Under Armour

Piazza Gae Aulenti, the first Under Armour shop in Milan

In the year of 1996, the Maryland University Football team captain, Kevin Plank, decided to create an innovative t-shirt using a moisture-wicking fabric in his grandmother’s basement inspired by his “sweat proof” compression shorts. This first product was Under Armour foundation stone. 20 years after Under Armour reached the top of US sports apparel brands, and then decided to expand to Europe.

Gae Aulenti, interiors, welcome zone

Under Armour has a bold plan to increase awareness among European customers, through a massive investment in retail channels, and one of the key countries to achieve this goal it’s Italy. In 2016 Quadra Display was selected by Under Armour after a comprehensive analysis of local suppliers to be the exclusive partner of Plank’s company in its mission in the Italian retail market.

Gae Aulenti, cash desk

Orio al Serio, cash desk

Quadra was responsible for the two first stores of the brand in Italy. The first one in Orio Center Shopping Mall, one of the largests of Italy, in the outskirts of Bergamo, and the second one in Milan’s prestigious Gae Aulenti Plaza awarded as one of the most beautiful Plazas of the world. Together the two stores reach almost 1000m².

Oberalp headquarters at Bolzano, Under Armour B2B showroom

Quadra was also responsible for all the B2B showrooms of the brand in Italy. At Oberalp (Under Armour local controller) Headquarters in Bolzano a 600m² exhibition space that welcomes buyers and resellers from the whole country.

Under Armour Carosello Shopping Mall, Milan

From multi-brand shops displays and corners to “factory houses” fixtures and bespoke furniture Quadra is the choice of Under Armour to build its brand all over Italy. A partnership that is already a success fully recognised by italian consumers.

Under Armour Shop-in-shop at Sportler

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