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Nigel TAYLOR Published
July 23, 2025
US sportswear giant Under Armour has opened its latest high-profile UK store on London’s Oxford Street, describing the flagship as a “significant milestone” in its European growth plan.
The brand has been sold through retail partners in Europe for more than a decade, but the D2C model expansion “reflects the company’s consistent growth and increased consumer demand in EMEA, Under Armour’s fastest-growing region in fiscal 2025”.
The central London opening is the latest in a series of key UK launches following Battersea Power Station, Westfield Stratford, in the capital and at the Liverpool One mall in the northwest as the brand expands its presence in the EMEA region and the Uk specifically.
The Oxford Street store design takes it inspiration from the City of London and the London Underground. The internal space features hand-crafted local tiles in black and white, with the brand logo applied “to represent how Under Armour is strongly connected with London and its athletes”. There’s also hand-painted artwork by local artist Jim Vision.
And the three-piece shopfront “captures the technicality of the brand” through the precise grid line work alongside hand-painted Under Armour motifs. They have multimedia 3D elements and are interwoven with team sports elements to enhance the design, “creating a dynamic display of artistic expression and athletic inspiration”, said UA.
As would be expected from a major flagship, there are also plenty of innovative features, including connected fitting rooms, which allow the consumers “to feel, try, and learn about the products and their benefits using interactive touchscreens”.
The company now has over 200 monobrand Under Armour stores and enhanced e-commerce experiences across EMEA.