Under Armour’s Experiential Pop-Up Store in Paris: Testing the French Market

Under Armour has built its reputation on performance-driven sportswear and a strong connection with athletes and training culture. As the brand expanded internationally, temporary retail became a valuable way to introduce its products and identity to new audiences.

In Paris, Under Armour launched an experiential pop-up store designed to showcase its training philosophy while allowing visitors to interact with the brand in a physical environment. The activation brought together Under Armour, lifestyle platform Savly and sports nutrition brand Myprotein to create a space dedicated to fitness, community and product discovery.

Pop-up stores have become an increasingly popular strategy for athletic brands looking to enter new markets or generate buzz around their products. You can explore more examples in our guide to how sportswear brands use pop-up stores and across different sectors in our overview of pop-up shop strategies by industry.

Bringing Under Armour’s Training Culture to Paris

The Paris pop-up store was designed as an immersive environment focused on training and performance.

Rather than functioning as a traditional retail shop, the space allowed visitors to discover Under Armour’s products through interactive experiences and challenges. Fitness enthusiasts could explore the brand’s training collections while engaging with the community around the brand.

The pop-up also highlighted Under Armour’s #IWILL campaign, which celebrates determination and athletic achievement. Two challengers selected through a competition were coached by fitness influencers Justine Gallice and Thibault Geoffray, following a dedicated training and nutrition program.

By integrating storytelling and real-life training experiences into the store environment, the activation helped bring Under Armour’s brand values to life.

Why Pop-Up Stores Help Brands Test New Markets

For Under Armour, the Paris pop-up store served as an opportunity to introduce the brand to a market where it had limited physical presence.

Temporary retail allowed the brand to meet customers, increase awareness and test how its products resonated with the local audience.

As the team explained, the goal was to create a space where people could discover the brand and experience the products firsthand before the company expanded further into permanent retail locations.

Pop-up stores are particularly useful for international brands exploring new markets because they provide valuable insights into customer behaviour and demand.

Choosing the Right Retail Location

Location played a key role in the success of the activation.

The pop-up store was situated in central Paris near Châtelet and Rue de Rivoli, one of the city’s busiest retail areas. With strong foot traffic and easy access via the metro, the space provided maximum visibility for the brand.

The store itself was divided into two areas.

The main floor presented Under Armour’s product collections and brand storytelling, while the basement hosted interactive sports challenges where visitors could participate and win prizes.

This layout transformed the store into an engaging environment where visitors could interact with the brand rather than simply browse products.

Blending Physical Retail With Digital Commerce

Interestingly, the pop-up store focused primarily on brand discovery rather than direct retail sales.

Instead of purchasing items directly in the store, visitors could explore the products and place orders digitally through tablets. This approach allowed the brand to create an immersive physical experience while still directing purchases through its online platform.

By combining physical engagement with digital purchasing, the pop-up store reflected the growing importance of omnichannel retail strategies in the sportswear industry.

Communication and Collaboration Behind the Launch

A strong communication strategy helped generate excitement around the activation.

Under Armour promoted the event through its own digital channels as well as through the platforms of its partners and influencers involved in the campaign.

The brand also hosted a launch event for the press and organised interactive challenges and giveaways in the store to attract visitors and generate buzz.

Collaboration between the participating brands was a key element of the project’s success. By aligning their messaging and goals, Under Armour, Savly and Myprotein were able to present a unified experience that connected sports performance with lifestyle culture.

Launch Your Own Pop-Up Store

Pop-up stores offer brands a powerful way to introduce products, test new markets and create memorable brand experiences.

Explore available pop-up shop spaces in Paris to find the right location for your next activation.