Under Armour opens ‘retail theatre’ in China

US retailer Under Armour has opened a first-of-its-kind retail experience in China.

The company has created an environment it says places storytelling at the forefront through a multi-dimensional short film that immerses visitors in the brand’s world of making athletes better through passion and innovation.

The store called ‘Under Armour Experience’ is located at Jing An Kerry Centre in Shanghai. It features a short film, shot with 360-degree camera technology and displayed on a 270-degree screen, that combines the brand’s advertising with its commitment to tell authentic athlete stories.

The film, hosted by swimmer Michael Phelps, uses a series of vignettes to depict different moments that define the will of an athlete including a training session with NBA star Brandon Jennings, rooftop yoga in Shanghai and the exhilaration of running out onto the pitch before a match at White Hart Lane, home of Tottenham Hotspur.

After the short film ends, performance trainers will guide guests to a separate section of the store featuring a limited selection of the brand’s footwear and apparel including the new UA Speedform RC running shoe.

“Wherever we go around the globe, we will lead first with our story and bring the people into the best Under Armour experience possible before we ask them to try our performance apparel and footwear,” said founder and CEO Kevin Plank.

“We believe in the power of storytelling and our ability to tell provocative and relevant stories will serve as a catalyst for our international growth. For many athletes in China, this will be their introduction to our brand,” he added.

Headquartered in Maryland, Under Armour is a developer, marketer, and distributor of branded performance apparel, footwear, and accessories. Its continued expansion has seen it opened six specialty stores in Mainland China in the past two years and one in Taiwan. Additionally, the brand opened in Hong Kong in July through a partnership with retail chain GigaSports.

You have 7 articles remaining. Unlock 15 free articles a month, it’s free.