News

Under Armour launches 'retail theater' store in China

October 18, 2013

Under Armour has opened its first-ever "experience store" in Shanghai, China, combining elements of theater and promotional venues with those of a retail store.

The athletic brand enlisted Michael Phelps to host the event at the Jing An Kerry Centre. The Olympic swimmer is also featured in a multidimensional short film used by Under Armour to immerse visitors in the brand's mission of "making athletes better through passion and innovation," the company said in a news release.

Shot with 360-degree camera technology and displayed on a 270-degree screen, the film combines Under Armour advertisements with the telling of athletes' stories. It uses vignettes to show defining moments for athletes, including a training session with NBA star Brandon Jennings, rooftop yoga in Shanghai and the running out onto the soccer pitch before a match at White Hart Lane, home of Tottenham Hotspur.

After the film ends, performance trainers guide guests to a separate section of the store featuring a limited selection of the brand's footwear and apparel.

"Wherever we go around the globe, we will lead first with our story and bring the people into the best Under Armour experience possible before we ask them to try our performance apparel and footwear," said Under Armour CEO Kevin Plank. "By offering this exclusive experience and bringing to life what it means to be an athlete, this is our way to give back to athletes in China and build meaningful relationships that will last for years to come."

"It's exciting to be part of this experience designed to empower Chinese athletes," Phelps said in the announcement. "The passion and energy of Under Armour comes to life through this short film and the message will motivate Chinese athletes to find their will."

Read more about specialty stores.