Under Armour Launches Specialty Store in Shanghai
October 18, 2013
Baltimore-based Under Armour Inc. has opened a new Under Armour Experience store at the Jing An Kerry Centre in Shanghai. The retail environment places storytelling at the forefront of the store design with a multidimensional short film. The film, hosted by Olympic athlete Michael Phelps, was shot with 360-degree camera technology and is displayed on a 270-degree screen and features a series of vignettes to depict different moments that define the will of an athlete, including a training session with NBA star Brandon Jennings and rooftop yoga in Shanghai. After the short film ends, performance trainers guide customers to a separate section of the store, which features a limited selection of the brand’s footwear and apparel. Under Armour continues to increase its global presence through strategic expansion in key international markets, including China, Hong Kong and Taiwan. The brand has opened six specialty stores in China in the past two years and one in Taiwan. Additionally, the brand launched in Hong Kong this past July through a partnership with retail chain GigaSports.