Under Armour has opened its fifth store in Johannesburg, and twelfth in South Africa. The brand who positions itself more as a tech company, opened a new 301sqm specialty concept store at the Eastgate Shopping Centre.
It promises customers a fully immersive brand experience, putting consumer satisfaction and elevated product assortment at the centre of its proficient offering, says the company.
Managing Director of Under Armour South Africa, Darren Cooke, who officially opened the store, says the brand is enjoying excellent momentum currently and are excited to be on this journey connecting its brand with the South African consumer.
“We will continue to open consumer relevant store formats in the right locations as we responsibly grow our distribution. At the same time we are laser focused on improving the consumer experience in our stores with a big focus on Visual Merchandising, Product Assortments & Levels of Service from our front line staff.”
The company also says as an adaption from the prior BHCC Brand House City Concept (BHCC), the latest Under Armour Brand House evolution of space is an actualized example of their commitment to being best-in-class. Continuously adapting their brand touch points to meet the consumer in an environment that pays homage to the essence of grit, tenacity and strength, it said.
The brand says its new Eastgate branch is executed to support a natural and emotional connection between athlete and brand, paying homage to South African sporting greats Tatjana Schoenmaker, Kevin Lerena and Rivaldo Coetzee. “A space built to make you want more, do more and be more.”
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