Under Armour Opens Tech-Forward Icon Brand House in Sandton City

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.

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Papi Mabele

Papi Mabele has a marketing background, he is a digital marketing expert with extensive experience in launching and building global brands in the emerging markets. Papi is also an avid tech writer, enthusiast and all round tech junkie. As a freelance writer and analyst he has been numerously published in Popular Mechanics (SA), GQ South Africa, Premier Magazine, Driven Magazine, Bloem News, Courant, The Weekly, Enthooze Magazine and PiE magazine amongst others.