Under Armour – armour plated digitail experience in Shibuya, Tokyo

Under Armour , founded in 1996 and projected to do more than $2B in sales this year, likes to do things differently. Recently, I chronicled the very original Under Armour storytailing concept in Shanghai, where it’s more story than store. I wasn’t … Continue reading

Storytailing à la Under Armour in Shanghai – 80% story and 20% store

During my visit to Shanghai, I visited the brand new Jing An Kerry shopping mall, situated in prime real estate downtown.  On the 4th floor, Under Armour has opened an innovative shop, truly not like others.  Storytailing: a true execution where … Continue reading