New UA EMEA HQ facility

Under Armour Celebrates New EMEA HQ

Amsterdam Facility Represents Commitment to Brand Growth Across Europe, the Middle East and Africa

Following the 2017 opening of a flagship store on Amsterdam’s prestigious shopping street, the Kalverstraat , Under Armour is opening a new EMEA headquarters, located in the Citroën Building in the city’s Olympic District. The HQ contains office space for over 200 employees across all central functions – including Sales, Marketing, Supply Chain, Human Resources, Finance and IT – as well as showrooms for retail partners. 


The launch was attended by UA founder and CEO Kevin Plank, UA President Patrik Frisk, EMEA SVP and Managing Director Massimo Baratto, and athletes Yusra Mardini and James Haskell. Swimmer Mardini took to the stage for a Q&A where she shared her inspirational journey from refugee to Olympic athlete, while England rugby player Haskell, who had earlier led a special workout for staff, discussed his training philosophies.  


"We're thrilled to have opened this fantastic space. Innovation is at the heart of what we do, and it's important that our new home reflects that ethos and inspires everybody who works here. It's a very exciting time for Under Armour, and this new HQ will set us up to continue growing the brand across Europe, the Middle East and Africa."

Massimo Baratto, Senior Vice President/Managing Director EMEA, Under Armour

With 2018 revenue growth of 25 percent, Under Armour continues to demonstrate commitment to growth in the region through partnerships with top athletes and clubs. Some of the brand’s strategic partnerships include World Heavyweight Boxing Champion Anthony Joshua and double Olympic Gold Medalists Teddy Riner (Judo, France), Jade Jones (Taekwondo, Great Britain), and Marcel Hirscher (Alpine Skiing, Austria). The brand also has partnerships in football with internationals Memphis Depay, Trent Alexander-Arnold and Granit Xhaka, and clubs Southampton FC, Lokomotiv Moscow, St Pauli and AZ Alkmaar, as well as in rugby with the Welsh Rugby Union, ASM Clermont Auvergne and Wasps Rugby.