Under Armour, a U.S high-performance sportswear label is pleased to announce that its new Paragon outlet in Singapore, which was opened in end-April 2018, will set the direction for the upcoming lifestyle-focused collections. The store, which was Under Armour's sixth brand house in Singapore, marks continued investment in the country by Triple Pte. Ltd., the sports retailer that exclusively owns distributor rights for the Under Armour brand in Southeast Asia.
The new 2,204 square-foot space at Paragon boasts an optimised store layout to allow for an improved shopping experience. The Under Armour's "Performance Lifestyle" collection will mainly be at the new Paragon store.
"Performance Lifestyle" to a more "gym-to-street" sportswear
The "Performance Lifestyle" collection is one step further in Under Armour's push towards a "gym-to-street" approach in engineering its sportswear. The brand is currently focusing on evolving its trademark technology to build stretchy and lightweight performance fabrics that are also suitable for everyday wear.
The Chief Executive Officer of Triple Pte. Ltd., Michael Binger said,
Under Armour aims to constantly innovate and adapt creatively to meet consumers’ evolving interests and needs. What consumers want now is high-grade sportswear with advanced technology that takes them in and out of the gym. Selected capsules of the upcoming collections will reflect this new direction at Paragon, home to savvy and fashionable shoppers who seek the best of both worlds.
Where will the Fall/Winter 2018 be located at
As Under Armour launch its Fall/Winter 2018 lineup later this year, the new Paragon will the main place of the "Be Seen" collection - a key highlight in the Performance Lifestyle category. In addition, the Paragon will exclusively feature a new line of training apparels that is catered to youth and a special basketball shoe release that is sure to spread happiness to fans across Singapore. Followers of Under Armour's unique collaboration with Misty Copeland can look forward to a brand new limited edition collection, which is set to arrive at Paragon before anywhere else.
The Paragon store follows the launch of Under Armour's Orchard Central outlet in April 2017 and signifies Triple's commitment to continue growing its retail presence in Singapore.
Binger also said,
While we have gained recognition in the retail industry for our growth and profitability this year, we still have our eyes set on our goal of expanding our presence across Southeast Asia and all distribution channels. Singapore’s sophisticated consumer landscape presents an exciting opportunity to introduce a gamut of innovative offerings as we extend into the fast growing category of athleisure.
The new store joins Triple's portfolio of Under Armour outlets at Collyer Quay, Tampines One, Bugis Junction, VivoCity and Orchard Central. Located at 290 Orchard Road, #04-34 and operates from 10 a.m. until 9.30 p.m. daily.