Under Armour has decided against reopening its physical sales offices in Paris, Munich, Manchester and Barcelona, preferring instead to coordinate in-person and remote selling functions in the respective markets from a new, “futuristic” Digital Hub at its European headquarters in Amsterdam.

The regional offices had been temporarily closed in the spring because of the Covid-19 pandemic, which led to accelerate the digital transformation of the business. A spokesman for the company stressed that the company will keep the local sales subsidiaries and many of their salespeople, but the operation will be more streamlined and centralized.

Under Armour had already indicated last month that it was planning to set up the new Digital Hub in Amsterdam “to dramatically improve the brand experience for customers.” UA said at the time that it wanted to create “a state-of-the-art environment that will be a new standard within the industry.”

Under the new structure, the number of physical samples at multiple locations will be reduced, and key buyers will be invited to look at the assortment in Amsterdam. The new Digital Hub will combine enhanced digital assortment planning software with elevated portable hardware devices for the sales team throughout the EMEA region.

The UA spokesman confirmed a report in CMDSport that the reorganization is leading to the departure of the company’s former Spanish country manager, Jens Ullbrich, in connection with the closing of the Spanish office. Sales in Spain and Portugal will be handled by a sales manager, Marc Colomer, who will be working out of his home.

The Spanish office was set up by Under Armour in 2016, after the break-up of a distribution agreement with the former Alnisa Sport. Two years later, however, the operation was already streamlined once, with many of its operations being run out of France.