Under Armour, Inc.
) launched its first-ever Under Armour Experience Store in
Shanghai, China. Gold-medal Olympian Michael Phelps, along with
CEO Kevin Plank, hosted the celebrations.
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Located at the Jing An Kerry Centre, Under Armour's store is a
combination of theatrical and retail values. The store is one of
a kind, which will promote and publicize its merchandise through
storytelling. A short multi-dimensional film will be used to grab
the attention of visitors.
The film will include the success stories of various athletes and
their defining moments to inspire young Chinese athletes. The
film has been shot with 360-degree camera technology and will be
presented on a 270-degree screen.
At the end of the short film, performance trainers will guide
visitors to a separate section of the outlet exhibiting a limited
selection of the brand's apparel and footwear (which will contain
the latest UA Speedform RC running shoe, among other items).
The latest move by Under Armour increases the American company's
international exposure. The company is constantly striving to
expand its footprint in emerging markets like Mainland China,
Hong Kong and Taiwan. Currently, it operates six specialty stores
in Mainland China, including one in each Taiwan and Hong Kong. In
2012, the company's international revenues accounted for nearly
6% of total revenue. The company seeks to boost overseas
revenues, going forward and become a leading sports brand.
Baltimore-based Under Armour, which competes with
Michael Kors Holdings Ltd
), is a leading developer, marketer and distributor of branded
performance apparel, footwear, and accessories men, women, and
youth. Primarily based in North America, the company also has
operations in the Middle East, Africa, Asia, and Latin America.
Currently, Under Armour carries a Zacks Rank #3 (Hold).