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shopper enters these fitting rooms , the embedded system recognises the items brought in and immediately displays related products , sizes and colours on an integrated iPad . This feature not only enhances shopper convenience , but also personalises the shopping journey by suggesting complementary outfits and alternatives , effectively transforming the fitting room into an interactive shopping hub .
Continuing the theme of innovation , the Icon Brand House also boasts a striking 3D printed relief map of the Johannesburg skyline . This meticulously crafted 3D map highlights key sporting venues around Johannesburg , such as the Wanderers Club , Pirates Club , Ellis Park Stadium and the Calabash Stadium , raising them prominently to capture the vibrant sports culture of the area . The map serves not only as an artistic installation , but also as a functional guide for those with a sporting mindset .
The store ’ s design also pays homage to its South African roots , featuring not only the exclusive artwork by Sine Chauke that adorns the walls , but also a dedicated ‘ chill area ’ decorated with fabrics inspired by South African designs , offering a relaxing space for athletes and shoppers alike . These elements , along with the large digital LED screens strategically placed in the footwear area , not only enhance the visual appeal of the store , but also create a sense of belonging and community among visitors .
Sporting Heroes
The launch event was attended by top-performing Under Armour sponsored athletes , including Olympic swimming gold medallist and World Record-holder
Tatjana Smith ( formerly Schoenmaker ), soccer star Kegan Johannes and professional boxer Kevin Lerena . This offered shoppers a unique opportunity to meet some of South Africa ’ s premier sports talents . “ It ’ s a privilege to be part of this momentous launch event . Under Armour stands out as a global leader in sports apparel for good reason , and now South Africans will have the chance to see firsthand why it ’ s truly in a league of its own ,” said Smith .
Brent Venter , Head of Retail for Apollo Brands , expressed his pride in the launch , saying , “ Under Armour has never been afraid to push the limits , and this is no different . I ’ m sure that you ’ ll agree that this new space optimises our efforts to inspire our athletes with a powerful assortment of premium technical products to service their performance needs . We are thrilled to bring our product , and this immersive shopping experience , to the South African market .”
The Brand House features an extensive selection of Under Armour ’ s latest seasonal merchandise including :
• Under Armour Warm and Mega Warm Cold Weather running shoes
• Under Armour Machina Storm
• Under Armour HOVR 3 SE
• Under Armour Infinite Pro series
• Under Armour Cold Weather training gear
• Under Armour Unstoppable range
Collinicos added , “ This isn ’ t just a retail space . Our Icon Brand House in Sandton City is a gateway to an enhanced sportswear shopping experience . We ’ re excited to invite our South African athletes and consumers to step into an experience where innovation meets inspiration .”
You ’ ll find the Under Armour Icon Brand House at Shop L310 in Sandton City Shopping Centre .
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