Photo: Reuters
Photo: Reuters

Under Armour to launch India operations

  • Under Armour’s first store is expected to be launched in the coming weeks
  • The brand to focus on the top ten cities in the country retailing through franchise partner and e-commerce platforms

NEW DELHI : Global sports brand Under Armour Inc has announced the launch of operations in India. The business, which will be operated through a fully-owned subsidiary, will be run by Tushar Goculdas, managing director of Under Armour India. The brand targets teens to consumers in their late 30s.

“We are taking a long-term view on the India market. With the recent positive regulatory development, India is ready to deliver profitable growth. Our objective is to focus on the consumer and be ready for the explosive growth when it comes in the next few years," said Goculdas.

Training and running are the fastest growing categories globally which will be critical in the sports lifestyle segment in India for Under Armour. The brand, which will compete with the likes of existing sports brands such as Nike, Puma and Adidas, said it differentiates itself as a stylish performance driven products.

“Our consumer research stated that there’s huge pent up demand for Under Amour products in India. All our products have performance and features built into it at the same time they look appealing because of colours, fabric and styling which will differentiate us from other brands," Goculdas added.

Under Armour will focus on the top ten cities in the country retailing through franchise partner retail locations and e-commerce platforms such as Myntra and Amazon. The brand’s first store is expected to be launched in the coming weeks.

Globally, Under Armour is associated with NBA player Stephen Curry; golfer Jordan Speith; heavyweight boxing champion Anthony Joshua; actor/producer Dwayne ‘The Rock’ Johnson; Olympian and swimmer Michael Phelps; and principal ballet dancer Misty Copeland, among others. In India, it has not partnered with any of the athletes or cricketers so far.

Headquartered in Baltimore, Maryland, Under Armour is a marketer and distributor of branded performance athletic apparel, footwear and accessories. Designed to make all athletes better, the brand's innovative products are sold worldwide to consumers with active lifestyles.

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