Under Armour is launching an e-commerce platform in the Middle East, in collaboration with two technology partners, Emakina and Fluent Commerce. The American sports company has already more than 30 brick-and-mortar stores in the Middle East region, where it is distributed by Athlocity, including a newly inaugurated flagship store in the Dubai Mall Village, developed in partnership wih Green Room. Its new e-commerce platform, to be launched in the United Arab Emirates and the Kingdom of Saudi Arabia, will give customers the opportunity to shop in either English or Arabic and in their local currency. Emakina created a platform with advanced omnichannel features like pay-and-collect and real-time inventory. In addition, the e-commerce platform will deploy Fluent Commerce’s technologies including a customizable order management system, product information management, CRM and storefront solutions.