Under Armour goes on the offensive in Germany

By

Olivier Guyot

Published
Jul 24, 2015

In Europe, Under Armour is still an outsider in the sports world. But on a global level, the American brand is becoming a serious competitor against established giants Nike and Adidas. In its last quarter, it posted 784 million dollars in revenue, up 29%, 89% of which was generated in North America.

But Under Armour is working on its deployment. In Europe, where it took its first steps ten or so years ago, it first entered the UK through a partnership with the Tottenham football club, the Wales rugby team and tennis player Andy Murray. In France, it is the kit supplier for the AS Montferrand rugby club.

Under Armour is now looking to Germany to make its presence felt. Founder and CEO, Kevin Plank, and President of International, Charlie Maurath, were in Munich on 23 July to inaugurate the brand's new international office, where the objective will be to develop the brand in the German-speaking countries.

Under Armour is indeed mounting its offense on the Germany-Austria-Switzerland zone. It is starting out in retail with the opening of shop-in-shops in four SportScheck stores, Germany’s largest multichannel sporting goods retailer, as of September in Munich, then in Berlin, Köln and Stuttgart.

Rather significant, it has signed partnerships with local clubs and sports players. Starting in July 2016, the brand will be the kit supplier for the very popular Hamburg FC St Pauli, which is currently with Hummel.

The brand has also extended its contract with the Austria Ski Team and two of its representatives, Marcel Hirscher and Julia Dujmovits, by two years.

Finally, volleyball duo Jonathan Erdmann and Kay Matysik, tennis star Dustin Brown and Bernd Wiesberger have also joined the brand's roster.