To increase brand visibility, Under Armour looks to open more shop-in-shops in Europe. After becoming the official equipment sponsor of the Tottenham Hotspur Football Club, the Baltimore, Maryland-based apparel/footwear giant wants to take on the global challenge with more intensity. Battling against Nike and adidas, Under Armour wants to increase their European sales; Europe accounts for 6% of Under Armour?s sales. Chris Carroll, the Global Marketing Director for Under Armour had this to say.
?All the products we make are designed to make the athlete better, but we can?t rely on traditional channels and partnerships only to get this message across. It is not just about introducing new product colors and [ranges] for us, we need premium retail environments and experiences to tell these stories in an engaging way.?
Pictured above is Under Armour’s first shop-in-shop, which opened in Harrods last month.