Under Armour targets Europe

Sportswear brand Under Armour is setting its sights on Europe, with the announcement of a new office in Munich, and several new strategic partnerships in Germany as it looks to push forward with its aggressive global expansion plans.

The American sportswear brand isn’t as well known as say Nike and Adidas in the region and it is hoping that its move into Germany will help increase its presence in the region.

The first partnership is with Hamburg-based football team FC St Pauli, Under Armour has signed a multi-year official technical sponsorship deal. Starting in July 2016, the brand will design and outfit the club’s senior team and youth academy teams with match day and training kits.

President of International Charlie Maurath said: "Driving deeper growth in Germany and Austria is a pivotal component of our comprehensive international growth strategy. Through design, innovation and our Under Armour Connected Fitness platform we look forward to forging long-term relationships with athletes of every level in the region."

In addition, the sportswear brand has also signed a two-year extension as the official sponsors of the Austria Ski team, who will continue to be outfitted from head-to-toe in Under Armour performance training apparel, footwear and equipment.

The American brand has also signed individual sponsorship deals with a number of high profile German athletes including tennis player Dustin Brown, golfer Bernd Wiesberger, and beach volleyball team of Jonathan Erdmann and Kay Matysik as it looks to boost its profile.

The move is similar to its UK strategy some ten years ago, when it entered with a partnership with Tottenham football club, the Wales rugby team and tennis player Andy Murray.

The brand will also be backing up these partnerships with a boost to its retail presence with the launch of new shop-in-shops in four SportScheck stores, Germany’s largest multichannel sporting goods retailer, as of September in Munich, then in Berlin, Köln and Stuttgart.