Under Armour Thailand, a leader in the innovation of high-performance sportswear apparel, has opened Southeast Asia's most innovative Brand House at CentralWorld, showcasing the brand's advanced technology.
Thailand is Under Armour's fastest-growing market in the region, and now boasts two iconic stores in the whole of the region. The outlet at Siam Centre is the brand's biggest while the new Brand House at CentralWorld is Under Armour's most innovative. Future retail projects include Icon Siam on Bangkok's riverside.
To back this investment, Under Armour has built a team of 22 ambassadors to represent the brand across the whole of Thailand with an aim of creating better understanding of the brand and the product technology that is the foundation of the brand.
"Thailand continues to be a key market for Under Armour. The CentralWorld opening marks the 11th Under Armour Brand House in Thailand and its the most innovative in Southeast Asia to date. With 21 Under Armour locations opening across the country in just three years, Thailand is the fastest-growing location for the brand in the region. With the new phase of investment and further product advancements in the pipeline we're confident that trajectory will continue," says Michael Binger, CEO of Triple Pte Ltd., sole distributer of Under Armour in Southeast Asia.
In addition to its core apparel products, Under Armour is investing in next-generation technology and has unveiled its new HOVR cushioning system at the new retail store.
The new technology is designed to deliver strong responsiveness and energy return. The goal is to create the most explosive cushioning in the industry in order for athletes to run longer and jump higher and the technology will be used in all UA footwear for the new season.
Under Armour's strategy is strengthened with its commitment to creating fitness platforms to push and empower athletes. This year's events have included Test of Will, offering everyday athletes the chance to challenge themselves in four-minute trials throughout local heats. This year's event saw the introduction of age categories to level the playing field and a reduction to 18 for the minimum age to qualify, opening up the event to younger athletes.
Beyond this, Under Armour has also focused on running and basketball. Its recent UA Basketball 3x3 Competition gave the opportunity for young Thais to nurture their basketball talent, and attracted over 50 teams for the competition. Under Armour also engages with local runners, hosting the UA Run Crew, an ongoing running clinic on how to run and train for maximum results. The sessions are managed by Simon Agoston, a Hungarian-born triathlete from Austria, who competed at the 2008 Summer Olympics in Beijing.
The new crew of ambassadors will help extend the brand into upcountry areas and help develop sports in the communities. The team includes national boxer, Wuttichai Masuk, bodybuilder Pornpaisan Ruangsangpen and tennis players Kamonwan Buayam and Bunyawi Thamchaiwat.
"We have selected individuals that are familiar with our brand and what we stand for and who can also identify with local communities and resonate within them," said Mr Binger.
About Under Armour, Inc.
Under Armour, Inc., headquartered in Baltimore, Maryland is a leading innovator, marketer and distributor of branded performance athletic apparel, footwear and accessories. Designed to make all athletes better, the brand's innovative products are sold worldwide to consumers with active lifestyles. The company's Connected Fitness(TM) platform powers the world's largest digitally connected health and fitness community. For further information, please visit www.uabiz.com.
About Triple Pte. Ltd.
Established in September 2013, Triple Pte. Ltd. is a sports and lifestyle retailer which holds the exclusive distribution rights for the Under Armour brand across Southeast Asia. Triple launched the first two Southeast Asian Under Armour brand houses in Singapore and the Philippines in May 2014, followed by 13 new brand houses in Singapore, Malaysia, the Philippines and Thailand in 2014 and 2015. An omni-channel e-commerce channel is currently served out of Singapore across the ASEAN region. Triple is based in Singapore.
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About Sports Revolution Co., Ltd
Sports Revolution was established in 2000 and is now one of the largest distribution networks in Thailand for the sporting industry. Sports Revolution was the first company to operate a Sports mono-brand concept store in Thailand and has ample local knowledge in the sports retail industry.