Under Armour debuts in India, opens maiden store in New Delhi

Under Armour opened its maiden store in New Delhi. The US brand sees India as one of its fastest growing markets. The company will open 10 stores in the country during the first year and will assess the roadmap for expansion after seeing the growth. The brand will start operations by opening stores in metros and selling its global portfolio of training and running products. The company focuses mainly on performance wear unlike competition which is also into lifestyle wear. The company has been investing in Asia Pacific as there are long-term growth opportunities. It has been concentrating in China over the last few years.

For Under Armour around 10 to 20 per cent sales come from e-commerce channel globally depending on the countries. But the sportswear brand believes in India the e-commerce channel will play a bigger part and already sells its products in India online through e-commerce platforms like Myntra and Amazon.

Under Armour, which uses brand endorsers, including WWE star-turned Hollywood celebrity Dwayne The Rock Johnson, Olympic swimmer Michael Phelps and heavyweight boxing champion Anthony Joshua, has been testing cricket-related products in Jalandhar. It has also reached out to Indian cricketers.