Coinciding with Freedom Day in South Africa, Apollo Brand on Saturday unveiled the “Under Armour Icon Brand House” – the latest addition to Sandton City, a hub renowned across Africa.
Was Under Armour channeling the spirit of freedom to liberate sportswear enthusiasts from the confines of traditional brands, I wondered.
Apollo Brand is the exclusive distributor of Under Armour in the region.
Was this timing deliberate?
To find out, I probed Brent Collinicos, GM of Apollo Brand Pty Ltd, on the choice of this auspicious day for the store’s opening.
With a wry smile, Collinicos responded: “This has been in the making for three years.
“It’s purely coincidental with the availability of space at Sandton City.
“The timing aligned with Freedom Day due to the aggressive fitout schedule.”
Was the new store aimed at providing a fresh alternative for sportswear aficionados fatigued by conventional brands? I asked.
“We’ve created something unprecedented. The pressure is on our employees to enhance the customer experience,” said Collinicos.
Indeed, the Under Armour Icon Brand House in Sandton City signals a paradigm shift in sport and fitness retail in South Africa.
Enhancing its appeal, local art director and illustrator, Sinenhlanhla Chauke, infused South African essence into the store’s ambiance which celebrates the nation’s sporting heritage.
Spanning an impressive 344 square metres, this establishment stands as the largest Under Armour outlet in the country.
Under Armour’s reputation for pioneering performance technologies, the new store bridges athleticism with everyday comfort and functionality.
Stepping inside, visitors are greeted by a thoughtfully crafted layout, characterised by inviting curves fostering a welcoming environment.
Setting a precedent in South Africa are transparent LED screens, offering dynamic engagement through high-definition visuals and product highlights.
Collinicos remarked, “I think it’s a ‘lekker’ or great way to engage the consumer, especially the younger ones.
“It amplifies key messages of our brand. We just need to make sure that we provide the right content for them.
“We always update content and ensure we have a global look and feel but locally relevant.”
Moreover, technological innovations, like smart fitting rooms employing RFID technology, enhance the shopping experience by offering personalised suggestions.
“This is a new venture for us,” Collinicos acknowledged.
“We’ll gather feedback and refine accordingly.”
Another notable feature was the 3D-printed relief map showcasing Johannesburg’s sporting landmarks, accentuating the city’s vibrant sports culture.
As Collinicos reflected, the store is an exceptional space for the company’s employees, fostering an unrivaled customer experience.
“What a cool office for our employees and probably the best office space in the world to elevate customer experience,” he said.
The Brand House offers an extensive range of Under Armour’s latest apparel and footwear, including cutting-edge offerings like UA Warm and Mega Warm Cold Weather running shoes.
Following the launch, Apollo Brand envisages a substantial expansion in South Africa, reaffirming its commitment to Under Armour.
“This represents our largest investment in retail,” Collinicos said.
“It underscores our dedication to the brand’s growth.”
Under Armour’s strategic partnership with SuperSport Schools further underscores its commitment to fostering sporting excellence in South Africa, particularly among youth athletes.
Commenting on the company’s approach to this market, Collinicos said: “We will start small. We are a challenger brand. We are happy to be there.
“We want to engage in an authentic way. We can’t force it.”
He said the Sandton City launch positioned Under Armour as more than just a challenger.
“We’re humble yet focused on carving a unique Under Armour journey,” he said.
“This marks a significant milestone, hopefully paving the way for sustainable growth.”
