Armour’s audience targets the Focused Performer that wants to be inspired, understood and supported in order to achieve their goals, and the store makes direct use of information from nutritionists, coaches and partners to connect with consumers around those needs.
Community is also central to the new store concept. A dedicated space allows for event takeovers to bring the brands’ community together and integration of the MapMyRun app in-store plays a key role in connecting the dots for customers’ lives on and offline.
