# The giant leap in sports retail that sees Under Armour plant its flag in the heart of São Paulo

The high-performance apparel and footwear giant opens its first Brand House in the country in São Paulo, crowning a cycle of strong expansion in which its Brazilian operation has tripled in size.

- Section: Business
- Published: November 6, 2026
- Address: https://ceoone.com.br/en/article/the-giant-leap-in-sports-retail-that-sees-under-armour-plant-its-flag-in-sao-paulo
- Em português: https://ceoone.com.br/artigo/o-salto-gigante-no-varejo-esportivo-que-faz-a-under-armour-fincar-sua-.md

![Front of an Under Armour store with the brand's sign above the glazed entrance and a sculpture on the pavement](https://pub-b80e49b2737940b3ab5d3f20d0578192.r2.dev/artigos/o-salto-gigante-no-varejo-esportivo-que-faz-a-under-armour-fincar-sua--foto.webp)

Photo: kosoff/Adobe Stock

## Key points

- Under Armour has opened its first Brand House in Brazil, in São Paulo.
- The opening follows a period in which the brand's Brazilian operation tripled in size.
- The store's range runs from accessories at around R$ 199 to footwear and jackets costing more than R$ 1,800.

Under Armour has just taken a historic step in its journey in the Brazilian market. The American sportswear brand has opened the doors of its first Brand House in Brazil, choosing São Paulo as the strategic stage for the venture. The move consolidates a fast-paced phase for the company in the country, following hard on the heels of strong growth that has seen the size of its Brazilian operation triple in recent times.

## Immersive architecture and the global retail concept

Located at one of the most sought-after retail addresses in São Paulo, the new concept store was designed to deliver an immersive, complete experience to the high-performance consumer. The space brings together the brand's most advanced lines for running, training and basketball, combining cushioning technologies with high-compression fabrics. The setting relies on modern visual elements, digital connectivity and exclusive try-out areas for athletes and sports enthusiasts.

## Business strategy and expansion in the Brazilian market

Opening its own store signals the brand's maturity and its long-term bet on the country's fitness and sports ecosystem. Alongside distribution through e-commerce platforms and partner multi-brand retailers, the Brand House acts as the main hub for spreading the company's DNA, allowing direct contact with the sporting community and strengthening brand engagement. The product range in São Paulo spans from entry-level accessories at around R$ 199 to technical footwear and high-performance jackets costing more than R$ 1,800.

The investment in São Paulo reinforces Brazil's position as one of the brand's priority markets in Latin America, uniting technical innovation in apparel with the vigour of bricks-and-mortar retail.

## Sources and editorial notes

- Reference reporting and publications: Meio & Mensagem, Exame Bússola and Forbes Brasil.
- Sources interviewed and institutions cited: Under Armour Brasil, Vulcabras (exclusive distributor) and sports retail executives.

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