Under Armour Korea plans to open flagship stores to make the most of its growing popularity in the Asian market.

The US-headquartered sports brand says it has opened an office in South Korea to operate its business directly from next year, after taking over distribution from local partner Hyosung Galaxia.

“Under Armour will strengthen its marketing, distribution and retail efforts, providing Korean consumers with the best brand and shopping experience,” said David Song, country manager of Under Armour Korea.

“We will open our flagship store in southern Seoul in January. The brand will also continue to connect with athletes directly and promote sports, fitness and healthy living through its connected fitness platform, which is the world’s largest digital health and fitness community.”

Song said Korea is a “pivotal component” in the company’s international growth plan.

“Through design, innovation and our Under Armour connected fitness platform, we look forward to forging long-term relationships directly with athletes at every level in the country.”