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Under Armour (UA) is all about performance. When the sporting apparel company decided to shift its operating model from wholesale to direct to consumer, it needed to make a strong brand statement externally while keeping an eye on its operations internally.

Business Challenge

With a shift in its operating model, UA needed to develop a retail brand strategy — demand for performance apparel was at an all time high. Together, UA and Big Red Rooster developed two prominent flagships to maximize brand expression in addition to standardizing a store design that could consistently be implemented throughout the brand’s 1,000 retail stores.


To ensure consistency and operational efficiency across the board when rolling out UA’s 1,000 store, we developed the UA Locker Room, a user-friendly, secure website that consolidates brand standards and assets for UA design, visual merchandising, marketing, and operations teams into a single accurate and up-to-date resource.

The Chicago Flagship store was recognized as 2015 Store of the Year by design:retail and the Boston Flagship store was touted as 2016’s largest Brand House opening.

“Big Red Rooster was able to bring us together as a global organization to quickly show progress on global standards for all parts of the business, from retail design and merchandising, to marketing, operations and HR.”


Tom Walsh – VP Global Store Development, Under Armour

Interested in learning more about this project and other work? Get in touch


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