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Published
Apr 3, 2019
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Under Armour debuts new EMEA headquarters

Published
Apr 3, 2019

Baltimore, Maryland-based sportswear company Under Armour has tapped Amsterdam as the home of its new Europe, the Middle East and Africa (EMEA) headquarters. Located within the city's Olympic District, the building houses office space for over 200 employees.


Under Armour's new EMEA headquarters in Amsterdam, the Netherlands


The new EMEA headquarters, located in the Citroën Building, spans over 50,000 square-feet and will host employees across sales, marketing, supply chain, human resources, finance and IT departments, in addition to featuring multiple showrooms for retail partners. 

"Innovation is at the heart of what we do, and it's important that our new home reflects that ethos and inspires everybody who works here," said Massimo Baratto, the company's senior vice president and managing director of EMEA. 

"It's a very exciting time for Under Armour, and this new HQ will set us up to continue growing the brand across Europe, the Middle East and Africa."

The new HQ makes its arrival as Under Armour sets its sights on the region after reporting a 25 percent spike in revenue for 2018. In order to stimulate EMEA growth, Under Armour plans to continue to prioritize partnerships with athletes and clubs, with previous strategic partnerships made with world heavyweight boxing champion Anthony Joshua and soccer player Memphis Depay, as well as soccer clubs Southampton FC and Lokomotiv Moscow, and rugby union teams Welsh Rugby Union and Wasps Rugby.  

The location pick follows the 2017 opening of an Under Armour flagship store on the Kalverstraat, one of Amsterdam's busiest shopping streets. The new HQ launch was attended by Under Armour founder and CEO Kevin Plank, President Patrik Frisk and Baratto, as well as athletes Yusra Mardini and James Haskell.

Late last year, the company forecast that its compound annual growth rate (CAGR) would be up mid-teens in EMEA between 2020 and 2022, surpassed only by a mid-20s prediction in Asia Pacific, followed by predictions of low double-digits in Latin America and low single-digits in North America.

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