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Champs Sports & Under Armour Open Second Shop-in-Shop

Champs Sports and Under Armour is expanding its shop-in-shop concept, The Armoury at Champs Sports. A second U.S. location opened at Galleria Dallas in Dallas, Texas.

The shop-in-shop, which debuted last June in Under Armour’s home state of Maryland, features the brand’s entire range of footwear, apparel and accessories, and is designed to offer shoppers the complete brand experience.

The Armoury at Champs Sports will also serve as a venue for Under Armour elite athlete appearances and autograph signings. Emmanuel Mudiay and Raymond Felton made appearances during grand opening celebrations over the weekend.

“Over the past several years, Under Armour has created a lot of excitement in the market and in the world of sport; that kind of fierce determination is something consumers recognize and appreciate,” said Patrick Walsh, Champs Sports vice president of marketing, in a statement. He continued, “Through The Armoury at Champs Sports, we have created a fully immersive retail experience that honors everything Champs Sports fans love most about Under Armour. We have very deliberately created an in-shop experience that conveys the competitive culture of the brand in a way that’s true to our We Know Game proposition.”