Under Armour

Under Armour's most premium flagship to date


We partnered with Under Armour's team in the Middle East to launch the performance brand's most premium flagship store to date: digitally-enabled, community-minded experiential retail.

Context

The Dubai Mall is famously cutting edge. With all of the world's leading brands and retailers competing for consumer's attention, a beautiful store design simply isn't enough. We partnered with Under Armour's Athlocity team to create both an experience and space that would stand out from the crowd.

The Result

The 1,300 sqm store perfectly merges the physical and digital retail experience. We included digital touchpoints such as the 3D Foot Scanner, which uses AI to scan a store visitor's foot and give them production recommendations for free.

The Pick and Learn station also gives customers access to Under Amour’s full range of footwear, allowing them to compare size, fit and price in one place before making a purchase.

Community is central to the concept, with a dedicated space for event takeovers, bringing the local community together, with integration of the MapMyRun app in-store the focal point of a new local running club hosted by the brand.

Local athletes are also featured throughout content in the space, while the store also debuts the first ever dedicated 'Project Rock' section, featuring the brand ambassador's exclusive collection for Under Armour.

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