Storeage creates Under Armour’s first European outlet store in Madrid

July 20th, 2011 by retail design blog



Amsterdam, July 18, 2011. Storeage, the Amsterdam-based international retail design agency, has created Under Armour’s first European outlet store in San Sebastian de Los Reyes, Madrid. The store opened 16th June 2011 with a hugely successful midnight sale. Headquartered in Baltimore, Under Armour is a developer, marketer, and distributor of performance-based apparel, footwear and accessories. The outlet store is managed by Alnisa Sport S.A., Under Armour’s distribution partner for Iberia.

Shop façade – high-impact seasonal campaign windows

Storeage’s design aims to strike a balance between Under Armour’s high performance, technically advanced products and its aggressive, intense brand image. Located in suburban Madrid’s high-end “Factory” outlet centre, the 200 square meter store exudes urban toughness and strength with its warehouse look and feel — exposed ceilings, industrial lamps, concrete flooring and steel fixtures. At the same time, its clean lines and sleek styling create a European sense of sophistication. The store offering includes men’s, women’s and children’s apparel, footwear and accessories.
To showcase the brand’s commitment to innovation, the store features a video wall highlighting Under Armour’s latest ads and performance videos, larger-than-life murals with athlete imagery, and educational graphics communicating the performance features and benefits of Under Armour’s products.

Entrance – strong ‘in your face’ graphic statements

“For many Spanish consumers, this store will be the first point of contact with our brand – it presents a great opportunity for Under Armour to increase its exposure in the Spanish market and to tell our performance story to a whole new audience,” said Blair Tripodi, Managing Director/General Manager of Under Armour Europe B. V.
“The opening of this outlet will reinforce the brand image of Under Armour in Spain, while helping to optimise our logistics process,” said Sergio Nieto, CEO of Alnisa Sport. “This Under Armour outlet store is unique because it gives consumers a high-end and high-value shopping experience while allowing them to get further acquainted with the brand.”

Overview – contrast between the sleek and ‘high gloss’ elements in a tough and raw environment

“This is not your typical outlet store,“ said Jason Steere, partner and co-founder of Storeage. “We’ve adapted Under Armour’s American style and attitude with a highly European aesthetic. Our design concept balances minimal styling and slick visual merchandising with strength and edge.” All fittings for the store are custom made. Walls, floor features and graphics were created solely for the San Sebastian de Los Reyes store, but can be easily recreated and adapted for future stores.
“Our design incorporates a highly efficient use of materials in a sleek urban setting,“ said João Carneiro, Storeage’s lead designer on the project. “For example, all floor fixtures have changeable elements to alter their look according to seasonal product deliveries.” Storeage managed the entire project from inception to installation.

Detail – educational graphics communicating the performance features of Under Armour’s products; clear and easy category signage

4 X 55” Video wall displaying Under Armour’s latest ads and performance videos

Media enquiries:
Maria Englund
+31 (0)20 422 9520
+31 (0)6 504 33 807

Storeage is an international retail design agency that embraces diversity. We like to think of design as a sport. It’s a team effort with one mutual goal – to score results. While our minds are set on winning the game, our journey there matters. While our minds are set on winning the game, our journey there matters. We value a hands-on, collaborative approach and believe in always challenging ourselves to deliver fresh, innovative and effective creative. We tailor solutions to each and every client from the beginning to the final whistle.

Under Armour® (NYSE: UA) is a leading developer, marketer, and distributor of branded performance apparel, footwear, and accessories. The brand’s moisture-wicking synthetic fabrications are engineered in many different designs and styles for wear in nearly every climate to provide a performance alternative to traditional natural fiber products. The Company’s products are sold worldwide and worn by athletes at all levels, from youth to professional, on playing fields around the globe. The Under Armour global headquarters is in Baltimore, Maryland, with European headquarters in Amsterdam’s Olympic Stadium,
and additional offices in Denver, Hong Kong, Toronto, and Guangzhou, China.
For further information, please visit the Company’s website at

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