Champs Sports® and Under Armour® Launch Premium Store-Within-a-Store Concept


Champs Sports and Under ArmourLOGOThe ARMOURY at Champs Sports to debut at The Mall in Columbia (Md.) this month

Champs Sports, one of the largest mall-based athletic footwear and apparel retailers in North America, is elevating its popular customer-centric We Know Game proposition by collaborating with Under Armour to launch The ARMOURY at Champs Sports®. This is the first-of-its-kind, premium store-within-a-store and will open later this month at the Champs Sports store in The Mall in Columbia in Columbia, Md. — right in the backyard of Under Armour’s Baltimore headquarters.

The ARMOURY at Champs Sports will serve as the premiere destination in the region for legions of Under Armour brand enthusiasts, featuring all of Under Armour’s best and most innovative footwear, apparel, and accessories. Within this unique retail space, consumers also will be provided special access to exclusive Under Armour product and athlete appearances.

“Under Armour has earned a loyal and dedicated following among our customers over the last decade, so we are very excited to collaborate through this innovative retail offering,” said Bryon Milburn, President and CEO, Champs Sports. “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. We believe it will deepen customer loyalty and appreciation for both partners.”

“This is a pinnacle collaboration for Under Armour as we unveil our newest retail presence with Champs Sports,” said Matt Mirchin, President, North America, Under Armour. “The Armoury at Champs Sports will deliver a unique and fully immersive Under Armour experience for consumers and brand fans that will continue to drive our mission to make all athletes better, while providing access to the latest and most innovative UA gear.”

Grand opening events at the Champs Sports store in The Mall in Columbia are scheduled for Saturday, June 27, and Sunday, June 28. The weekend will feature professional athlete appearances, giveaways, a live radio remote, and more.

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