Why Athletic Brands Are Turning To Retail Theater In Emerging Markets
Under Armour houses a panoramic film experience inside a retail outlet to connect with savvy Chinese shoppers.
Sports clothing retailers are experimenting to capture the imagination of consumers in-store. Many of these initiatives are multi-sensory experiences and installations built around a product or brand to create an emotional bond with consumers. You may recall Sephora’s Sensorium or Nike’s Hyperfeel as examples. Under Armour underwent a similar feat for the launch and digitalization of their retail outlet in Shanghai.