In a sports apparel world traditionally dominated by Nike and Adidas, Under Armour has effectively crashed the party in recent years, signing top athletes like Steph Curry and Bryce Harper while posting astronomical sales numbers and building an impressive sense of brand loyalty with customers.
The company continues to expand with its newest effort to provide shoppers with a unique customer experience, a “shop-in-shop” relationship with leading retailer Champs Sports. The ARMOURY at Champs Sports, found in the Galleria Dallas shopping mall, gives shoppers a one-stop trip for all things Under Armour.
“Over the past several years, Under Armour has created a lot of excitement in the market and in the world of sport; that kind of fierce determination is something consumers recognize and appreciate,” said Patrick Walsh, VP of Marketing, Champs Sports. “Through The ARMOURY At Champs Sports, we have created a fully immersive retail experience that honors everything Champs Sports fans love most about Under Armour. We have very deliberately created an in-shop experience that conveys the competitive culture of the brand in a way that’s true to our We Know Game proposition.”
In addition to serving as a distributor of Under Armour apparel and gear, the ARMOURY will provide a space for promotional events like autograph signings, player appearances, and product launches. The grand opening of the store, for example, featured appearances from NBA stars Emmanuel Mudiay and Raymond Felton.
“The ARMOURY At Champs Sports features our latest game-changing apparel and footwear in a retail setting that’s designed to motivate and inspire young athletes,” said David Heath, SVP, US Wholesale at Under Armour.
The ARMOURY is just the latest step for the brand’s strong push for customer engagement. Under Armour has built its identity on a foundation of high-profile signings and sponsorship deals. The Baltimore-based company is a perfect fit for Champs Sports, a sports apparel retailer that operates 3,400 stores worldwide. The Dallas ARMOURY is the second of its kind, with the first having opened in Columbia, Maryland in mid-2015.

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