This past weekend, Under Armour celebrated the grand opening of its newest Icon Brand House in Johannesburg’s Sandton City. The store marks a significant milestone for the brand in South Africa, showcasing a commitment to providing athletes, from all walks of life, with an unparalleled shopping experience alongside innovative products.
The expansive space, boasting over 344 square meters, is the largest Under Armour store in South Africa. Stepping inside, visitors are greeted by a meticulously designed layout featuring soft curves that create a welcoming atmosphere. Advanced digital displays, including a technologically advanced curved LED storefront and a transparent LED screen (a first for Under Armour in South Africa), highlight the brand’s focus on innovation and performance.
Local artist Sinenhlanhla Chauke’s artwork adorns the walls, adding a touch of South African flair and showcasing the country’s rich sporting heritage.
Tech Takes Center Stage
The Icon Brand House isn’t just about aesthetics; it boasts several technological firsts designed to elevate the shopping experience. Smart fitting rooms equipped with RFID technology act as a personal shopping assistant, suggesting complementary items and sizes based on what you bring in. A striking 3D printed relief map of the Johannesburg skyline highlights key sporting venues, further emphasizing the city’s vibrant sports culture.
The launch event was a star-studded affair, with appearances by top Under Armour-sponsored athletes like Olympic gold medalist Tatjana Smith, soccer player Kegan Johannes, and boxer Kevin Lerena. Shoppers had the opportunity to meet these South African sporting icons and celebrate the brand’s commitment to the local market.
The Brand House features a wide selection of Under Armour’s latest performance apparel and footwear, including the UA Warm and Mega Warm Cold Weather running shoes, UA Machina Storm, UA HOVR 3 SE, UA Infinite Pro series, and UA Cold Weather training gear.
You might also like
More from Culture
The Rand Show 2026 is set to include a brand new activation – and all included in the ticket price
Lat year, The Rand Show introduced Ocean Wanders - and it became one of the biggest hits on the show floor. Visitors didn’t just …
With Showmax shutting down soon, what happens to the streaming channel’s Originals?
A question we're sure most of you are asking, thankfully we have all the answers, customers are set to enjoy …
A Killer Turn of Charm: How to Make a Killing Review
Glen Powell, whom we like to call the new-age Ryan Reynolds, is quickly cementing himself as one of Hollywood's most …
