PROTOTYPE, TEST & REVIEW

SHANGHAI / CHINA

Under Armour is one of the world’s largest sportswear brands. Established in 1996 in Baltimore USA, they’ve quickly expanded their retail footprint to over 1,400 stores around the world.

Working with the original 'Brand House City Concept' (BHCC), we worked with Under Armour to develop the concept further so it better expressed the brand, and optimised operational efficiencies.

This prototype was designed to experience the proposed changes to the store design. The project highlights how brand identity, merchandising, and display planning come together on the retail floor.

PROTOTYPE FACTORY, SHANGHAI, CHINA

Under Armour is one of the world’s largest sportswear brands. Established in 1996 in Baltimore USA, they’ve quickly expanded their retail footprint to over 1,400 stores around the world.

To increase their global retail strength, Under Armour extended their retail hierarchy to include category stores. Taking inspiration from their brand history in footwear, we worked with the UA Global Retail Team to create this unique UA Footwear store design, then created a prototype, and pilot stores in China.

SHANGHAI, CHINA

Under Armour has an extensive retail portfolio and within it is the 'Factory House Home Team' (FHHT). The FHHT is a dedicated discount retail store that operates in every Under Armour region around the world.

Following our work designing the FHHT, we then standardised the materials palette and modularised the fixtures to go on to create the Global Guidelines. The guidelines helped to expedite the roll-out process with the regional offices and licensees.

SHENYANG SHENHE, CHINA

Under Armour is one of the world’s largest sportswear brands. Established in 1996 in Baltimore USA, they’ve quickly expanded their retail footprint to over 1,400 stores around the world.

To increase their global retail strength, Under Armour extended their retail hierarchy to include category stores. Taking inspiration from their brand ambassador, Dwayne ‘The Rock’ Johnson, we worked with the UA Global Retail Team to create this unique UA Training concept.

CHENGDU / CHINA

Basketball legend, Steph Curry is a lifetime ambassador of Under Armour. Following years of producing collaborated product ranges, in 2024, the partnership went a step further to open the world’s first Curry Brand store.

Working with the UA Global Retail Team, the brief was to design a store that celebrated youth, opportunity and sport as a force for positive change. Opening in 2024, this Chengdu store is the world’s first Under Armour Steph Curry Brand House store.