A few months after launching its first-ever Southeast Asian store on Bonifacio High Street, the US-based performance footwear and apparel brand continued its momentum on the market with the recent opening of a new store in SM Megamall. The launch was attended by high-profile celebrities and fitness enthusiasts, all ready to welcome Under Armour’s expansion in the country with an afternoon of jam-packed activities.
Included in the prestigious guest list were One FC fighter Brandon Vera, US volleyball Olympian David McKenzie, San Juan Vice Mayor Francis Zamora, Under Armour endorsers like volleyball player Gretchen Ho and VJ Robi Domingo, national football player Natasha Alquiros, and TV sports personality Reema Chanco.
“Opening in Megamall is a natural step for the brand’s expansion in the Philippines,” said Carlos Maza, senior director, new markets. “The response to our brand from athletes in the Philippines has been tremendous and we look forward to increasing our presence throughout the country.”
Aesthetically, this new retail destination brought to life the Under Armour brand personality. The interior design is punctuated with accent metal and wood furnishings. The Under Armour Thrones are main staples to the store as well, with large black leather seats with the logo stitched in red prominently installed within the footwear zone.
After a brief media tour, the A-list guests were ushered to the Activity Center which was transformed into a concrete jungle that is the Under Armour Activity Area. Vera officially opened the Armour Assault, a series of intense fitness challenges organized by WOD Nation.
Male celebrities who joined the Armour Assault were professional football player Armand Del Rosario; actors and fitness enthusiasts Carlos Agassi, Paolo Paraiso and Gerard Pizarras; actor Luis Alandy; Jose Sarasola; Flag Football National Team’s Luke Jickain; The Healthy House managing director Vic Silayan; TV actor and the first winner of Survivor Philippines JC Tiuseco; model/basketball and football player Jon Hall; basketball player Ervic Vijandre; model Rey Talosig Jr; martial arts enthusiast Will Devaughn; professional rugby player and TV host Eric Tai; and ABS-CBN head of publishing and triathlete Ernie Lopez.
Female celebrities up to the challenge were yoga teacher and actress Bubbles Paraiso; singer and actress Roxanne Barcelo; actress and model Maria Persson; host Issa Litton; actress LJ Reyes; and Real Sports radio show producer Peach Mascariñas.
The highly successful event was concluded with closing remarks from Adrian Chai, chief marketing officer, Triple Pte. Ltd., thanking everyone for their passionate participation in the games. There’s a reason Under Armour has become one of the most successful fitness brands in the world, and that’s rooted in the fitness games displayed that day: it is made with passion by athletes, for athletes.
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