High-performance sportswear brand targets Thailand’s world-class
sports tourism island
Under Armour (UA), a leader in the innovation of high-performance sportswear, has launched its first Brand House in Phuket, following seven successful store-openings in Bangkok, and one in Pattaya, in just over a year.
UA’s expansion to the popular tourist destination is in line with the island’s plans to position itself as Asia’s ultimate sports destination where international athletes come to train.
“Phuket is a dream destination for sports tourism with world-class sporting facilities, wide-ranging expertise, and a reputation for hosting successful regional and international sporting events and tournaments, so it was a natural destination for UA’s next Brand House,” said Michael Binger, chief executive officer and co-founder of Triple Private Limited, a sports and lifestyle retailer that holds exclusive distribution rights for UA across Southeast Asia.
The new store opening will also enable residents and holidaymakers to benefit from the brand’s wide variety of innovative products, including training, running and golf gear, compression garments and the award-winning Armour Bra powered by Under Armour, all of which have been designed to empower all kinds of athletes.
Located on the first floor of Jungceylon shopping mall in Patong, Phuket, the store features a fully experiential concept that begins from the moment the customer first enters the store.
The décor of wooden interiors, steel walls and bolts, exudes an industrial, gym-like atmosphere, while other store elements, such as the iconic free-standing brand logo, reflects UA’s signature ethos of gritty determination, passion and intensity. All of which has been designed to allow the visitor to feel the spirit of the brand and what it means to be an athlete.
At UA’s Brand House in Jungceylon, customers can find a wide selection of products and sporting apparel featuring key UA technologies for both men and women, like HeatGear® and
Threadborne™ technology, a specially designed super-light fabric that ensures a streamlined fit and body-mapped breathability. The smart material weighs less and dries faster, meaning UA products with Threadborne technology don’t cling to the user, and are stronger and provide more protection.
All the latest UA products will be available in the Phuket store, including the UA SpeedForm® Gemini 3 Running Shoe, which molds to the foot for a precision fit and eliminates all other distractions. The Threadborne™ midfoot panel delivers lightweight directional strength and the Charged Cushioning® midsole uses compressed foam for even greater responsiveness and durability, providing optimal cushioning and energy return.
Golfers can also get their hands on the Under Armour Golf Collection, featuring the brand’s Coldblack® technology, which protects the skin by reflecting infrared rays to keep athletes cool under the sun.