When you think of Dubai, it’s luxury hotels, pristine beaches and supercars that spring to mind. Interestingly though, Dubai is also home to more gyms than any other city in the world. It’s no wonder then that the Dubai Mall Village – often dubbed ‘The Greatest Mall in The World’ – is a who’s who of flagship stores owned by some of the world’s leading sportswear brands.
Under Armour – a brand focused on performance, innovation, and grit – are the latest to join a host of other brands in the region with their new, flagship store launch in Dubai Mall, a project led by global retail design consultancy Green Room.
Green Room – who have also worked on projects with PUMA, Nike, adidas, ASICS and New Balance – started out on a journey with Under Armour to define how their Human Performance System brand proposition could be translated into retail environments.
Building on UA’s Brand House City Concept, the partnership resulted in the creation of a fully-fledged flagship store concept, which now marks the brand’s most premium flagship expression to date.
Working closely with Under Armour’s US and EU Global Store Design and Brand teams, together with UA’s partner in region Athlocity, Green Room have defined a memorable, community-focused space that 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 instore in its own dedicated area marked out by The Rock customized ticker tape.
Lee Devon, Vice President and General Manager at Athlocity for Under Armour, commented, “We couldn’t have done it without your team. I am really happy with this project. It’s a gamechanger for the brand.”
The Under Armour flagship store opened its doors in Dubai Mall Village at the start of May 2021.