The Armoury at Champs Sports

The Armoury at Champs Sports

Under Armour has unveiled its newest retail presence after teaming up with one of the largest mall-based specialty athletic footwear and apparel retailers in the US to launch a premium store-within-a-store concept.

The first Armoury at Champs Sports will open later this month at the Champs Sports store in The Mall in Columbia in Columbia, Maryland – the same state as Under Armour's Baltimore headquarters.

The new retail space will feature all of Under Armour's best and most innovative footwear, apparel and accessories, as well as offering exclusive Under Armour product and athlete appearances.

"The Armoury at Champs Sports gives us the opportunity to showcase the breadth of Under Armour's product line and tell its story in a single, cohesive context," explains Bryon Milburn, president and CEO, Champs Sports, adding: "We believe it will deepen customer loyalty and appreciation for both partners."

Champs Sports, part of Foot Locker Inc, operates more than 540 stores are located throughout the United States, Puerto Rico and Canada.