50 customers.  The store – which features the latest in men’s and women’s training, running, golf and basketball apparel – coincides with the launch of the new Curry Flow 10 basketball shoe, with NBA player Steph Curry’s collection of apparel, shoes and accessories being a focus for the new store.    The store opens just before Black Friday and Cyber Monday, with Under Armour set to offer a range of specials across its running shoes, gym clothing, leggings, sports bras and fitness accessories. It also follows the opening of other concept stores – including Boating, Camping and Fishing, Rebel and Culture Kings – as customers look to shop in-store, as per the ACRS Retail Monitor. Under Armour’s Australia and New Zealand managing director, Fernando Reani told Inside Retail that the flagship store represents everything iconic about Australia’s cultural and sporting capital. “It is a major step forward in Under Armour’s strategic multi-channel expansion,” he said. “The brand is enjoying excellent momentum in the country; signalling a strong appetite and desire for technological and innovative sports performance solutions amongst our customers.”  He added that Melbourne Central’s appeal was its connection to youth culture.  “Over the past decade, the location has become a backdrop for brands to showcase state-of-the-art retail experiences [which] draw in a uniquely young demographic,” he said. “In particular, our basketball offering aims to cater to the local basketball and street scene, which complements our running and training collections.” “Stronger than ever” Under Armour’s total revenue was up two per cent compared to the previous year, to $1.6 billion, according to its 3 November press release. While North American revenue was down on the previous year, its international revenue rose by seven per cent, to $547 million. The brand is also expecting revenue to grow by a low, single-digit percentage rate, despite previous expectations of five to seven per cent growth. This, the company explained, was due to a more challenging retail environment, and negative impacts from changes in foreign currency. Reani attributes the brand’s growth in Australia to its multichannel distribution strategy, strong partnerships with key retailers and expansion of its direct to consumer business. He said that changes to customer purchasing behaviour have presented opportunities for the brand over the last few years. “Looking forward, we will continue to deepen our omnichannel approach, ensuring we deliver on both product and customer experience,” he said.  “It is exciting to see our brand health KPIs [are] stronger than ever in Australia, and our goal is to further strengthen Under Armour’s emotional connection with young athletes across the country.” He added that macroeconomic trends, and rising cost of living, will provide challenges for Under Armour as it enters the new calendar year.  But he sees plenty of growth opportunities for the brand, both globally and locally. “We are confident that – with a great range of product options for our consumers – underpinned by exciting releases such as Curry 10 and Phantom three, we [will] continue to see growth and reasons to celebrate in Australia,” he said.  The foundations for success Reani said that he is proud of the partnerships, sales growth, market share and workplace culture that Under Armour has achieved in Australia and New Zealand over a short period of time.  Moving forward, he believes that the brand will keep developing its reputation as a premium, performance-based brand. It will do so by expanding its presence and strengthening partnership with key retail partners. It will also seek to grow its brand engagement and purchase considerations. Reani added that Under Armour will continue to develop its team.“They are the foundation of our current and future success,” he said.