Under Armour has unveiled its latest Brand House on London’s iconic Oxford Street, a significant milestone in its European growth plan, according to the Baltimore, Maryland-based company.
The Oxford Street location, which opened July 20, is the latest in a string of successful Brand House openings after Westfield Stratford, Battersea Power Station and Liverpool One. This reflects the company’s continued growth and increased consumer demand in EMEA, Under Armour’s fastest-growing region in FY2023. This direction is part of Under Armour’s strategy to expand its multi-channel offering, which now includes more than 200 branded Under Armour stores and enhanced e-commerce experiences across EMEA.
The design of the Oxford Street store is inspired by the City of London and the London Underground. Existing structural elements in the space are covered with handmade local tiles in black and white, featuring the brand logo. Local artist Jim Vision contributed hand-painted artwork to the authenticity of this latest branded store.
The store showcases the brand’s latest design direction and an enhanced customer experience with innovative features, including networked fitting rooms that allow customers to feel, try and experience the products and their benefits through interactive touch screens.
