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Under Armour – The Newest Sensation to Hit Our Shores is Set to Create Waves in the Sporting Market.

Under Armour – The Newest Sensation to Hit Our Shores is Set to Create Waves in the Sporting Market.

🕔04.Jun 2015

American sports label Under Armour recently made their Malaysian debut at Suria KLCC through Triple Pte Ltd, a sports and lifestyle retailer that holds the exclusive distribution rights for the Under Armour brand across Southeast Asia.

Triple launched their first Southeast Asia Under Armour retail outlet in Singapore and Philippines in early 2014. Operating out of Singapore, Triple was founded by Michael Binger, who is the Chief Executive Officer, Angelica Suiza (Chief Product Officer) and Adrian Chai (Chief Marketing Officer).

Under Armour is supposedly the fastest growing sports performance brand in the world, surpassing the US$2 billion revenue mark in 2013 and is looking to hit global revenues of US$10billionby2020.Under Armour, which started in the basement of Kevin Plank’s house in 1995, took a mere five years to claim the number two position in the US sports market, which happens to be the biggest sporting goods market in the world.

“Under Armour’s innovative products guarantee consumers are fitted with the right products that will make them perform at their best and will assist active sports consumers, who seek to be better and stronger athletes,” says CEO Michael Binger.

According to Binger, Triple plans on opening more Under Armour retail outlets across Asia, one in Thailand this July, Indonesia in 2016 and on a smaller scale, in Vietnam. The idea is to cover the core cities in the region.

While their outlets carry all their products, Triple, in Malaysia, has appointed MST Golf to carry the complete golf range. “We work in each market with specific golf stores as we are aware that golf consumers tend to go to golf distribution channels. That’s why we want to have strong golf distribution partners in each market,” said Binger.

Triple decided to go with MST Golf in Malaysia due to their large network across the country as well as their strong presence in selected golf clubs. They wanted a golf partner that has credibility in the golf industry, knows the golf market well and is convinced about the Under Armour brand itself.

Their plans in Malaysia include the opening of more outlets in Klang Valley, which include the Pavilion Mall in early April, Mid Valley Megamall in mid April and Sunway Pyramid in August. In 2016, more outlets will be opened within the country. With the rollout of four outlets this year and partnerships with specialty stores like MST Golf, 2015 is more of laying the foundation and widening the appeal of the brand to those who are unaware of Under Armour.

Ultimately, according to Binger, Triple sees the brand in Malaysia growing even bigger in comparison to their immediate neighbor, simply due to population and geography.

“We will still keep it tight to keep that curiosity factor alive for our brand fans. We are not in a rush to make it mass at this point. There are enough pockets outside of Klang Valley that we will be working with as partners. That is another growth area for us as well,” said Binger.

Under Armour’s worldwide brand ambassadors include athletes such as Andy Murray, Lindsey Vonn, Tom Brady, Stephen Curry, Cam Newton, Sloane Stephens and golfer Jordan Spieth. In Malaysia, Under Armour has also partnered with elite Malaysian athletes including professional golfers Nicholas Fung and Airil Rizman Zahari.

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