The first Under Armour retail store in Singapore launched on Thursday evening, with multiple celebrities and Singaporean athletes making an appearance.

Allan Wu hosted the grand opening at the Orchard Gateway Mall. Randall Tan, accompanied by the philanthropic running group the Yellow Fellows along with Wong Li Lin of Loopz Fitness turned up to lend their support.

Singaporean athletes Saiyidah Aisyah, National Rower, Daniel Marc Chow, National Rugby Captain, and Royston Wee of Impact MMA also made an appearance.

Orchard Gateway Store Showcases Hero Zone & More

The Under Armour store at Orchard Gateway employs the region’s first ever store concept. The store’s interiors of wood, steel walls and bolts evoke an industrial and gym atmosphere while other store elements will reflect the high energy of Under Armour – an echo to the brand’s signature ethos of gritty determination, passion and intensity.

Michael Binger, Chief Executive Officer and co-founder of Triple (the exclusive distributor of Under Armour in Southeast Asia), adds,

“For many athletes in Singapore and Southeast Asia, the store will be their introduction to the brand. We have crafted a provocative yet relevant experiential concept for the Orchard Gateway store that once the customer steps into the store, he or she will fully experience what it means to be athletic or an athlete; and most importantly, what it means to be part of the Under Armour community. It is our way of speaking directly to our consumers and to create meaningful relationships that will last for years to come.”

With a statuesque Under Armour logo situated at the storefront, the retail store features a Hero Zone built to showcase key products and its stories. A footwear zone will be dedicated to housing some of the brand’s most innovative footwear. Aimed to create an immersive experience for shoppers, the store will also feature multidimensional short films to provide information and showcase Under Armour’s athletes.

Introducing the Under Armour Speedform RC

Launched in conjunction with its Spring Summer 2014 Collection of menswear, womenswear, footwear and accessories, the store will introduce Under Armour Speedform RC – the revolutionary running shoe that employs the world’s first seamless heel cup.

Manufactured in a bra factory and paired with the material innovation of a bra, the shoe is built to clothe the athletes’ foot to provide an ultimate precision fit experience for runners.

The SS14 collection will include menswear and womenswear apparels featuring innovative UA technology such as HeatGear® Sonic, Heatgear® Flyweight, Coldblack®, UA Tech™ and Compression range. Menswear to includes, men’s training, baselayers, combine training, running, golf and footwear. The womens wear range will also include training, running, UA’s studio line, UA Studio & UA StudioLux® and the Armour Bra powered by Under Armour.

Singapore, Philippines and Beyond

Exclusive distributor Triple Private Limited also opened the second Southeast Asian Under Armour retail store also opened earlier on the same day, at Fort Bonifacio High Street in Manila Philippines. Triple Private Limited are also planning to open an omni-channel e-commerce service, which will be served out of Singapore across the ASEAN region in Q4 2014. Expansion will continue in Malaysia, Thailand and Indonesia in 2015 followed by Vietnam and Cambodia.

Under Armour retail stores are now officially open in Southeast Asia, with the Singapore branch located in Orchard Gateway Mall, and the Philippines branch at Fort Bonifacio High Street in Manila. Product price ranges from S$12 to S$199.