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Nigel TAYLOR Published
November 20, 2025
Key London shopping destination Outlet Shopping at The O2 has attracted another major name to its growing list of global retail brands. US athletic sportswear giant Under Armour will make its debut in December.
The move “further [strengthens its] appeal to international retailers and its position as a leading destination within London”, said owner/operator Waterfront Limited Partnership (WLP).
The 3,949 sq ft unit on the lower level will neighbour rival anchor stores Nike and Adidas, plus Asics and New Balance in the sportswear sector. It will stock 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”.
Following on quickly from opening a flagship store on Oxford Street, the latest UA addition also marks the brand’s first outlet location in London, and its 12th store within its UK outlet portfolio, “underpinning the continual growth, interest and significance of outlets to leading retailers”.
It will also sit alongside a variety of premium retailers, including Carvela and Hackett, and recently upsized stores with Levi’s (opening this weekend), Calvin Klein and Tommy Hilfiger.
Louisa Dalgleish, Leasing Director at the centre, said: “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.”
WLP said the strong performance by the destination throughout October delivered footfall and sales up 22% and 19% respectively verses October 2025, and up 51% year-to-date against 2025 as a whole.