The fifth fastest growing retailer in the US is preparing to ramp up its operations down under, beginning with a launch through Rebel Sport doors next month.
Activwear company Under Armour will launch through the national sport’s chain as part of a bid to grow its domestic profile. The brand is managed locally by PlayCorp Group of Companies, which is also the licensee for AFL, Tapout, UFC, Everlast and NRL.
Australian marketing manager Dane Sharp said the company will now push the high performance sports brand into Australia. Other retail partners include Footlocker, House of Golf, Anaconda and selected sporting retailers nationally.
“With PlayCorp’s licensing success and our long association with the AFL, we believe the timing was perfect for us here in Australia too,” Sharp said. “Under Armour is now the official high performance apparel partner of the AFL and will continue to drive innovative products via its junior pathways programs at both state and national level.”
Under Armour International has recently broadened its range to include hunting and fishing apparel and footwear, action sports, snow sports, footwear and accessories.
“Unfortunately we cannot be all of these things at this stage of our [Australian] launch and early growth phase,” Sharp said. “Our primary product segments are training, running and golf in men’s apparel; and training, running & yoga/pilates-inspired Studio range in women’s.”
Focus categories for the local market are compression, outerwear and training, with new styles and colourways to be introduced regularly. Prices range from $34.95 for the tech short sleeve tee to $149.95 for the men’s Gen II recharge legging.
Under Armour Australia has now launched a store locator on its facebook page, with several product launch initiatives planned for 2013. It is also working with high performance athletes and teams, such as Israel Folau, Lydia Lassila and the Adelaide Thunderbirds.
The National Retail Federation’s official magazine named Under Armour the fifth fastest growing retailer in 2011, with a 63 per cent leap in US sales.
