With a flagship concept focused on digital storytelling, Under Armour is expanding across Europe. The latest store opened on London’s Oxford Street.
In 2022, Under Armour had begun its European expansion strategy. The location in Amsterdam was the first among several new single brand stores. Prior to that, the US sportswear brand had been available in Europe only through retail partners. To strengthen the direct-to-consumer channel, Under Armour had developed an entirely new store concept, partnering with Barcelona-based LED Dream Group for digital signage. Since then, the company’s flagship locations include three brand stores in England, including one on London’s Oxford Street. The concept seems straightforward: the more branding and storytelling the better. This results in a lot of different digital canvases, from standard LCD screens to large LED walls to touchscreens.
All the stores feature at least one 75-inch portrait display from Philips or LG hanging between the shelves. Additionally, LED Dream Group implemented various eye-catching installations in each of the flagships. The London Battersea store includes a Panasonic PT-VMZ71 series LCD laser projector, while the Stratford Westfield store showcases a transparent LED display that is three meters high and 1.6 meters wide.
At the Oxford Street location, an LED wall illuminates the façade above the shop window, displaying the brand slogan “Protect this House.” This slogan highlights Under Armour’s origins in martial arts clothing. The store design draws inspiration from the City of London and the London Underground, incorporating several innovative features like touchscreens in the changing rooms.
Under Armour considers the Oxford Street flagship a significant milestone in its European expansion. The company now operates approximately 200 stores across the EMEA region.
