Dive Summary:

• Athletic apparel company Under Armour will open a new Under Armour Experience store in Shanghai hoping to increase global revenues.
• The location will showcase a wrap-around video experience providing shoppers a highly-immersive and unique store concept.
• Next door, Under Armour will operate another store location featuring retail merchandise.

Dive Insight:

Through the unique store concept, Under Armour will introduce consumers to the brand through its immersive video experience, and then lure them into walking next door to make a purchase. Under Armor currently operates five locations inside China, with three additional locations planned for 2013.