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How Under Armour is appealing to youth culture in its new Melbourne store

New Under Armour store in Melbourne Central. Supplied
New Under Armour store in Melbourne Central. Supplied
American sportswear and sports equipment company Under Armour recently unveiled its flagship store in Melbourne’s CBD. The 277sqm Melbourne Central store opened on 17 November, marking Under Armour’s seventh brand house location, and third in Melbourne, with stores in Chadstone and Highpoint shopping centre. The grand opening was hosted by former NBL champion Peter Hooley, and featured Q&As with Olympians and athletes, a DJ set by Triple J host Jade Zoe, and giveaways for the first 50 cu