A few months after launching its first-ever Southeast Asia brand store in Bonifacio High Street, the US-based performance footwear and apparel brand “Under Armour” continued its momentum in the market with the recent opening of the new store in SM Megamall.
The launch was attended by high profile celebrities and fitness enthusiasts, all ready to welcome Under Armour’s expansion in the country with an afternoon of jam-packed activities. Included in the prestigious guest list are One FC Fighter Brandon Vera, US Olympian for Volleyball David McKenzie, and Vice Mayor Francis Zamora.
“Opening in Megamall is a natural step for the brand’s expansion in the Philippines,” said Carlos Maza, Senior Director, New Markets, Under Armour. “The response to our brand from athletes in the Philippines has been tremendous and we look forward to increasing our presence throughout the country.”
Under Armour is distributed in the Philippines through an exclusive partnership with Triple Pte. Ltd. “The Under Armour Megamall store is the result of a well-planned expansion strategy,” said Adrian Chai, Chief Marketing Officer, Triple Pte. Ltd. “It’s in a high-traffic centrally located area making the brand even more accessible.” Together with Triple Pte. Ltd, Under Armour’s expansion to the northern part of the metro can be credited to local retailer, Grupo Athletica.
Aesthetically, this new retail destination brought to life the Under Armour brand personality. The design in the store is punctuated with accent metal and wood furnishings. The Under Armour Thrones are main staples to the store as well, with large black leather seats with the logo stitched in red prominently installed within the footwear zone.
Under Armour Megamall carries the Fall Winter collection, which is composed of the brand’s innovative HeatGear® Sonic, Heatgear® Flyweight, Coldblack®, Coldgear®, UA Storm, UA Tech™, and the popular Compression range. Additionally, among the technical apparel available is HeatGear® ArmourVent™, a new training apparel technology platform available in both men’s wear and women’s wear. The UA Studio & UA StudioLux® lines are designed for athletic females like brand ambassador and American Ballet Theater soloist Misty Copeland.
Kicking off the festivities that morning was a cocktail by the store, with Under Armour athletes like volleyball player and Gameday Weekend host Gretchen Ho, VJ and VJ Robi Domingo, football player and Captain of the Philippine Women’s National Football Team Natasha Alquiros, and TV sports personality Reema Chanco, mingling and having an enjoyable time with Under Armour officials, and special guests like Brandon Vera. Following the cocktails was the official ribbon cutting at the store by Under Armour representatives.
It wouldn’t be an Under Armour party, however, without a bit of a twist. After a brief media tour, the A-list guests were ushered to the SM Megamall Activity Center where it was transformed into a concrete jungle that is the Under Armour Activity Area. Brandon Vera officially opened Armour Assault, a series of intense fitness challenges organized by WOD nation, with a motivational message. The former WEC 13 Heavyweight Grand Prix champion urged each athlete to perform his best and to remember that an athlete’s best competition is himself.
Male celebrities included in the Armour Assault were professional football player Armand Del Rosario; actors and fitness enthusiasts Carlos Agassi, Paolo Paraiso and Gerard Pizarras; Movie and TV actor Luis Alandy and Jose Sarasola; Agila Pilipinas Flag Football National Team Luke Jickain; The Healthy House Managing Director Vic Silayan; TV actor and the 1st winner of Survivor Philippines JC Tiuseco; model/basketball & football player Jon Hall; basketball player Ervic Vijandre; model Rey Talosig Jr; martial arts enthusiast Will Devaughn; professional rugby player & TV host Eric Tai; and ABS-CBN head of publishing and triathlete Ernie Lopez.
Female celebrities up to the challenge were yoga teacher and actress Bubbles Paraiso; singer and actress Roxanne Barcelo; actress and model Maria Persson; host Issa Litton; Movie & TV actress LJ Reyes; Real Sports radio show producer Peach Mascarinas.
The fitness challenges comprised of bear crawls, sit-ups, push-ups, box jumps, and dumbbell lifts. After all the celebrities had their turn, three males and three females were awarded for being the most fit in the group. Taking first place from the males were Jon Hall, with Carlos Agassi and Rey Talosig following suit in second and third place, respectively. For the females, Maria Persson took first place, with Roxanne Barcelo at second, and Issa Litton at third place.
The highly successful event was then concluded with closing remarks from Adrian Chai, thanking everyone for their passionate participation in the games. “We are humble and we are hungry,” Chai said of Under Armour’s brand personality. There’s a reason Under Armour has become one of the most successful fitness brands in the world, and that’s only rooted in the fitness games displayed that afternoon: it is made with passion by athletes, for athletes.