Champs Sports & Under Armour Launch Store-Within-a-Store Concept

Athletic specialty retailer Champs Sports and performance brand Under Armour are tying the knot.

Champs Sports is capitalizing on its popular consumer We Know Game proposition by collaborating with Under Armour on the launch of The ARMOURY at Champs Sports, a first-of-its-kind, premium store-within-a-store.

The concept will bow at the Champs Sports store in The Mall in Columbia in Columbia, Md. Grand-opening events are set for Saturday, June 27, and Sunday, June 28, and will include appearances by professional athletes, giveaways and a live radio remote.

The ARMOURY will serve as a premier destination in the region for Under Armour fans, featuring the brand’s most innovative footwear, apparel and accessories. Consumers will get access to exclusive Under Armour products and athlete appearances.

“Under Armour has earned a loyal and dedicated following among our customers over the last decade, so we are very excited to collaborate through this innovative retail offering,” said Bryon Milburn, president and CEO of Champs Sports. “The ARMOURY at Champs Sports gives us the opportunity to showcase the breadth of Under Armour’s product line and tell its story in a single, cohesive context. We believe it will deepen customer loyalty and appreciation for both partners.”

Matt Mirchin, president of Under Armour North America, said: “This is a pinnacle collaboration for Under Armour as we unveil our newest retail presence with Champs Sports. The ARMOURY at Champs Sports will deliver a unique and fully immersive Under Armour experience for consumers and brand fans that will continue to drive our mission to make all athletes better while providing access to the latest and most innovative UA gear.”

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