Under Armour has opened a new store in Westfield Stratford City as a part of the company’s ongoing expansion strategy. The store is the latest in a series of announcements highlighting the brand’s commitment to the UK and wider EMEA region, following Brand House openings in Battersea Power Station and Liverpool ONE over the last couple of months.
The Westfield Stratford City store is part of Under Armour’s strategy to build out a stronger direct-to-consumer channel. The Brand House offers a seamless experience for both Under Armour Athletes and customers, including connected fitting rooms that provide opportunities to learn more about the products available via interactive screens.
The conceptual design of the store represents two key aspects of the Under Armour mission: toughness and dynamism. Spanning a space of 347m², the architectural design of the store combines a high façade with a dynamic backdrop including the Under Armour logo. These features are complimented by the constantly moving and colour-changing lights implanted throughout the ceiling which create a feeling of continuous motion.
