Under Armour has announced plans to establish a “futuristic” digital hub at its European headquarters in Amsterdam to centralize sales operations and to improve the brand experience. The hub is to have a “combination of physical and digital attributes,” supporting in-person and remote selling. It will combine an “enhanced digital assortment planning software” with “elevated portable hardware devices” for the sales teams operating in the Europe, the Middle East and Africa (EMEA) region. Managing its EMEA accounts henceforth from this single point, UA will not be reopening its offices in the cities of Manchester, Munich, Paris or Barcelona as the members of the sales team will do more remote working. The new set-up will also reduce the number of physical product samples, contributing to create ”a more sustainable future.”