Under Armour ‘Retail Armoury’

Brand Experience // Retail Design // Playbook

The Under Armour ‘Retail Armoury’ was a reaction against overblown flagship experiences which did very little to the bottom line of businesses like Under Armour outside of USA.

The Armoury was created as a way to explore doing less with architecture and more with fixture systems and accessories which meant that stores could very quickly be either transformed or built from scratch and be trading in a matter of weeks not months.

The first stage was to create teh rules then examine each fixture and acceessory against it for stretch and suitability. Once complete the design options to land everything from a kiosk to a large store format were in place.

Launched in China and present in a number of stores which are currently outperforming flagships on a like for like sq. ft basis.