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Champs Sports Debuts Second Under Armour Concept Shop

Champs Sports and Under Armour Inc. are continuing to foster good retail relations. The two companies announced today they have opened a second location for their joint store concept, The Armoury at Champs Sports.

The shop-in-shop is situated inside the Galleria Dallas shopping mall in Dallas. Celebratory opening events are scheduled for this weekend, featuring appearances by NBA players Emmanuel Mudiay of the Denver Nuggets and Raymond Felton of the Dallas Mavericks.

Champs and Under Armour opened their first store concept together in June 2015 in The Mall in Columbia in Columbia, Md.

The Armoury locations feature Under Armour’s complete line of footwear, apparel and accessories. They also are designed to represent the athletic label’s identity through a rotating set of images of Under Armour’s elite partners, including Stephen Curry, Michael Phelps, The Rock and Misty Copeland.

In a statement today, Patrick Walsh, VP of marketing for Champs Sports, said, “Through The Armoury at Champs Sports, we have created a fully immersive retail experience that honors everything Champs Sports fans love most about Under Armour. We have very deliberately created an in-shop experience that conveys the competitive culture of the brand in a way that’s true to our ‘We Know Game’ proposition.”

Champs Sports is a division of New York-based Foot Locker Inc., which has forged several successful retail partnerships with athletic brands over the years. Most notable is the House of Hoops, a joint project with Nike that launched in 2007 and now has about 178 locations worldwide.

Foot Locker also operates several Puma Lab concepts in its own stores, as well as the Jordan Flight 23 concepts found in its Footaction banners.

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