ADVERTORIAL
Under Armour
Under Armour recently unveiled its new Icon Brand House in Sandton City , marking a new era in athletic retail in South Africa .
Apollo Brands ( Pty ) Ltd , the official distributor of Under Armour in South Africa , proudly announces the launch of its newest Icon Brand House in Johannesburg ’ s key location , Sandton City . The new store was opened in true Under Armour style , as Brent Collinicos , General Manager at Apollo Brands , delivered a spectacular free kick that shattered a glass door , symbolically marking the grand opening . This bold stunt perfectly embodies the innovation and audacity at the heart of the Under Armour brand , and this launch is a significant milestone in Under Armour ’ s growth strategy in South Africa , underscoring its commitment to providing unparalleled experiences and innovative products for athletes , both on and off the field .
The Icon Brand House showcases Under Armour ’ s BCC EVO ( Brand House City Concept Evolution ) concept . With the largest floor space for the brand in South Africa , it spans over 344 square metres . Featuring advanced digital displays through LED screen technology , the store highlights key touchpoints that emphasise Under Armour ’ s signature ethos of innovation and performance .
The meticulously designed Sandton City store features soft architectural curves that create an inviting atmosphere , encouraging consumers to explore and discover the latest in athletic wear and gear . Also , renowned local artist Sinenhlanhla ( Sine ) Chauke enhanced the authenticity of the Icon Brand House by creating handdrawn illustrations that add a touch of local flavour to the beautiful interior and showcases South Africa ’ s rich culture and heritage through sport .
After opening the store with a smash , Collinicos said , “ We ’ re not just expanding our distribution , we ’ re also raising the bar and continually re-investing in existing locations . I ’ m incredibly proud of the team for bringing this vision to life . This renowned retail location represents our dedication to delivering an exceptional retail experience to our valued consumers and athletes . We are thrilled to show up in a stronger way . We are a growing sportwear brand , and this expansion in the iconic Sandton City underpins an exciting milestone as we continue to elevate brand-lead retail experiences .”
Technological Firsts
The Under Armour Icon Brand House features many innovative firsts that create a unique shopping experience . It showcases a technologically advanced , fully curved LED storefront and Under Armour ’ s only curved footwear wall in the Europe , Middle East and Africa ( EMEA ) region . Adding to this is a transparent LED screen – a first for Under Armour in South Africa – that adds a futuristic feel to the store , featuring high-definition visuals and product highlights that engage consumers more dynamically than traditional displays .
A range of smart fitting rooms have been equipped with Radio Frequency Identification ( RFID ) technology , which acts as a personal shop assistant . Once a
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