Under Armour to open retail stores in India

by Apparel Resources News-Desk

04-March-2019  |  2 mins read

Under Armour store
Image Courtesy: harboreast.com

Global sportswear brand Under Armour is all set to open retail stores in India. The US-headquartered brand, which has partnered with Amazon and Flipkart-owned Myntra to sell some of its merchandise in India, has set up a wholly owned subsidiary in the country, said Jason Archer, MD, Under Armour’s Asia- Pacific region.

The company has roped in former Adidas veteran Tushar Goculdas as MD of its India operations. Goculdas has earlier served as VP of emerging markets at the German sportswear company.

“We are investing in Asia Pacific as there are long-term growth opportunities. We have been concentrating in China over the last few years. Over the next couple of weeks, we will be establishing our retail presence in India,” – Archer said.

Under Armour will start operations by opening stores in metros but even before announcing its India entry, the brand has been testing the market. The sportswear brand is aiming to take on the existing giants like Puma, Nike and Adidas.

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, sources said.

“Cricket is a great sport. But we will start operations by selling our global portfolio of training and running products,” Archer maintained.

Most global sportswear companies, however, have found it difficult to crack the price-sensitive Indian market. Only two, Adidas and Puma, have managed to breach the Rs. 1,000-crore mark in revenues, while the world’s largest sportswear company Nike has been fighting for profits, despite being in the country for more than a decade.

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