England star kicks off Under Armour launch at Liverpool ONE

3rd March 2023 | Jack Oliver

England and Liverpool right-back Trent Alexander-Arnold has officially launched sportswear retailer Under Armour’s first UK brand house at Liverpool ONE.

With a well-placed free kick to smash open the windows of the 3,000 sq ft store, the dead ball specialist declared Under Armour at Liverpool ONE open for business.

Youth football prospects from the local Tiber Football Centre were given the opportunity to take part in a Q&A with the Premier League Star, hosted by football presenter Josh Denzel.

Signing for a 10-year lease, the brand house will feature connected fitting rooms with interactive displays, and promote a number of Under Armour’s training and running collections including RUSH, Iso-Chill, and HOVR.

The launch is the latest in a number of announcements relating to Under Armour’s growing presence in the UK and wider European, Middle Eastern, and Asian (EMEA) markets, with more launches set to go ahead at London’s Battersea Power Station and Westfield Stratford. In October 2022, Under Armour unveiled its brand house concept store in Amsterdam, where its EMEA headquarters reside.

Kara Trent, managing director for EMEA at Under Armour, said: “Liverpool is a hub of sporting excellence, serving the region and beyond, so we’re delighted that our new brand house will enable us to meet ever-increasing consumer demand in this area.”


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