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Under Armour Opens a New Brand House at Melbourne Central


Derrick Narciso
Derrick Narciso
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Under Armour (UA) a global leader in sporting performance apparel, footwear and accessories has announced today it will continue its expansion plans in Australia with the opening of its seventh UA Brand House location. Melbourne Central will be home to the Baltimore-based sportswear giant’s new Melbourne Flagship store and will house the best of the brand’s signature innovations and collections.

The grand opening of Melbourne Central UA Brand House is scheduled for Thursday 17th November, at 6:00pm.

Located on 300 Lonsdale Street (Shop 042), the 277 sqm UA Brand House will be a fully immersive brand experience and showcase Under Armour’s latest men’s and women’s train, run, golf and basketball apparel and expanded selection of footwear including, UA HOVRTM, UA FLOW, Project Rock, Curry Brand, UA RUSHTM and UA Recover collections.


In tribute to Melbourne’s growing basketball and street culture, the Melbourne Central UA Brand House opening will coincide with the launch of the new Curry Flow 10 basketball shoe, including the hotly anticipated “Sour Then Sweet” colourway, that builds on the Sour Patch kids collection first debuted with the Curry 7.

Under Armour teamed up with local artist, Rory Lynch-Wells to create a series of murals at the Melbourne Central Brand House inspired by Under Armour’s local and global athletes that reflect the brands’ spirit and ethos.

“The opening of our flagship store in Melbourne Central is a major step forward in Under Armour’s strategic multi-channel expansion” said Fernando Reani, Managing Director, Under Armour Australia and New Zealand. “The brand is enjoying excellent momentum in the country; signaling a strong appetite and desire for technological and innovative sports performance solutions amongst our customers.”


Reani continues, “Our Melbourne Central Brand House represents one of Under Armour’s core values – athlete love; offering a range of collections and essentials catering to the spectrum of athletes’ need to train, compete and recover. We are excited to welcome customers to our seventh Australian Brand House and third location in Melbourne.’

To celebrate the grand opening of Melbourne Central UA Brand House, Under Armour will have a series of activities and offers planned for opening night, or while stocks last.

The Melbourne Central UA Brand House launch event will be hosted by former NBL Champion and Sports Broadcaster Peter Hooley who will lead a series of Q&A’s with Under Armour athletes and VIPs including Australian Footballer and two-time Olympian Chloe Logarzo, two-time Olympian and professional basketball player, Cayla George, UFC fighter Jimmy Crute and Australian professional boxer Micahel Zerafa.


All customers can enjoy their shopping experience with DJ and Triple J host Jade Zoe on the decks from 6:00pm – 9:00pm, free temporary tattoos and light refreshments provided.

Opening night is packed full of offers and giveaways including $100 to spend in store on the night for the first 50 customers to enter the doors. As a further incentive, UA will give customers a chance to win signed items by UA athlete Chloe Logarzo, special edition Curry Brand basketballs, and JBL x Project Rock Headphones.

The new Melbourne Central Under Armour Brand House is located at GD 042, 300 Lonsdale St, Melbourne VIC 3000 and will be open from

Monday-Wednesday: 10:00am – 7:00pm, Thursday – Friday: 10:00am – 9:00pm, Saturday and Sunday 10:00am-7:00pm.

Melbourne Central Brand House Grand Opening Event will be held on Thursday 17th November from 6:00pm – 9:00pm.

For more information on Under Armour and Melbourne Central Brand House, please visit and follow UA on Instagram.


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