Under Armour has launched its new flagship store in Dubai Mall, marking the brand’s largest and most innovative store in the region.

The new store is spread across almost 14,000 sq ft and is packed with interactive tech to assist shoppers looking to learn more about the brand’s products and their benefits.

A 3D foot-scanner utilises AI technology to offer customers a 360-degree scan of their feet to help them find the best shoe for their needs.

Integration of the brand’s MapMyRun app in store creates a link between the brand and the customer’s activities, while motion sensor linked screens located throughout offer smart browsing and enable customers to compare running shoe options.

For consumers looking to improve their fitness, customised workouts will also be available through smart screens.

Phone-charging stations also feature, while an event space allows fans of the brand to meet up. A 3D map of Dubai provides athletes with an overview of local  jogging routes.

Brand ambassadors play an important role in drawing customers to the new flagship, with both local and international ambassadors celebrated in store.

A current display, for example, showcases The Work, a collection actor Dwayne ‘The Rock’ Johnson created with the brand in 2020. The results of such partnerships are now displayed in their own dedicated area. 

The store, which was designed by global retail design consultancy Green Room, will also stock ranges from Project Rock and Iso-Chill.

Lee Devon, vice-president for Under Armour Middle East, said: “Opening the new flagship store in Dubai Mall is a proud moment for Athlocity and the Under Armour brand.

“This will be our biggest store in the region and is a perfect fit for the world’s biggest mall.”