Under Armour opens first UK Brand House at Liverpool One

By

Sandra Halliday

Published
Mar 3, 2023

Under Armour has opened a key UK store with the debut of its first Brand House in Britain at the Liverpool One mall. To celebrate the opening it enlisted Liverpool FC and England defender Trent Alexander-Arnold (who’s an Under Armour athlete and dead ball specialist) to shoot a free kick into the windows of the “cutting-edge” new store.

The launch event also saw football presenter Josh Denzel hosting a store Q&A session with Trent and youth football athletes from local Tiber Football Centre. 

The company was clearly pulling out all the stops for the new Brand House that it said “will offer a seamless experience for Under Armour athletes and consumers, including connected fitting rooms, which give them the opportunity to feel, try and learn about the products and their benefits by using the interactive screens installed”. 

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The store also features bespoke artwork, paying homage to Alexander-Arnold “to inspire future generations of football athletes in Liverpool”.

And it will house performance products across popular co-gender train and run collections such as Rush, Iso-Chill, Hovr, and more. 

The company said the opening is the latest in a series of announcements “which demonstrate the brand’s commitment to the UK and wider EMEA region”.

It recently announced major launches at London’s Battersea Power Station and Westfield mall (Stratford), with more to come later in the year. It also unveiled its Brand House City Concept store in Amsterdam last autumn, where its new EMEA headquarters are located.

EMEA MD Kara Trent said: “Liverpool is a hub of sporting excellence, serving the region and beyond, so we’re delighted that our new Brand House will enable us to meet ever-increasing consumer demand in this area. It will allow us to fulfil our obsession with levelling up these athletes; fuelling their journey every step of the way. Trent is the perfect case study of how Under Armour can help athletes strive for more and be the best possible versions of themselves.”