Autor: Andrea Cheng
Under Armour has trailed behind larger rivals Nike and Adidas in recent years, failing to respond fast enough to the hot athleisure trend in the U.S., but it’s hoping the growing sports business in Asia and an expanding middle class will give its growth a jolt.
One example of its Asian ambition can be found in Taiwan. At one of its two-story flagship shops in Taipei, a sign at the entrance encouraged customers to download its MapMyRun digital fitness app, part of its bid to build a global fitness community and better study customer behavior for more personalized products and pitches. (To entice shoppers to download the app, they are offered a discount for Under Armour's new Hovr running shoes.) Inside the store, “sportstyle”—its answer to the fashion-focused athleisure trend—can be found alongside more performance-oriented categories such as running and training.
To be sure,