Under Armour opens second retail store in the country
Filipino-American mixed martial arts fighter Brandon Vera leads the chain cutting ceremony of the new Under Armour store in SM Megamall. Rhoel Fernandez

IT'S not everyday you see a chain-cutting ceremony to inaugurate a brand-new store.

Just like the athletes in its market, Under Armour has not been afraid to challenge the status quo in the Philippines. Barely a few months after it opened its first-ever retail store in the country (and Southeast Asia), the US-based performance footwear and apparel brand opened of its new store in SM Megamall. 

Only a few minutes after the official opening (via bolt-cutters) of the Megamall store led by MMA fighter Brandon Vera and Under Armour executives, Carlos Maza, Under Armour's senior director for international new markets, told SPIN.ph that a third store (in UP Town Center) is soon to follow.

"There's a very aggressive expansion plan. There is a strong tie between the US and the Philippines. It is a very natural fit for the brand," Maza pointed out.  

The brand that 're-invented the t-shirt' 18 years ago hopes to continue its momentum in new locations to make them "closer to the athletes."

“Opening in Megamall is a natural step for the brand’s expansion in the Philippines,” said Maza. “The response to our brand from athletes in the Philippines has been tremendous and we look forward to increase our presence throughout the country.” 

Among the brand's endorsers are Stephon Curry of the Golden State Warriors, Olympic skier Lindesy Vonn, swimmer Michael Phelps, NFL quarterback Tom Brady and UFC fighter George St. Pierre. Local brand ambassadors include former Ateneo volleyball star Gretchen Ho and women's national team ace Natasha Alquiros.

As part of the event, Under Armour hosted the 'Celebrity Armour Assault' in the atrium where celebrity athletes competed in crossfit-inspired challenges. Capping the proceedings were an Amrap tireflip and burpees. Among the participants were footballer Armand del Rosario, ABS-CBN executive Ernie Lopez, commercial model John Hall, actresses Bubbles Paraiso and LJ Reyes, reality TV star Will Devon and Basketball TV host Jinno Rufino.     


Follow the writer on Twitter: @rhoelfernandez