As Under Armour continues to revolutionize the sports apparel and footwear market through product innovation and partnerships with some of the most transcendent professional athletes of this era, Champs Sports is launching its second premium shop-in-shop as a pinnacle expression of the brand’s best and latest offerings.
The ARMOURY At Champs Sports — which debuted at The Mall in Columbia (Md.) last fall — is now open at its second location in the U.S. at Galleria Dallas in Dallas, Texas. The shop-in-shop will serve as an exciting destination for legions of Under Armour brand enthusiasts, featuring the complete line of Under Armour’s most innovative footwear, apparel and accessories in a single cohesive context. The shop-in-shop is designed to represent Under Armour’s core values and convey the same energy and excitement athletes experience on the court or the field.
“Over the past several years, Under Armour has created a lot of excitement in the market and in the world of sport; that kind of fierce determination is something consumers recognize and appreciate,” said Patrick Walsh, VP of Marketing, Champs Sports. “Through The ARMOURY at Champs Sports, we have created a fully immersive retail experience that honors everything Champs Sports fans love most about Under Armour. We have very deliberately created an in-shop experience that conveys the competitive culture of the brand in a way that’s true to our We Know Game proposition.”
“The ARMOURY at Champs Sports features our latest game-changing apparel and footwear in a retail setting that’s designed to motivate and inspire young athletes,” said David Heath, SVP, US Wholesale at Under Armour.
The ARMOURY at Champs Sports will also serve as a venue for Under Armour elite athlete appearances and autograph signings. The shop-in-shop will offer the latest Under Armour footwear and apparel releases throughout the year, and will create a powerful brand experience through a steady rotation of graphics featuring the brand’s team of elite athletes.
Grand opening events at The ARMOURY at Champs Sports at Galleria Dallas are scheduled for the weekend of May 6-8. The weekend will feature professional athlete appearances by basketball and point guard superstars Emmanuel Mudiay and Raymond Felton, giveaways, a live radio remote, and more.
