Eddie Nketiah Celebrates New Under Armour Partnership By Opening Latest Under Armour Brand House on Oxford Street
Nketiah joins Under Armour’s rapidly growing roster of football athletes that includes Trent Alexander-Arnold and Antonio Rüdiger, amongst others. The rising Arsenal goal scorer will wear Under Armour’s Shadow Pro boots on the pitch and Under Armour’s latest performance and sport style products off it.
The Oxford Street location is the latest in a series of successful Brand House openings following Westfield Stratford, Battersea Power Station and Liverpool ONE earlier in 2023. The store launch event saw TV presenter and Arsenal fan Nicole Holliday host a store Q&A session with Nketiah, who grew up playing football in London. They covered topics such as what it takes to become a professional athlete in London and his advice to other aspiring athletes in their journey to compete. This strongly resonated with the UA Next Athletes in the audience, many of whom are on their own paths to become Premier League footballers one day hopefully.
“It’s really exciting to partner with Under Armour, a brand who has a history of working with great athletes, who also share the same challenger mentality as me.
Eddie Nketiah, Professional Footballer for Premier League club Arsenal
"As a Londoner, who experienced first-hand what it takes to make it to the top of club football, I love what the brand is doing to help young athletes reach the peak of their performance through the UA Next London programme and I look forward to playing my part," said Eddie Nketiah.
“Eddie is a determined, hardworking young athlete, who is continually striving for more. As we look to inspire and engage with young team sports athletes in London, he is the perfect addition to our growing roster of football athletes and will be a great role model for the UA Next programme,” said Kara Trent, Managing Director EMEA at Under Armour.
The design of the Oxford Street store is inspired by the City of London and the iconic London Underground. Existing structural elements in the space are cladded with hand-crafted local tiles in black and white, with the brand logo applied to represent how Under Armour is strongly connected with London and its athletes.
Local artist Jim Vision contributed to the authenticity of this latest Brand House with beautifully hand-painted artwork. The three-piece shopfront captures the technicality of the brand through the precise grid linework alongside hand-painted Under Armour motifs. These motifs are layered with multimedia 3D elements and interwoven with team sports elements to enhance the design, creating a dynamic display of artistic expression and athletic inspiration.
The Oxford Street Brand House will carry the brand's iconic performance solutions that will solve problems and make athletes better. This spans their co-gender train, run, golf, and sportstyle apparel, including UA RUSH™, UA Baselayer, UA Meridian, UA Smartform, and footwear collections showcasing Under Armour's innovative technologies, UA HOVR™, and UA Flow.
