Under Armour, the premier performance apparel brand whose mission is to promote the value of hard work, grit, and perseverance is unveiling its fifth Brand House in the Philippines located at the Upper Ground Floor of the SM Southmall along Alabang-Zapote Road in Las Piñas Manila.

This opening signifies the brand’s formidable position in the performance-solution-driven activewear market today, and backed by extensive research and technological advances, has been worn by the most celebrated athletes, such as basketball superstar Steph Curry, all over the world. With their commitment to manufacturing innovative apparel and footwear using top-of-the-line fabrics and materials worn by sports and fitness enthusiasts alike, customers can expect only the superior, unparalleled quality that comes with all things Under Armour.

The Brand House concept signature to Under Armour is designed to deliver an immersive brand experience that puts customer satisfaction and a next-level product assortment at the forefront, by showcasing new as well as tried-and-tested products that boast technological advances towards their brand you won’t find anywhere else. The new 415 square meter Brand House at SM Southmall not only gives Filipinos additional access to the brand’s unparalleled product lineup which features its extensive apparel and footwear lines, but offers more than enough space for everyone to discover the brand and explore the unique qualities of their products on a more personal level.

The SM Southmall Brand house currently highlights the Flow Dynamic in its initiative zone, a shoe developed to tackle any explosive training routine, whether you’re doing sled pulls, deadlifts, or even clocking in a session on the treadmill. Featuring an unreal grip, responsive cushioning, and locked-in support, it allows the wearer to maximize their workout routine in the best possible way.

Another exciting element of the new location is the mural created and beautifully executed by artist Raizel Go, which is what greets customers as they walk through the fitting rooms. Inspired by distinctive landmarks in the Las Piñas area as well as the fitness activities residents enjoy doing around the city, Go successfully showcases the heart and passion Filipinos have in this awe-inspiring creation specially executed for the brand house.

The brand house opening began with a blessing ceremony, which was succeeded by the ceremonial ribbon-cutting led by Sports Armour Inc.’s President Philip Go together with Under Armour’s South Asia Pacific (SACPAC) Director Fabian Ae as well as UA SACPAC Marketing Director Justin Olivare, and Senior Manager for Wholesale Ng Wei Wen, who all flew in to grace this momentous occasion. Together with VIPs, SM Supermall executives, and other special guests, the store officially opened its doors for everyone to explore.

Present at the event were Under Armour’s brand ambassadors, co-captains Christopher Koon and Sean Quitevis of the Ateneo Blue Eagles collegiate basketball team, captain of the National University Bulldogs John Lloyd Clemente, incoming NU Bulldogs rookie LA Casinillo as well as professional volleyball player Bea De Leon. Each of these valued athletes went on to their personal experiences of overcoming adversity and powering through obstacles, fueled by passion and grit, and how they’ve done it in true Under Armour style.

Under Armour is located at the Upper Ground Level of SM Southmall, Bonifacio High Street, SM North EDSA, and SM Mall Of Asia.