Performance brand Under Armour are thrilled to unveil their new flagship store in Dubai Mall Village, often dubbed ‘The Greatest Mall in The World’. Building on Under Armour’s Brand House City Concept, global retail design consultancy Green Room created the brand’s most premium flagship expression to date. The memorable, community-focused space encourages shareable moments and celebrates the brand’s dedication to innovation.
Under Armour’s audience targets the Focused Performer that wants to be inspired, understood and supported in order to achieve their goals, and the store makes direct use of information from nutritionists, coaches and partners to connect with consumers around those needs. Community is also central to the new store concept – a dedicated space allows for event takeovers to bring the brand’s community together and integration of the MapMyRun app in-store plays a key role in connecting the dots for customers’ lives on and offline.
An integral element of the Dubai Mall store was also that it showcased the brand’s key local and international ambassadors. Dwayne ‘The Rock’ Johnson partnered with Under Armour in 2020, launching his first collection ‘The Work’ which is hosted in-store in its own dedicated area marked out by The Rock customised ticker tape.
