Under Armour is moving from its current wholly-owned subsidiary to a distribution model in India, with plans to launch e-commerce operations and double-digit new brick-and-mortar store openings in the country by the end of 2022. Under Armour entered the market in 2019 and is now handing over the reins to Tushar Goculdas and his new company, Underdog Athletics, based in South West Delhi. Goculdas had already overseen the brand’s launch. According to Hindu Business Line, the new exclusive distributor will continue to work with franchisees, as it did in the previous model.