Under Armour Inc., a United States-based leading athletic brand, has decided to sell its products in South Korea through its directly managed brand stores, in a bid to boost its presence in the burgeoning local sportswear market.

Under Armour announced on Thursday that it will open its own brand store on Gangnam-daero, a major boulevard in the posh, commercial district of Gangnam in southern Seoul, in January and sell a complete line-up ranging from running shoes to fitness devices.

Upon the opening of the branded store next year, Under Armour items that have so far been imported and distributed by Galaxia Corp., a subsidiary of Korean textile manufacturer Hyosung Group, in Korea will be marketed by the local operation that will be directly managed by the brand’s U.S. headquarters.

Apart from the store opening, Under Armour also unveiled a plan to introduce Connected Fitness, its global online health and fitness platform that is expected to help it further promote its brand among Korean consumers. It will also invest to unearth and nurture young Korean athletes with potential.

Under Armour was founded in 1996 by former football player Kevin Plank. The brand has grown to the U.S.’s second-largest sportswear vendor by corporate value since 2010, following the country’s top athletic brand Nike. The company raked in $4 billion in sales last year and it has been sponsoring professional golfer Jordan Spieth and National Football League star Tom Brady.

The brand became widely known in Korea when Samsung Electronics Co. Vice Chairman Jay Y. Lee appeared in public wearing an Under Armour polo shirt. Its clothes, shoes and other athletic gears and accessories are currently sold across more than 40 outlets in Korea.

Under Armour’s aggressive inroads into Korea comes after the Korean sports apparel market has grown at an average 20 percent rate in recent years.

According to Samsung Fashion Institute, Korea’s sportswear market is forecast to reach 6.98 trillion won ($5.9 billion) in value this year, up from 6.59 trillion won last year. Thanks to growing interest in health among not only middle-aged but also young people in their 20s and 30s, growth in the country’s sportswear market is resilient despite sluggish demand in the overall fashion industry.

Currently, Korea’s sportswear industry is led by top three vendors - Nike, Adidas, and Descente that are all foreign brands - with Fila Korea trailing close behind. Following Under Armour’s bold move to expand its presence in Korea, the industry is expected to see major changes in the local market that is already crowded by not only athletic brands but also large fashion companies, outdoor brands, and fast fashion brands.

By Jeon Ji-hyun

[ⓒ Pulse by Maeil Business News Korea & mk.co.kr, All rights reserved]