Under Armour opens cutting-edge Oxford Street store

24 July 2023

On 20 July, Under Armour unveiled its latest brand home right here on Oxford Street and we couldn’t be more excited! The new store marks a significant milestone in Under Armour’s already impressive growth across the EMEA region and promises unique experiences and groundbreaking products for all you athletes.

The design of the Oxford Street store is inspired by the City of London and the iconic London Underground. Think hand crafted tiles in black and white and a multi-media artwork by British street artist Jim Vision. Featuring precise grid linework, hand painted Under Armour motifs and references to team sports, the artwork creates a dynamic display of artistic expression and athletic inspiration.

Not only does the store showcase the brand’s latest design direction but also offers the ultimate customer experience. Innovative features include smart fitting rooms that give you the chance to feel, try and learn about the products and their benefits through interactive touchscreens.

And let’s not forget what you came here for: plenty of cutting-edge apparel to choose from in store. Shop the ever-popular co-gender train, run, sports style and golf collections like RUSH, Iso-Chill, HOVR, FLOW and many more. See you there!