Under Armour unveils bold new Sunway Pyramid store

Under Armour has unveiled its newly relocated and reimagined Brand House at Sunway Pyramid, marking a bold step in its retail journey with the introduction of the Brand House City concept. Occupying 3,936 square feet on the mall’s Lower Ground Floor, the refreshed space delivers an immersive retail experience that reflects the brand’s core values—performance, innovation, and empowerment through sport—with a distinctive Malaysian twist.

Designed to appeal to fitness enthusiasts, athletes and everyday shoppers alike, the new store combines a striking blend of red and neutral tones that enhance its sleek, energetic ambiance. More than a space to shop, the Brand House sets a new benchmark in experiential retailing for Under Armour in Malaysia.

“At Under Armour, ‘Protect This House’ has always inspired athletes to push their limits and stay strong with an empowering mindset,” said Samantha Lim, Commercial Director of Under Armour Malaysia. “With this refreshed Brand House, we’re creating a space where Malaysia’s fitness community can discover new gear, connect and gear up to protect their own house.”

Local identity meets global innovation

While the store’s layout and styling echo the global Brand House City identity, several design features make it unmistakably Malaysian. Chief among them is the cash-wrap area, framed by a brick wall inspired by traditional heritage architecture found in cities like Kuala Lumpur, Penang and Malacca. This localised design element evokes a sense of nostalgia and pays homage to the nation’s cultural legacy.

Another unique feature is the FLEX Zone—a cosy seating space located between the fitting rooms. Designed as a relaxation area, it offers customers a chance to unwind or regroup during their shopping experience, adding comfort and warmth to the high-energy environment.

The store also reflects Under Armour’s commitment to sustainability. From eco-friendly materials to design processes that reduce embodied carbon emissions, the Brand House points to a more responsible future for the brand’s retail presence.

Style meets function

Beyond its impressive interiors, the new store also debuts several standout lifestyle and performance collections. A highlight is the L4L (Local for Local) Urban Outdoors range, crafted with an Asian fit to meet the diverse needs of customers seeking both comfort and style. From the Urban Outdoors Hybrid Jacket to the Isochill Long Sleeve and U Soft Movement Sandals, the collection is tailored for everyday wear and athletic versatility.

Shoppers can also explore the latest UA Echo and UA Unstoppable collections—lines that fuse cutting-edge performance with everyday fashion, enabling customers to move seamlessly from workouts to daily routines without compromising on comfort or style.

Community-centric celebrations

To celebrate the grand reopening, Under Armour is rolling out a series of promotions to welcome customers back. From 26 May 2025 onwards, shoppers who spend RM690 or more (RM790 for non-members) will receive a complimentary UA Flex Sling Bag, while UA Rewards members who purchase any footwear item will be gifted a limited-edition UA charm.

For added community flair, the store is also offering free in-store coffee during peak hours on 30 May (5PM–10PM), and from 1PM–6PM on 31 May and 1 June—while supplies last.

Located at Lot LG1.51 & 52, the Under Armour Brand House at Sunway Pyramid is open daily from 10AM to 10PM. With its redefined layout, locally inspired design, and wide-ranging collections, the new space positions Under Armour as not just a sportswear retailer, but a lifestyle hub for Malaysia’s growing fitness community.