By 28 March 2022 | Categories: news


News sponsored by the Samsung Galaxy S22 series:

Under Armour SA has launched its first Brand House City Concept store in South Africa, taking place last Saturday at the Mall of Africa in Midrand.

In line with the actions of a brand that sponsors The Rock, the traditional ribbon cutting ceremony was replaced with a chain grinding one, conducted by Under Armour SA's head of Retail, Brent Venter. 

It turned out to be quite a busy day for the retail staff, trying to accommodate a large number of Under Armour enthusiasts. They flocked to the store after an early Under Armour training event, where personal trainers facilitated a five-kilometer run and training circuit around Mall Of Africa. 

The reimagined flagship store comes after Under Armour recently completed a 'test-and-learn' journey to evaluate its brand and how the consumer perceives the shopping experience in its brand houses globally. A crucial component of the exercise was answering the question of whether the brand was effectively communicating its purpose, ‘to make athletes better’, in its stores. Therefor, athletes must be assisted in making better purchase decisions by understanding the technology and its benefits that can be found in all the Under Armour products.

‚ÄčThe brand notes it is re-imagining retail by reducing friction, driving convenience and providing consumers with an engaging shopping experience that tells a story and provides athletes with performance solutions they never knew they needed but now can’t imagine living without.
Commenting on the new direction for the store, managing director at Under Armour, SA Darren Cooke says, “With the focussed performer as a key target consumer, it’s important that when they are investing in products to support their performance they get the best possible advice to ensure that they are making the correct choice for their needs. The Mall of Africa store was our first to open in SA in 2016 so it is fitting that it is the first of the new Global Concept to open its doors on the African continent.”
With its strategic eye firmly on omni-channel experience and fulfilment, the new Mall of Africa store boasts a host of exciting digi-centric features with digital screens decked out throughout the store and RFID capabilities to elevate the shopping experience.
The brand has come a long way in SA since launching in 2016 and this is celebrated in the new store by the localisation of elements which include and celebrate the brands local and highly decorated athletes, including Tatjana Schoenmaker, Ntando Mahlangu and Kevin Lerena.


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