The Sandton Times | Under Armour Opens Icon Brand House In Sandton City

Under Armour, the global athletic apparel and footwear brand, has opened its newest Icon Brand House in Sandton City.

At the heart of Sandton City, the Icon Brand House spans over 344 sqm, making it the largest floor space dedicated to Under Armour in South Africa.

Its design, conceptualized under the BCC EVO (Brand House City Concept Evolution), seamlessly blends cutting-edge technology with inviting aesthetics.

The new athletic retail store is an immersive experience designed to inspire and empower athletes of all levels.

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Apollo Brands, the official distributor of Under Armour in South Africa, orchestrated this grand opening which was highlighted by a free kick shattering a glass door, executed by Brent Collinicos, General Manager at Apollo Brands.

One of the most distinctive features of the Icon Brand House is the infusion of local flavour, courtesy of renowned illustration artist Sinenhlanhla Chauke. Sinenhlanhla’s hand-drawn illustrations adorn the walls, celebrating South Africa’s rich sporting culture and heritage, adding a unique touch to the store’s ambiance.

The technology-infused environment of the Icon Brand House looks to set new standards for retail innovation. A fully curved LED storefront and the transparent LED screen are a first of its kind in South Africa. Image: The Sandton Times

Smart fitting rooms equipped with RFID technology act as personal shopping assistants, enhancing convenience and personalization for shoppers. Soft architectural curves beckon shoppers to explore the space, while advanced digital displays captivate the senses, showcasing Under Armour’s ethos of innovation.

A 3D printed relief map of the Johannesburg skyline serves as both an artistic installation and a functional guide, highlighting key sporting venues around the city. These localized elements, combined with exclusive artwork and a dedicated ‘chill’ area inspired by South African designs, hope to create a sense of belonging and community among visitors.

The launch event, attended by top-performing Under Armour sponsored athletes, offered shoppers a unique opportunity to interact with South African sports talent. Image: The Sandton Times

The Icon Brand House boasts an extensive selection of Under Armour’s latest merchandise, including cold weather running shoes, training gear, and the Unstoppable range.