Underdog Athletics, the exclusive distributor and licensee for Under Armour in India, has reintroduced the Under Armour Brand House store in a new format at Phoenix Palassio Mall, Lucknow, marking a significant milestone for the brand in this key market.
The newly unveiled and significantly larger store, featuring Under Armour’s latest retail format, the Brand House City Concept Evolution, was inaugurated by Under Armour athlete, Olympic and World Champion Neeraj Chopra, further cementing the brand’s association with top-tier athletic performance, inspiring a new generation of athletes across India.
As part of the grand launch, Neeraj Chopra engaged with the city’s sports enthusiasts and fans, sharing his personal journey and emphasizing the importance of using the right gear to unlock their full potential. He encouraged attendees to explore Under Armour’s high-performance gear to support their own success.
Situated prominently on the ground floor of Phoenix Palassio, one of Lucknow’s prime shopping destinations, the new store is designed to serve the city’s growing community of athletes, fitness enthusiasts and sportswear shoppers. The Brand House City Concept Evolution store offers a seamless and immersive shopping experience, blending cutting-edge technology with engaging storytelling to create a captivating environment for consumers. Shoppers can explore a wide range of Under Armour’s high-performance gear, including the dual-mode SlipSpeed Mega shoes, the latest editions of Infinite and Velociti Running shoes, along the stylish cross-over Phantom 4 shoes, Neeraj’s favorite mineral-infused apparel lines – Launch and Vanish, an extensive Golf range, and the much-loved Curry and Project Rock collections.
Commenting on the launch of the latest format store,Tushar Goculdas, Managing Director of Underdog Athletics, said, “Lucknow has developed into one of the country’s most important centres for sporting and fitness activity and is one of the top markets in India for Under Armour. Our new and larger brand house store at Phoenix Palassio Mall offers a wider selection of our world-class gear and a more premium shopping experience for athletes and fitness enthusiasts. Having our athlete, Neeraj Chopra, here to inaugurate the store and interact with his fans was truly inspiring for so many young athletes and sports enthusiasts. With this, we are taking yet another step towards building Under Armour into India’s most loved premium athletic performance brand.”
On the store Launch Under Armour Athlete Neeraj Chopra said, “It’s always a pleasure to connect with my fans and fellow athletes. Under Armour has been a critical part of my performance journey, providing me with the support and gear I need to push my limits. It’s exciting to see the brand introduce this new format store in Lucknow, which will provide the city’s sporting and fitness community with access to the best gear designed to help them excel in their pursuits. I encourage all young athletes to work hard, train consistently, and strive to achieve something powerful—because with dedication, anything is possible.”
In addition to Neeraj Chopra, Under Armour products are worn by some of the world’s best athletes, National Basketball Association All-Star Stephen Curry; Golfer Jordan Spieth; Olympian and Canadian Heptathlete –Georgia Ellenwood, Heavyweight boxing champion Anthony Joshua; Actor/Producer Dwayne “The Rock” Johnson, among others.
