How Under Armour is tapping into experiential retail

Maya Yegorova

Under Armour, the sporting apparel manufacturer, has leveraged the power of experiential retail to build deeper connections with shoppers.

Under Armour, the sporting apparel and accessories manufacturer, is using experiential retail to build community and augment the customer experience.

“One thing that has stuck with me during my nine years at Under Armour is the consistent effort to use our physical locations to drive like-minded communities together,” Christiana DiMattesa Houser, Senior Director of Marketing, DTC Channels and Experiences at Under Armour, said during the Path to Purchase Institute’s ‘Experiential Retailing’ webinar.

“So that’s everything from planned events to using our retail locations to celebrate a launch of a product or a cultural moment … When a consumer goes into...

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