News sponsored by the Samsung Galaxy S22 series:

Under Armour SA has launched its first Brand House City Concept store in South Africa, taking place last Saturday at the Mall of Africa in Midrand.

In line with the actions of a brand that sponsors The Rock, the traditional ribbon cutting ceremony was replaced with a chain grinding one, conducted by Under Armour SA's head of Retail, Brent Venter. 

It turned out to be quite a busy day for the retail staff, trying to accommodate a large number of Under Armour enthusiasts. They flocked to the store after an early Under Armour training event, where personal trainers facilitated a five-kilometer run and training circuit around Mall Of Africa. 

The reimagined flagship store comes after Under Armour recently completed a 'test-and-learn' journey to evaluate its brand and how the consumer perceives the shopping experience in its brand houses globally. A crucial component of the exercise was answering the question of whether the brand was effectively communicating its purpose, ‘to make athletes better’, in its stores. Therefor, athletes must be assisted in making better purchase decisions by understanding the technology and its benefits that can be found in all the Under Armour products.