Michael Phelps attends Under Armour launch in Shanghai
Under Armour founder and CEO Kevin Plank and Olympic champion Michael Phelps hosted a special launch event for a new 'Under Armour Experience' on October 18 at the Jing’an Kerry Centre in Shanghai.
A short film shown at the event aims to show visitors how the sport clothing, footwear and accessory brand is supporting athletes. It was shot with 360-degree camera technology and displayed on a 270-degree screen.
Hosted by Under Armour athlete Michael Phelps, the film comprises a series of vignettes that depict the different moments defining the will of an athlete including a training session with NBA star Brandon Jennings, rooftop yoga in Shanghai and the exhilaration of running out onto the pitch before a match at White Hart Lane, home of Tottenham Hotspur.
"It's exciting to be part of this experience designed to empower Chinese athletes," said Mr Phelps. "The passion and energy of Under Armour comes to life through this short film and the message will motivate Chinese athletes to find their will."
Mr Plank commented: "Wherever we go around the globe, we will lead first with our story and bring the people into the best Under Armour experience possible before we ask them to try our performance apparel and footwear.
"We believe in the power of storytelling and our ability to tell provocative and relevant stories will serve as a catalyst for our international growth. For many athletes in China this will be their introduction to our brand. By offering this exclusive experience and bringing to life what it means to be an athlete, this is our way to give back to athletes in China and build meaningful relationships that will last for years to come."
Under Armour has opened six Under Armour specialty stores in China in the past two years and one in Taiwan. It also launched in Hong Kong in July through a partnership with retail chain GigaSports.
