Under Armour opens store at The O2

Under Armour, the global sports apparel brand, has opened its London outlet debut store at Outlet Shopping at The O2, which is owned and operated by Waterfront Limited Partnership, a joint venture between AEG and Crosstree Real Estate Partners. 

The new Under Armour store occupies 3,949 sq ft on Outlet Shopping at The O2’s lower level, situated next to anchor stores and fellow sportswear retailers, Nike, New Balance and adidas.  

Designed under the brand’s new Factory House retail concept, and stocking an array of sportswear apparel, footwear and accessories, the opening is yet another addition to the destination’s evolving retail offer and highlights the success and appeal of The O2 in securing sought-after retailers and London debuts.

The opening of Under Armour coincides with strong performance at the destination over Black Friday weekend. The Outlet Shopping at The O2  saw a sales uplift of 27% compared with the same period in 2022, bolstered by the recent openings of upsized stores for Calvin Klein and Levi’s, with the whole destination up 28%. Fashion and homeware sales were particularly strong, up 31% and 62% compared with Black Friday weekend last year.

In addition to the opening of Under Armour, Outlet Shopping at The O2 has also welcomed eyebrow and eyelash bar Better Brows to a kiosk unit on the upper level.  

Louisa Dalgleish, leasing director at Outlet Shopping at The O2, said: “Outlet Shopping at The O2 continues to raise the bar for what retail outlets can achieve, both in terms of a varied tenant mix and strong sales performance. Key to our success is ensuring that we’re listening to what our customers want and delivering on those standout brands and product categories – Under Armour is a case in point. 

“This opening bolsters our already strong line-up of household name sportswear brands, and provides consumers with even more of the choice they have been seeking.”