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Under Armour Maps Out German Expansion Plan

Under Armour unveiled a series of partnerships aimed to grow brand awareness and sales in Europe.

The company is rolling out a new shop-in-shop experience at four SportScheck locations in Germany. SportScheck is Germany’s largest multichannel sporting goods retailer. The first shop-in-shop will open in September in Munich, with Berlin, Cologne and Stuttgart to follow by the end of 2015.

Additionally, Under Armour announced a multi-year sponsorship of FC St. Pauli, Oke Goettlich. Beginning in July 2016, Under Armour will design uniforms and training kits for the club’s senior team and youth academy teams, using new product innovations to optimize performance.

Other German athletes on Under Armour’s roster include the top-ranked volleyball team of Jonathan Erdmann and Kay Matysik, tennis player Dustin Brown and golfer Bernd Wiesberger.

Under Armour also agreed to a two-year extension as the official sponsor of the Austria Ski Team, which includes performance training apparel, footwear and equipment. Two of the team’s athletes, Marcel Hirscher and Julia Dujmovits have also signed individual sponsorship deals to represent the brand.