Under Armour unveils cutting-edge Oxford Street Brand House

Under Armour has unveiled its latest Brand House on London’s iconic Oxford Street. This marks a significant milestone in Under Armour’s European growth plan, demonstrating its commitment to delivering unparalleled experiences and ground-breaking products for athletes.

The Oxford Street location, which opened on 20^th July, is the latest in a series of successful Brand House openings following Westfield Stratford, Battersea Power Station, and Liverpool ONE. This reflects the company’s consistent growth and increased consumer demand in EMEA, Under Armour’s fastest-growing region in fiscal 2023. This direction is part of Under Armour’s strategy to grow its multi-channel offerings, now with over 200 mono-branded Under Armour stores and enhanced eCommerce experiences across EMEA.

The design of the Oxford Street store is inspired by the City of London and the iconic London Underground. Existing structural elements in the space are cladded with hand-crafted local tiles in black and white, with the brand logo applied to represent how Under Armour is strongly connected with London and its athletes.

“This renowned retail location represents our dedication to delivering an exceptional retail experience to our valued customers, and we are thrilled to join the esteemed brands already on Oxford Street,” said Kara Trent, Managing Director EMEA at Under Armour. “We are a growth brand, and the Oxford Street Brand House marks an exciting milestone for Under Armour as we expand our presence in the UK and the wider EMEA region.”

Local artist Jim Vision contributed to the authenticity of this latest Brand House with beautifully hand-painted artwork. The three-piece shopfront captures the technicality of the brand through the precise grid linework alongside hand painted Under Armour motifs. These motifs are layered with multimedia 3D elements and interwoven with team sports elements to enhance the design, creating a dynamic display of artistic expression and athletic inspiration.

The store showcases the brand’s latest design direction and enhanced customer experience with innovative features, including connected fitting rooms, which allow the consumers to feel, try, and learn about the products and their benefits using interactive touchscreens.

The Oxford Street Brand House will carry the brand’s iconic performance solutions that will solve problems and make athletes better. This spans their co-gender train, run, golf, and sportstyle apparel, including UA RUSH™, UA Baselayer, UA Meridian, UA Smartform, and footwear collections showcasing Under Armour’s innovative technologies, UA HOVR™, and UA Flow.

Earlier this year, Under Armour enlisted Anthony Joshua to unveil UA Next London, an athlete programme designed to identify, train, and develop London’s young athletes and sports leaders of tomorrow. Joshua launched the new Battersea Power Station Brand House, which contains the Under Armour Next Academy, by smashing his way through the storefront glass.