{"id":10493,"date":"2026-03-09T18:54:02","date_gmt":"2026-03-09T18:54:02","guid":{"rendered":"https:\/\/www.thestorefront.com\/mag\/?p=10493"},"modified":"2026-04-02T16:46:39","modified_gmt":"2026-04-02T16:46:39","slug":"under-armour-pop-up-store-conquering-french-market","status":"publish","type":"post","link":"https:\/\/www.thestorefront.com\/mag\/under-armour-pop-up-store-conquering-french-market\/","title":{"rendered":"Under Armour\u2019s Experiential Pop-Up Store in Paris: Testing the French Market"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_73 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.thestorefront.com\/mag\/under-armour-pop-up-store-conquering-french-market\/#Bringing_Under_Armours_Training_Culture_to_Paris\" title=\"Bringing Under Armour\u2019s Training Culture to Paris\">Bringing Under Armour\u2019s Training Culture to Paris<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.thestorefront.com\/mag\/under-armour-pop-up-store-conquering-french-market\/#Why_Pop-Up_Stores_Help_Brands_Test_New_Markets\" title=\"Why Pop-Up Stores Help Brands Test New Markets\">Why Pop-Up Stores Help Brands Test New Markets<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.thestorefront.com\/mag\/under-armour-pop-up-store-conquering-french-market\/#Choosing_the_Right_Retail_Location\" title=\"Choosing the Right Retail Location\">Choosing the Right Retail Location<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.thestorefront.com\/mag\/under-armour-pop-up-store-conquering-french-market\/#Blending_Physical_Retail_With_Digital_Commerce\" title=\"Blending Physical Retail With Digital Commerce\">Blending Physical Retail With Digital Commerce<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.thestorefront.com\/mag\/under-armour-pop-up-store-conquering-french-market\/#Communication_and_Collaboration_Behind_the_Launch\" title=\"Communication and Collaboration Behind the Launch\">Communication and Collaboration Behind the Launch<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.thestorefront.com\/mag\/under-armour-pop-up-store-conquering-french-market\/#Launch_Your_Own_Pop-Up_Store\" title=\"Launch Your Own Pop-Up Store\">Launch Your Own Pop-Up Store<\/a><\/li><\/ul><\/nav><\/div>\n<div id=\"bsf_rt_marker\"><\/div>\n<p>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.<\/p>\n\n\n\n<p>In Paris, <a href=\"http:\/\/underarmour.com\/\" class=\"ek-link\"><strong>Under Armour<\/strong><\/a> 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.<\/p>\n\n\n\n<p>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 <a href=\"https:\/\/www.thestorefront.com\/mag\/sport-sportswear-pop-up-store-examples\/\">how sportswear brands use pop-up stores<\/a> and across different sectors in our overview of <a href=\"https:\/\/www.thestorefront.com\/mag\/pop-up-shop-strategies-by-industry\/\" class=\"ek-link\"><strong>pop-up shop strategies by industry<\/strong><\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Bringing_Under_Armours_Training_Culture_to_Paris\"><\/span>Bringing Under Armour\u2019s Training Culture to Paris<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><a href=\"https:\/\/www.thestorefront.com\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2026\/03\/pop-up-store-4.jpg\" alt=\"Under Armour Pop up Paris\" class=\"wp-image-10498\" style=\"width:690px;height:auto\"\/><\/a><\/figure>\n\n\n\n<p>The Paris pop-up store was designed as an immersive environment focused on training and performance.<\/p>\n\n\n\n<p>Rather than functioning as a traditional retail shop, the space allowed visitors to discover Under Armour\u2019s products through interactive experiences and challenges. Fitness enthusiasts could explore the brand\u2019s training collections while engaging with the community around the brand.<\/p>\n\n\n\n<p>The pop-up also highlighted Under Armour\u2019s <strong>#IWILL campaign<\/strong>, 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.<\/p>\n\n\n\n<p>By integrating storytelling and real-life training experiences into the store environment, the activation helped bring Under Armour\u2019s brand values to life.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_Pop-Up_Stores_Help_Brands_Test_New_Markets\"><\/span>Why Pop-Up Stores Help Brands Test New Markets<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><a href=\"https:\/\/www.thestorefront.com\"><img decoding=\"async\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2026\/03\/pop-up-store-5.jpg\" alt=\"the Paris pop-up store introducesthe brand to a market where it had limited physical presence.\" class=\"wp-image-10499\" style=\"width:696px;height:auto\"\/><\/a><\/figure>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>Temporary retail allowed the brand to meet customers, increase awareness and test how its products resonated with the local audience.<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>Pop-up stores are particularly useful for international brands exploring new markets because they provide valuable insights into customer behaviour and demand.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Choosing_the_Right_Retail_Location\"><\/span>Choosing the Right Retail Location<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><a href=\"https:\/\/www.thestorefront.com\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2026\/03\/pop-up-store-6.jpg\" alt=\"the pop up store was located in one of the city\u2019s busiest retail areas\" class=\"wp-image-10500\" style=\"width:750px;height:auto\"\/><\/a><\/figure>\n\n\n\n<p>Location played a key role in the success of the activation.<\/p>\n\n\n\n<p>The <a href=\"https:\/\/www.thestorefront.com\/project\/pop-up-store-rental\" class=\"ek-link\">pop-up store<\/a> was situated in <strong><a href=\"https:\/\/www.thestorefront.com\/search\/paris\/1er-75001\/chatelet-les-halles\/retail\" class=\"ek-link\">central Paris near Ch\u00e2telet and Rue de Rivoli<\/a><\/strong>, one of the city\u2019s busiest retail areas. With strong foot traffic and easy access via the metro, the space provided maximum visibility for the brand.<\/p>\n\n\n\n<p>The store itself was divided into two areas.<\/p>\n\n\n\n<p>The main floor presented Under Armour\u2019s product collections and brand storytelling, while the basement hosted interactive sports challenges where visitors could participate and win prizes.<\/p>\n\n\n\n<p>This layout transformed the store into an engaging environment where visitors could interact with the brand rather than simply browse products.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Blending_Physical_Retail_With_Digital_Commerce\"><\/span>Blending Physical Retail With Digital Commerce<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><a href=\"https:\/\/www.thestorefront.com\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2026\/04\/pop-up-store.jpg\" alt=\"The pop up blended digital with physical\" class=\"wp-image-10497\" style=\"width:714px;height:auto\"\/><\/a><\/figure>\n\n\n\n<p>Interestingly, the pop-up store focused primarily on <strong>brand discovery rather than direct retail sales<\/strong>.<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>By combining physical engagement with digital purchasing, the pop-up store reflected the growing importance of omnichannel retail strategies in the sportswear industry.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Communication_and_Collaboration_Behind_the_Launch\"><\/span>Communication and Collaboration Behind the Launch<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><a href=\"https:\/\/www.thestorefront.com\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2026\/04\/pop-up-store-1.jpg\" alt=\"Under Armour generated excitement around the activation\" class=\"wp-image-10495\" style=\"width:674px;height:auto\"\/><\/a><\/figure>\n\n\n\n<p>A strong communication strategy helped generate excitement around the activation.<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>Collaboration between the participating brands was a key element of the project\u2019s 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.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Launch_Your_Own_Pop-Up_Store\"><\/span>Launch Your Own Pop-Up Store<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Pop-up stores offer brands a powerful way to introduce products, test new markets and create memorable brand experiences.<\/p>\n\n\n\n<p>Explore available <strong><a href=\"https:\/\/www.thestorefront.com\/search\/paris\/retail\" class=\"ek-link\">pop-up shop spaces in Paris<\/a><\/strong> to find the right location for your next activation.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Under Armour launched an experiential pop-up store in Paris to introduce its training culture and connect with customers in the French sportswear market.<\/p>\n","protected":false},"author":19,"featured_media":10496,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"qubely_global_settings":"","qubely_interactions":"","content-type":"","inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"disabled","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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Kerbrat","author_link":"https:\/\/www.thestorefront.com\/mag\/author\/ak\/"},"qubely_comment":0,"qubely_category":"<a href=\"https:\/\/www.thestorefront.com\/mag\/category\/success-stories\/\" rel=\"category tag\">Success Stories<\/a> <a href=\"https:\/\/www.thestorefront.com\/mag\/category\/success-stories-france\/\" rel=\"category tag\">Success Stories France<\/a>","qubely_excerpt":"Under Armour launched an experiential pop-up store in Paris to introduce its training culture and connect with customers in the French sportswear market.","_links":{"self":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/posts\/10493","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/users\/19"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/comments?post=10493"}],"version-history":[{"count":0,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/posts\/10493\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/media\/10496"}],"wp:attachment":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/media?parent=10493"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/categories?post=10493"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/tags?post=10493"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}