Scaling retail without losing brand control
forUNDER ARMOUR
- Retail Scale
- Omnichannel Growth
- Store Network Expansion
- Brand Control
Under Armour had strong brand potential in China, but limited scale and inconsistent retail execution were restricting growth. The challenge was to expand rapidly while protecting brand positioning, product authority, and consumer experience across stores, partners, and digital channels.
The work connected premium location strategy, localized product assortments, scalable retail operations, franchise discipline, and omnichannel execution into one controlled growth model.
STRATEGIC APPROACH
Built the retail model for scale, consistency, and brand control.
The strategy focused on turning Under Armour China into a disciplined retail growth engine. We secured premium locations, curated product assortments around local consumer needs, developed a scalable franchise model, and connected in-store and digital execution to protect brand standards while accelerating market expansion.
Outcomes
Outcomes
60 →
500+
STORES ACROSS CHINA
Scaled retail footprint across the market.
8x+
BUSINESS GROWTH
Scaled the business over eightfold in three years.
15% →
52%
BRAND AWARENESS
Increased awareness in three years.
Controlled
scale
RETAIL OPERATING MODEL
Aligned stores, franchise partners, product, and digital execution.