In 2011, Under Armour (UA) marked its official entry into the Chinese market by establishing its first store in Shanghai. Since then, the US sportswear brand has experienced significant growth, currently boasting 836 stores across China, with a presence in 34 provinces and regions.
As of the second fiscal quarter of 2023, the Asia-Pacific region, encompassing China, witnessed a notable 3% year-over-year increase in sales for Under Armour. This expansion and positive sales performance underscore the brand’s successful penetration and acceptance in the Chinese market.
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Under Armour in China utilizes Douyin to target fitness enthusiasts
Under Armour strategically positioned its flagship stores across prominent Chinese e-commerce platforms such as Tmall, WeChat, JD.com, and Douyin (Chinese TikTok). During the 2023 Double Eleven shopping festival, a pivotal event in China’s e-commerce calendar, the US activewear brand ranked 19th in sales among sports brands on Tmall.
Capitalizing on the growing user base of Douyin, Under Armour redirected its focus towards Douyin e-commerce in 2023. During Douyin’s membership day, held from September 19 to September 28 of the same year, the brand collaborated with the short-video platform to release the new color variants Curry 11 Future Curry and Curry 2 Flotro.
In addition, Under Armour also partnered with various fitness KOLs and athletes to enhance brand visibility on Douyin. For example, after the start of the membership day, Zhang Zhilei, the super heavyweight boxing runner-up at the 2008 Beijing Olympics, conducted a live streaming from one of the Hangzhou Under Armour stores, sharing insights into his training regimen and daily life, contributing to a dynamic and interactive brand experience for Douyin users.
Physical stores become spaces to get consumers together and form communities
If the e-commerce platforms work for increasing product sales, Under Armour’s physical stores mainly aim to consolidate its brand image and create a unique shopping experience for consumers.
Since entering the mainland China market in 2011, the US activewear brand has prioritized community-building operations as a cornerstone of its strategy. Going beyond the conventional role of retail outlets, UA stores have transformed into dynamic hubs for organizing group activities in numerous cities. These community-focused initiatives aim to foster engagement and participation among local customers.
The brand’s commitment to building local communities is evident in the evolution of its stores. Many locations now feature dedicated gym areas that host a variety of sports classes, including sessions focused on lower limb strength training and core strength enhancement. These fitness classes not only serve as opportunities for skill development but also contribute to a sense of community well-being.
Furthermore, UA stores play a central role in organizing events like the UA STAR events. These events serve as unique opportunities for community members to come together, share experiences, and actively participate in the brand’s ethos.
Professional brand image made by products, service and celebrities
Under Armour’s mission at its establishment was to revolutionize sports gear by prioritizing superior moisture-wicking properties and ergonomic designs that accentuate athletes’ body contours, showcasing the essence of health. Vanessa Wang, head of marketing and digital for Under Armour in Asia Pacific, underscores the brand’s core values, emphasizing a commitment to “Performance” and professional sports as the foundation for market leverage.
Complementing their high-performance products, the US activewear brand offers online tools like UA HOUSE, a WeChat mini-program featuring fitness classes and offline events. This mini-program includes an AI physical test, enabling users to perform basic movements in front of their devices, capturing 23 key skeletal points for insights into endurance, core strength, flexibility, and cardiorespiratory fitness. The personalized results empower customers to choose fitness classes tailored to their needs, embodying UA’s dedication to performance excellence and individual well-being.
Celebrity endorsement plays an important role for the brand image and reputation. With celebrities like Dwayne Johnson, Under Armour has become a staple among fitness enthusiasts. In 2017, China’s Taekwondo champion Zhang Lanxin became the brand’s first Asian global ambassador for the women’s line, marking a strategic move to strengthen its presence in the Asian market. The brand has further diversified its athlete collaborations, teaming up with volleyball player Zhu Ting and mixed martial arts fighter Zhang Weili, broadening its appeal across sports and demographics.
Cultural fit and localization efforts: the use of Chinese culture elements
Under Armour is deepening its connection with Chinese consumers by seamlessly integrating elements of Chinese culture into its products. Notably, the Curry 7 sneakers stand out for their incorporation of traditional Chinese painting motifs and peonies, enhancing consumer favorability by blending global sports aesthetics with local artistic influences. In 2021, during the Year of the Ox, the brand demonstrated cultural resonance by unveiling a specially crafted Spring Festival short film, further solidifying its commitment to engaging with Chinese traditions and celebrations.
Chinese culture also plays a major role in shaping Under Armour’s store designs. The Hangzhou interactive flagship store features elements of Jiangnan architecture, such as arcade buildings and grey bricks. As the store’s opening neared the Year of the Ox, Under Armour invited domestic artists to create sports-themed graffiti using elements like “Ox”, “Run”, and “Victory”.
Under Armour in China targets white-collar women in higher-tier cities
As the number of female sports enthusiasts increases, sports brands are beginning to focus more on female consumers. In March 2023, Under Armour organized the inaugural Women’s College Football Tournament in Guangzhou. This event featured more than 70 matches and brought together over 500 female players from more than 20 universities. The tournament aimed to support these young women in pursuing their professional aspirations and opportunities for national team selection.
Additionally, the US brand has been running the “Sweat Beautifully” women’s sports exclusive events for over three years. The stated goal of such events is to inspire stronger, more independent urban women to draw energy from sports and achieve a better version of themselves.
On October 14-15, 2023, UA opened a pop-up flower shop on Anfu Road, Shanghai, where female sports enthusiasts could earn flowers by participating in fun sports challenges, such as high jump and cycling. The event also featured special photo areas and product displays for an interactive experience. Also, for the first time, the activewear retailer partnered with Shanghai Jiahui International Hospital, with health KOLs sharing insights on sports and breast health on-site, addressing attendee questions.
Performance, KOL marketing, and Guochao: Under Armour’s triumph in China’s sportswear market
- Under Armour successfully entered the Chinese market in 2011, boasting 836 stores across 34 provinces and regions, with a 3% year-over-year sales increase in the Asia-Pacific region in Q2 2023.
- Leveraging popular platforms like Tmall, WeChat, JD.com, and Douyin, the US activewear retailer ranked 19th in sports brand sales on Tmall during the 2023 Double Eleven festival, highlighting its e-commerce prowess.
- Its physical stores serve as community hubs, featuring dedicated gym areas and organizing events like the UA STAR, fostering engagement and participation among local customers.
- UA’s high-performance products are complemented by online tools like UA HOUSE, offering fitness classes and an AI physical test for personalized insights.
- Under Armour in China strategically targets the expanding female sports market with initiatives aimed to capture and cater to the increasing demand among women for athletic wear and experiences.
