Under Amour’s new flagship store on Oxford street in London is a “significant milestone” in its European growth plan- EMEA is Under Armour’s fastest growing region in fiscal 2023. The store’s design is inspired by the City of London and the London Underground. Handmade tiles in black and white and the brand logo were used to show the connection to London and its athletes. Furthermore, features such as interactive touchscreens were also used to learn about the products and their benefits, and networked changing rooms were also incorporated.
There is also hand-painted artwork by local artist Jim Vision.