American sportswear company Under Armour plans to entice more Chinese consumers through a new ‘experience store’.
The 2500 sqft store called ‘Under Armour Experience’ is scheduled to open in October. It will feature a 270-degree screen that will broadcast what it feels like to train as an athlete.
Under Armour CEO Kevin Plank says the experience is “90 per cent of the store”.
“It’s got a tiny little boutique. You walk in the store going how do athletes train?” Plank said. “In China they don’t exercise, so they’re going, why do I exercise? It’s a tutorial on why would I train.”
According to Plank, the store aims to promote exercise and sell the appropriate gear for it.
Under Armour plans to boost its international businesses to increase its share in the sportswear industry. Last year, international sales accounted for less than 10 per cent of its $1.8 billion total revenue.
