With their new captain firmly in place, Under Armour continues their expansion plans by opening its doors  with the  latest Under Armour global concept at Eastgate Shopping Centre on the 13th of August

Apollo Brands (Pty) Ltd. (official distributors of Under Armour in South Africa) today unveiled its latest speciality concept store located at Eastgate Shopping Centre, Johannesburg. The new Brand House features 301 sqm of retail space and delivers a fully immersive brand experience, putting consumer satisfaction and elevated product assortment at the centre  of its proficient offering.

 “The brand is enjoying excellent momentum currently and we’re excited to be on this journey connecting our brand with the South African consumer. We will continue to open consumer relevant store formats in the right locations as we responsibly grow our distribution.  At the same time we are laser focused on improving the consumer experience in our stores with a big focus on Visual Merchandising, Product Assortments & Levels of Service from our front line staff.” Says Darren Cooke, Managing Director at Under Armour South Africa.


“We are delighted with the progress we are making and are super excited about the road ahead. This new store is just a taste of what’s to come,” he adds.  

Brand House City Concept Evolution (BHCE)

As an adaption from the prior BHCC Brand House City Concept (BHCC), the latest Under Armour Brand House evolution of space is an actualized example of their commitment to being best-in-class. Continuously adapting their brand touch points to meet the consumer in an environment that pays homage to the essence of grit, tenacity and strength.

Close your eyes for just a moment, envision a dimmed light space, a strong concrete finish and an environment that exudes a winning vigour, conceptualised to mimic the space within, the dungeon where all the work gets done. Under Armour Eastgate is executed to support a natural and emotional connection between athlete and brand, paying homage to South African sporting greats Tatjana Schoenmaker, Kevin Lerena and Rivaldo Coetzee. A space built to make you want more, do more and be more. Under Armour Eastgate envelopes the spirit of performance, through every dramatic finish, honed fixture insert and specialised product offering. Expect a transformative experience of customer-centric service, providing you with performance solutions you didn’t know you needed, but can’t imagine living without.

The store was ceremoniously opened at 9 a.m. with the signature chain-cutting ceremony by Darren Cooke, MD of Apollo Brands (Pty) Ltd. “We are thrilled to have opened our 5th store in the City of Gold and our 12th nationwide, offering shoppers an inspiring shopping experience, testament to the focused direction and innovation that is driving our brand, both locally and on a global stage.” says Cooke. 

The new Under Armour store at the Eastgate Shopping Centre is located at Shop U05 43 Bradford Road, Bedfordview and will be open from Monday – Sunday from 9 a.m. to 7 p.m. For more information about Under Armour, and follow @UnderArmour on Instagram and Facebook.

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