UA Wants To Open A Store In Dallas, Texas.

Chain stores are having a bad time. Two months ago, more than 400 stores in the US, Sports Authority, applied for bankruptcy protection.

In the increasingly complex competitive environment, there are also companies that are changing their strategies.

 

Recently, Under Armour announced the opening of a "shop store" in a Champs Sports store in Dallas's maverick Plaza Shopping Center, Texas, and was named Armoury. When the weekend opening ceremony, NBA players Emmanuel Mudiay and Raymond Felton came to the platform.

This is the second store in Under Armour and sporting goods store Champs Sports. In 2015, the first concept store opened in Columbia in the 6 month.

Unlike previous brands that sell a lot of discount futures in sporting goods stores, Armoury is like a mini brand flagship store.

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And the latest styles of accessories.

There are also display spaces in the store to broadcast the spokesmen of Under Armour: Stephen Curry, Michael Phelps, The Rock, Misty Copeland, and so on.

In a statement, Patrick Walsh, vice president of marketing at Champs Sports, said that we can create a complete retail experience through Armory store stores, highlighting our We Know Game brand appeal.

If the store sells all the old styles, it's hard to declare that they are keeping up with the trend.

Champs Sports has 547 stores in the United States and Canada as of last January, mainly in shopping centers, with an average area of 330 square meters.

If we look at the history of its cooperation with sports brand, we will find the evolution process of this kind of sports brand collection store.

As early as 2002, Nike limited Champs Sports to sell their products. These restrictions include Champs Sports and its parent company Foot Locker all brands can not sell Nike's high-end products and popular shoes.

The two sides triggered disputes, and the negotiations did not end until the end of 2003.

And in 2012, the two sides also launched Nike Yardline, a franchise store that only sells NFL equipment. In fact, it already has the prototype of boutique.

Direct business can help sports brands better convey brand image and sell high premium products.

When people gradually get used to buying the latest styles in Direct stores, they directly communicate with brands on social networks, which makes it even more difficult for dealers to face the pressure of electricity suppliers.

Brian Shelton, the owner of a sporting goods chain, once told the media: "nowadays, all sports brands are starting to sell themselves on the official website, and our customers have better whereabouts. Our value is decreasing every day."

In its second quarter report this year, Nike said wholesale business accounted for 74% of revenue, but the growth of direct business was much higher than that of wholesale.

In contrast, the wholesale business of Under Armour only accounts for 67%, which means that the company needs to rely on expanding channels to grow in the US, and Armoury may be a new attempt.