Under Armour has opened its latest UK Brand House in the iconic Battersea Power Station. The opening follows record growth figures for EMEA announced last month – with the company’s quarterly revenue increasing 32 percent (up 46 percent currency neutral) across the region.
The new Brand House offers a seamless experience for Under Armour athletes and customers, including connected fitting rooms which give them the opportunity to feel, try, and learn about the products and their benefits by using the interactive screens installed. The touchscreens also allow customers to access immediate assistance from teammates in the store.
The design of the store embraces Battersea Power Station’s unique heritage through the bespoke fixture concept and special elements such as metal and glazed partitions between areas which have always existed in the power station. It will also feature unique and local art from London based street artist Jim Vision, whose custom mural depicts athletes in motion through the use of intricate fractal patterns – capturing the energy and dynamism of sports in a visually stunning way.
The new Brand House includes an Under Armour Next Academy where athletes can receive next-level training, physiological assessments, and performance guidance from the UA Athlete Performance Team. The Academy will feature tests across athletic intelligence; power & strength; and speed, agility & endurance – all within view of customers shopping within the retail space. It accounts for 150 sqm of the store’s total 502 sqm space.
The Academy will help prepare elite youth athletes for what’s next from training and recovery to personal branding, setting them up for continued success. The UK programme will officially launch with the support of select Under Armour athletes later in the year.
“There is no better location for us to signal our intent for growth in the UK and wider EMEA region than the renowned and recently reinvented Battersea Power Station. While the power station is setting the bar for offering customers an unparalleled retail experience – so too are we with our unique Under Armour Next Academy built within the store.”
“At Under Armour we often talk about how we are supporting athletes to become better and find the determination and hard work which lead to true success. Now we are doing so in a way that the world can see – hopefully inspiring all who visit to level up and become their best,” said Kara Trent, Managing Director EMEA at Under Armour.
The store will house popular performance products across co-gender train and run collections such as RUSH, UA Baselayer, UA Meridian, UA Smartform, UA Infinity + HOVR and UA Flow.
The opening follows the launch of Under Armour’s first UK Brand House in the Liverpool One shopping centre last month.