Under Armour is reassessing its wholesale and direct-to-consumer strategy in Russia, where it intends to be an active player, following the liquidation of Vostokinvest, with which it signed a non-exclusive distribution and franchising agreement in 2017. By the end of 2018, the company had opened 16 Under Armour stores in Moscow, St. Petersburg and Yekaterinburg, but all of them were closed in the last months of 2019. The contracts with Vostokinvest were terminated at the end of last year. There are still some Under Armour products available online in the country, in particular on the major Russian marketplace for fashion products, Lamoda.

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