Under Armour in South Africa, proudly announces the launch of its newest Icon Brand House in Johannesburg’s key location, Sandton City. This expansion underscores the brand's commitment to providing unparalleled experiences and innovative products for athletes both on and off the field.


The Icon Brand House showcases Under Armour's BCC EVO (Brand House City Concept Evolution) concept, featuring the largest floor space for the brand in South Africa, spanning over 344 square meters. With advanced digital displays through LED screen technology, the store highlights key touchpoints that emphasize Under Armour's ethos of innovation and performance.

Designed with soft architectural curves, the Sandton City store creates an inviting atmosphere, encouraging consumers to explore the latest in athletic wear and gear. Local illustration artist Sinenhlanhla Chauke's hand-drawn illustrations add a touch of local flavor to the interior, showcasing South Africa's rich culture and heritage through sport.

Brent Collinicos, General Manager at Apollo Brands, expressed pride in the team for bringing this vision to life, stating, “This renowned retail location represents our dedication to delivering an exceptional retail experience to our valued consumers and athletes. We are thrilled to show up in a stronger way."

The grand opening was marked by Collinicos delivering a spectacular free kick that shattered a glass door, symbolically embodying the innovation and audacity of the Under Armour brand.

Brent Venter, Head of Retail for Apollo Brands, highlighted the store's innovative features, including a technologically advanced LED storefront, a curved footwear wall, and a transparent LED screen—a first for South Africa. Smart fitting rooms equipped with RFID technology enhance shopper convenience, while a striking 3D printed relief map of the Johannesburg skyline adds both artistic appeal and functional guidance.

The store's design pays homage to its South African roots, featuring exclusive artwork and a dedicated "chill" area with fabrics inspired by local designs. Top-performing Under Armour sponsored athletes attended the launch event, offering shoppers a unique opportunity to meet some of South Africa's premier sports talents.

The Brand House offers an extensive selection of Under Armour's latest seasonal merchandise, including Warm and Mega Warm Cold Weather running shoes, Machina Storm, HOVR 3 SE, Infinite Pro series, Cold Weather training gear, and the Unstoppable range.

To make the launch memorable, the first 50 shoppers received exclusive Under Armour printed T-shirts or tote bags, providing them with a memorable takeaway from their shopping experience.




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