Under Armour Brand House Gangnam Flagship
Seoul, South Korea

In 2017, Under Armour launched its first owned-and-operated flagship store in Seoul’s Gangnam District—marking a major milestone in the brand’s retail expansion across Asia, particularly beyond Greater China. This strategic entry into one of the region’s most influential retail hubs reinforced Under Armour’s premium positioning and elevated brand visibility in a district known globally for innovation, luxury, and trendsetting culture.

The 1,983-square-meter, two-story flagship was designed as an immersive, brand-defining environment. The concept integrated spatial planning, visual identity, in-store storytelling, and evergreen design elements tailored to Korean consumers. Key brand experience zones—dedicated to running, basketball, and golf—offered curated, category-specific journeys.

This flagship set a new standard for localized brand expression in Asia, highlighting Under Armour’s commitment to delivering a premium retail experience that brought its performance ethos to life and aligned with its global vision.

Located on one of Gangnam’s busiest commercial retail arteries, the Seoul flagship elevated Under Armour’s visibility in a district globally recognized for luxury and cultural influence. Storefront windows were curated to showcase the brand, highligh

Located on one of Gangnam’s busiest commercial retail arteries, the Seoul flagship elevated Under Armour’s visibility in a district globally recognized for luxury and cultural influence. Storefront windows were curated to showcase the brand, highlight key campaigns, and tell seasonal product stories.

In the APAC region, windows were updated every 3–4 weeks, making it essential to maintain clear sightlines—often through transparent glass façades—to attract foot traffic and create an inviting, open atmosphere.

In the APAC region, windows were updated every 3–4 weeks, making it essential to maintain clear sightlines—often through transparent glass façades—to attract foot traffic and create an inviting, open atmosphere.

With the shift to more open windows, digital displays at the entrance played a key role in attracting foot traffic and enhancing the store’s inviting atmosphere. Curated content delivered a dynamic first impression with seasonal campaigns, bold graph

With the shift to more open windows, digital displays at the entrance played a key role in attracting foot traffic and enhancing the store’s inviting atmosphere. Curated content delivered a dynamic first impression with seasonal campaigns, bold graphics, and compelling brand messaging.

Entry zones were designed to create a consistent customer journey by extending window messaging and showcasing seasonal campaigns or product launches to attract and engage shoppers.

Entry zones were designed to create a consistent customer journey by extending window messaging and showcasing seasonal campaigns or product launches to attract and engage shoppers.

Footwear played a vital role in both the brand's identity and its relevance within the region, prompting a strategic shift to move the footwear zone to the front of the store and establish it as a theatrical focal point. This repositioning was suppor

Footwear played a vital role in both the brand's identity and its relevance within the region, prompting a strategic shift to move the footwear zone to the front of the store and establish it as a theatrical focal point. This repositioning was supported by a redesigned retail presentation, including a new merchandising hierarchy aimed at simplifying the shopping experience and elevating the visual impact.

The updated approach introduced a flexible design system adaptable across categories and seasonal shifts. It employed strategic layouts, lighting, and bold visual elements to tell clear stories—highlighting key categories like Run and Stephen Curry’s

The updated approach introduced a flexible design system adaptable across categories and seasonal shifts. It employed strategic layouts, lighting, and bold visual elements to tell clear stories—highlighting key categories like Run and Stephen Curry’s SC30 product line. The clean, impactful design balances clarity with engaging storytelling, creating a cohesive and immersive retail experience at scale.

Athlete imagery was strategically placed throughout the store to support brand storytelling and enhance the in-store journey. Positioned along key sightlines, it guided wayfinding, anchored category zones, and struck a balance between emotional impac

Athlete imagery was strategically placed throughout the store to support brand storytelling and enhance the in-store journey. Positioned along key sightlines, it guided wayfinding, anchored category zones, and struck a balance between emotional impact and functional clarity.

In category zones, visual merchandising worked in parallel with athlete and product photography to showcase key seasonal styles, curated collections, and performance technologies through a cohesive system of dress.

In category zones, visual merchandising worked in parallel with athlete and product photography to showcase key seasonal styles, curated collections, and performance technologies through a cohesive system of dress.

Universal product illustrations were developed to communicate design features, integrated technologies, and fit characteristics, supporting consumer understanding of the complete system of dress.

Universal product illustrations were developed to communicate design features, integrated technologies, and fit characteristics, supporting consumer understanding of the complete system of dress.

End-use signage complemented athlete imagery and served as a wayfinding tool, helping customers navigate the retail journey by clearly communicating product purpose and performance intent.

End-use signage complemented athlete imagery and served as a wayfinding tool, helping customers navigate the retail journey by clearly communicating product purpose and performance intent.

An evergreen display system was designed and customized throughout the space to showcase product innovation, brand heritage, localization, pattern design, and athlete storytelling—ensuring the flagship store remained dynamic, relevant, and easily ada

An evergreen display system was designed and customized throughout the space to showcase product innovation, brand heritage, localization, pattern design, and athlete storytelling—ensuring the flagship store remained dynamic, relevant, and easily adaptable. “Protect This House” was more than a trademark — it served as a bold brand promise, brought to life in-store to reinforce Under Armour’s commitment to athletes.

As one of the brand’s pinnacle global athletes, Stephen Curry’s footwear line was showcased in a custom display highlighting key editions, themes, and colorways. Designed without relying on athlete imagery, it emphasized innovation and personal story

As one of the brand’s pinnacle global athletes, Stephen Curry’s footwear line was showcased in a custom display highlighting key editions, themes, and colorways. Designed without relying on athlete imagery, it emphasized innovation and personal storytelling, using LED-etched glass to silhouette the shoes and create a striking, informative entry into the basketball zone.

With golf’s rising popularity in the region, the Gangnam flagship introduced the interactive Drive the Game experience, featuring a state-of-the-art golf simulator. Central to the experience was the debut of Jordan Spieth’s first signature Under Armo

With golf’s rising popularity in the region, the Gangnam flagship introduced the interactive Drive the Game experience, featuring a state-of-the-art golf simulator. Central to the experience was the debut of Jordan Spieth’s first signature Under Armour golf shoe, supported by storytelling that highlighted his journey, performance insights, and role in the shoe’s design. The activation reinforced Under Armour’s commitment to innovation and authenticity in the sport.

To complement the simulator experience, the store's golf zone was transformed into a dynamic presentation that combined three-dimensional elements, technical graphics, visual merchandising, and photography to deliver layered storytelling and an immer

To complement the simulator experience, the store's golf zone was transformed into a dynamic presentation that combined three-dimensional elements, technical graphics, visual merchandising, and photography to deliver layered storytelling and an immersive brand experience. The design encouraged exploration and interaction, deepening the customer’s connection to both the product and the athlete story behind it.

Central to this zone was the debut of Jordan Spieth’s first Under Armour signature shoe, showcased through dynamic displays and graphics that highlighted design, technology, and the athlete's on-course stats from specific tournaments.

Central to this zone was the debut of Jordan Spieth’s first Under Armour signature shoe, showcased through dynamic displays and graphics that highlighted design, technology, and the athlete's on-course stats from specific tournaments.

Evergreen photographic and illustrative athlete imagery, paired with impactful quotes and three-dimensional elements, drove storytelling and added visual texture throughout key zones of the flagship store.

Evergreen photographic and illustrative athlete imagery, paired with impactful quotes and three-dimensional elements, drove storytelling and added visual texture throughout key zones of the flagship store.

Athlete messaging was positioned opposite the imagery to highlight personal stories of dedication to sport and performance.

Athlete messaging was positioned opposite the imagery to highlight personal stories of dedication to sport and performance.

Localization played a pivotal role in bringing the space to life by featuring region-specific brand athletes who resonated with the local audience.

Localization played a pivotal role in bringing the space to life by featuring region-specific brand athletes who resonated with the local audience.

Materials, textures, and lighting were thoughtfully selected to complement bold visuals and athlete storytelling.

Materials, textures, and lighting were thoughtfully selected to complement bold visuals and athlete storytelling.

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The "Big Logo" behind the cashwrap served as an evergreen fixture across all flagship locations, providing a clear visual cue for checkout navigation.

The "Big Logo" behind the cashwrap served as an evergreen fixture across all flagship locations, providing a clear visual cue for checkout navigation.

Credits

  • Leadership Team
    Luiz Andrade
    Senior Director, Consumer Experience Design

    Kristian Espinosa
    Director, Consumer Experience Design

    Design Team
    Claire Derbyshire
    Senior Manager, Retail Marketing Operations

    Nathan Grundhauser
    Design Director, Graphics

    Jeff Dudero
    Design Director, Environments

    Eric Duncan
    Senior Graphic Designer

    Justin Laskey
    Manager, Retail Marketing Operations

    Josh Sadowsky
    Senior Manager, Brand Voice & Copy

  • Leadership Team
    Matt Mol
    Senior Director, Visual Merchandising

    Tom Walsh
    VP, Store Design

    Sarah Wexler
    Director, Store Design

    Design Team
    Stephen Akerblom
    Lead, Store Design

    Patrick Dougherty
    Manager, Visual Merchandising

    Henry Ramirez
    Manager, Store Development

    Alexa Yoon
    Lead, Store Design

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