Creating a physical retail presence in the UK for a US sportswear giant
With an incredibly strong presence in the US, alongside technically designed product and world-famous brand ambassadors, Under Armour saw huge potential for expansion outside the US, with the UK being identified as an integral foothold.
With Under Armour’s UK retail being limited to distribution within other retailers, the need for their own-brand stores was clear.
Under Armour approached WDC Creative with the need for assistance with their UK rollout, starting with Brand Houses, with focus then moving onto Factory Houses. Under Armour was searching for a turnkey service, providing support from design to delivery, as well as an agency with experience in elevating brand retail.
Gaining a clear understanding of the brand was a critical initial stage and so, workshops with the EMEA Under Armour team regarding design and process was one of the first tasks undertaken.
Identifying the Under Armour team’s needs and where we could add value allowed us, alongside the Under Armour team, to shape the scope of the project and ensure a robust delivery plan.
One element that was identified as an opportunity to add value to the process was a feasibility study. The introduction of feasibility studies for sites, allowed us and our partners to use our industry experience to help inform site suitability, enhancing the store selection process for the Under Armour team.
After confirmation of site, the design process was initiated. With a global Under Armour store concept to ultimately inform the design, WDC Creative were tasked with applying this to the identified sites. Whilst adhering to the global concept, there was the initiative to look for ways to enhance the concept and challenge design decisions where appropriate; utilising our local planning, landlord and design expertise, to ensure the store was aligned to competitor brands retail sites. The close relationship with our delivery partners created seamless project management throughout the store delivery process. These longstanding working relationships benefited the ease of communication and removed blockers in the process, therefore providing Under Armour with a successful design to delivery process, alleviating some of issues that often arise with store delivery.
Working alongside our trusted partners, B2PM, we were able to provide a turnkey solution for Under Armour, taking the store from concept to delivery of the retail space. The provision of a full service, leaning on year of expertise across both WDC Creative and our partners, allowed us to be a trusted resource for Under Armour; elevating designs and delivering a strong brand presence.
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