Under Armour opened its newest brand house in the U.K. at London’s Battersea Power Station on March 8. The new brand house features such features as changing rooms with interactive screens that allow customers to get instant support from teammates in the store. The store’s design incorporates Battersea Power Station’s unique heritage through a custom interior design concept and special elements such as metal and glass partitions between areas that have always been present in the facility. There will also be art by London street artist Jim Vision. The new brand home also includes an Under Armour Next Academy, where UA Athlete Performance Team athletes can receive top-level training, physiological testing and performance advice. The Academy will provide testing in the areas of athletic intelligence, power and strength, speed, agility and endurance – all within sight of end-consumers shopping in the retail space. It occupies 150 square meters of the total 502 sqm of store space.
The opening follows the launch of the first Under Armour brand house in the U.K. at the Liverpool One shopping center last month and the company’s record growth figures for the EMEA region announced last month, where the company’s quarterly sales increased 32 percent (46 percent in currency neutral).
