Itís go big or go home for sports brand in Manila

Paul Lintag on Mar 05, 2019 01:02 PM
Itís go big or go home for sports brand in Manila
Under Armourís brand new store at the SM Mall of Asia is the first of a busy 2019 expansion for the brand and the MOA branch stands alone as the largest UA branch in the Philippines so far.

Under Armour is going big.

The Baltimore-based brand has recently unveiled its largest store in the country, a big move as it tries to get some traction in Manila in the uber-competitive athletic and lifestyle market.

Under Armour’s brand new store at the SM Mall of Asia is the first of a busy 2019 expansion for the brand and the MOA branch stands alone as the largest UA branch in the Philippines so far.

Collections featuring basketball, training, running, and even golf will be available for purchase at Under Armour MOA.

“It’s our biggest store to date almost 300 square meters and our first store that we’re opening this year,” Mark Christian Chan, Athletes Pro Group Inc. President, said.

“Pero we plan to open more this year in the major provinces in the Philippines. We’re looking at Baguio and Davao [to open] this year,” he added.

With good branches in key places like Trinoma and SM Megamall, UA opening up a branch in Pasay opens up a whole new opportunity for the brand.

It’s been a long time coming.

“We’ve always wanted to come into Mall of Asia,” Chan said.

“We’ve been looking for a space for a few years already and this location is very strategic in terms of southern part of Metro Manila and other neighboring cities like Cavite and Parañaque area,” he added.

UA is trying to take on the big boys globally. Even in the local scene, Filipinos are still mostly familiar with competitors when it comes to athletic brands.

That’s the case even though Filipinos are already enamored with Steph Curry, Under Armour’s golden boy. To try and get its fair market share, one needs to put its products out there for people to see.

“To showcase the brand, we need a bigger store,” Chan said.

“In this setting we can showcase the running, training, basketball, golf, the other stores kasi we’re not able to present all the collection that we want eh,” he added.

 

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