US sportswear giant Under Armor appoints distributor in India

In a move that marks a turning point in its strategy, the American sportswear major Under Armor has decided to appoint Underdog Athletics as the exclusive distributor and licensee of the brand in India. The licensed company said it would focus on building brand presence and would consider adding 10 stores per year. He also plans to launch Under Armor’s exclusive online store in India later this year.

Under Armour, known for its sports performance apparel, footwear and accessories, made a foray into India through a wholly owned subsidiary in 2019. It will now have a presence in India through its exclusive licensee and distributor , a model it is following in markets such as Japan and South Africa.

Tushar Goculdas, who previously ran Under Armor’s operations in India and oversaw the launch of the brand in the country, started Underdog Athletics.

Growth opportunity

Tushar Goculdas, MD, Underdog Athletics, said Activity area,” Previously, Under Armor operated as a subsidiary in India and the stores were run by partner retailers. Today, Underdog Athletics assumes the role of exclusive distributor and licensee of the brand and we will continue to work with the same group of retail partners. India presents a great growth opportunity for the Under Armor brand. Currently, there are 28 Under Armor stores in 18 cities nationwide.

“Given the retail landscape in India, we will focus on launching around 10 stores in India every year. We are launching new stores in Bangalore and Mumbai this week and hope to end the year with 35 stores,” he added. The stores will continue to be operated by franchisees.

The company said it will initially focus on building brand presence in the top 20-30 cities, including metros and Tier 1 cities. brand’s exclusive online store later this year to take full advantage of the potential of the online channel,” explained Goculdas.

Published on

April 19, 2022

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