Sportswear brand Under Armour is tapping into experiential retail, particularly customization and interactive experiences, to strengthen in-store consumer engagement.

Why experiential retail matters

Brick-and-mortar retail is still a critical touchpoint for brands in many categories, and particularly for sportswear and apparel brands, where exposure to goods in-person is essential for many buyers. Providing experiences that build emotional connections should be the goal.

Takeaways

• Under Armour’s new Brand House City Concept stores provide footwear customization spaces, connected fitting rooms and 3D foot scanners.
• A pop-up store in New York City, celebrating Under Armour’s convertible “SlipSpeed” sneakers, delivered a unique form of...