Under Armour's Latest AI-Enhanced Dubai Flagship Boosts Your Retail Experience

Its most interactive store to date.

Fashion 
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Under Armour unveils its latest flagship store located in The Dubai Mall, serving as its largest and most technologically advanced retail space in the region.

Spread across a dedicated floor, the latest store boasts 1,300 sqm built to merge the physical and digital retail experience. Its immersive activations, many of which debut in the region for the first time, includes the brand’s advanced “3D Foot Scanner”. Using AI to create a 360-degree scan of your feet, store staff are on hand to source the perfect shoe to meet your needs, whether it be for high-performance training or everyday comfort. The “Pick and Learn” system also gives customers access to Under Amour’s full range of footwear, allowing them to compare size, fit and price in one place before making a purchase.

Possessing a brand built on making fitness accessible to all using technology-driven solutions, the latest flagship allows users to access a range of customised workouts via touch screens throughout the store. As well as checking out fitness routes on a 3D interactive map of Dubai in real-time, users can unlock exclusive training programmes to help burn calories with the ability to connect and download them directly onto their devices.

An Under Armour Chill Out Lounge concludes the customer experience, equipped with a charging station and interactive hologram map of Dubai, it offers a perfect place to browse the store’s collection in a relaxed environment. As well as the vast selection of stock, the store will also house Dubai-exclusive collections including Project Rock apparel, Iso-Chill Running and Training gear. Speaking on the significance of the latest flagship, Vice President for Under Armour Middle East Lee Devon says, “Under Armour’s new location in The Dubai Mall is a fitness destination that will expertly meet the needs of all our customers in a modern, state-of-the-art and immersive environment.”

For further information on the Under Armour flagship store in The Dubai Mall, check out the brand’s website.

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