Under Armour opens first UK Brand House in Liverpool

Sportswear brand Under Armour has opened its first UK Brand House at Liverpool ONE, located on South John Street. 

The 3,000 sq ft space hopes to offer a "seamless experience" for Under Armour athletes and consumers, including connected fitting rooms to help them feel, try and learn about products via interactive screens.

It also features bespoke artwork of Under Armour athlete and Liverpool FC footballer Trent Alexander-Arnold, in an effort to "inspire future generations of football athletes in Liverpool". Items available in the store include performance products across the brand's co-gender training and running collections, including Rush, Iso-Chill, and Hovr.

Kara Trent, Managing Director EMEA at Under Armour, said: "This latest store opening is a particularly exciting one for Under Armour, living up to our promise of delivering products that make athletes better.

"Liverpool is a hub of sporting excellence, serving the region and beyond, so we’re delighted that our new Brand House will enable us to meet ever-increasing consumer demand in this area. It will allow us to fulfil our obsession with levelling up these athletes; fuelling their journey every step of the way."

Under Armour recently announced plans to open stores at London’s Battersea Power Station and Westfield Stratford, with further stores also expected later in the year. In October 2022, the brand unveiled its Brand House City Concept store in Amsterdam, where its new EMEA headquarters are located.