Under Armour makes London outlet debut at the O2

As the popularity of outlet shopping surges, the global sportswear brand Under Armour has announced its first outlet store in London, which will open in December at Outlet Shopping at The O2.

Under Armour will be opening a 3,949 sq ft unit on the lower level of the shopping centre, neighbouring customer favourites Nike and Adidas.

The new space will house a selection of sportswear apparel for men and women, as well as accessories and footwear, including its comprehensive golf and running collections.

Designed by the brand’s in-house team, the new store will reflect Under Armour’s new Factory House retail concept, delivering an elevated shopping experience for visitors. The new opening will mark the brand’s first outlet location in London and its 12th store within its UK outlet portfolio.

Louisa Dalgleish, Leasing Director at Outlet Shopping at The O2, commented: “The sportswear and athleisure market has experienced exponential growth in the last few years and is a key part of our retail portfolio, which we are continually striving to grow and evolve.

"Together with our ongoing success in terms of sales and footfall, as well as Under Armour’s burgeoning presence in the market, it will be a fantastic addition to Outlet Shopping at The O2, and we are proud to host the brand’s first outlet in London, once again signifying the strength of our retail destination. We look forward to welcoming them later this year.”

Earlier this year, The O2 announced a revision of its outlet shopping brand identity, simplifying ‘Icon Outlet at The O2’ to ‘Outlet Shopping at The O2’.

By updating the name and brand architecture, the company solidified the outlet’s intrinsic role in The O2’s comprehensive offering. The destination, owned and operated by AEG and Crosstree Real Estate Partners, rebranded with a new, simplified logo.

This follows a period of strong performance seen by the destination throughout October, with footfall and sales up 22% and 19% respectively vs October 2022, and up 51% year-to-date vs 2022.