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Under Armour opens store in Shanghai

Under Armour Inc., of Baltimore, a manufacturer and marketer of branded athletic performance apparel, footwear and accessories, opened a unique store in Shanghai, China, that incorporates a movie theater depicting the “Under Armour experience.”

A short film shot with 360-degree camera technology and displayed on a 270-degree screen is narrated by Olympic swimming champion and Under Armour athlete Michael Phelps.

After the film ends, visitors are guided to a section of the store that features a limited selection of the company’s footwear and apparel.

Under Armour has opened six stores in Mainland China, and one in Taiwan in the past two years, and launched a partnership with a retail chain, GigaSports, in Hong Kong.