Under Armour, the global sports apparel brand, has opened its first UK Brand House in Liverpool ONE in spectacular fashion. To mark the occasion, Liverpool and England footballer Trent Alexander-Arnold took on the challenge of taking a free-kick to smash open the windows and officially launch the new store.

The launch event saw Under Armour athlete Trent Alexander-Arnold and football presenter Josh Denzel host a Q&A session with youth football athletes from local Tiber Football Centre. The young athletes had their Under Armour products signed by Trent and posed a series of questions to him. Tiber Football Centre is supported by Trent and Liverpool FC, and it hosts an academy to help young footballers achieve their goals and become positive role models within their local communities.


The new Brand House offers a seamless experience for Under Armour athletes and consumers, including connected fitting rooms that give them the opportunity to feel, try, and learn about the products and their benefits by using the interactive screens installed. It also features bespoke artwork, paying homage to Under Armour athlete and Liverpool hero Trent to inspire future generations of football athletes in Liverpool. The store will house performance products across popular co-gender train and run collections such as RUSH, Iso-Chill, HOVR, and many more. With the Brand House, Under Armour hopes to continue its mission to make athletes better, showing them what it takes to be the best.

“I’ve been incredibly fortunate to play for my boyhood club throughout my career. For that reason, there’s nothing I enjoy more than giving back to the community. As an Under Armour athlete, I’m able to do just that. Whether through our work with Tiber FC or opening the new Under Armour Brand House which will allow the toughest local athletes to strive for more, I’m really keen to help more young people from the area get into sport.” said Trent Alexander-Arnold, Liverpool FC and England footballer.

“This latest store opening is a particularly exciting one for Under Armour, living up to our promise of delivering products that make athletes better. Liverpool is a hub of sporting excellence, serving the region and beyond, so we’re delighted that our new Brand House will enable us to meet ever-increasing consumer demand in this area. It will allow us to fulfil our obsession with levelling up these athletes; fuelling their journey every step of the way. Trent is the perfect case study of how Under Armour can help athletes strive for more and be the best possible versions of themselves.” said Kara Trent, Managing Director EMEA at Under Armour.

The Liverpool store opening is just the latest in a series of announcements which demonstrate the brand’s commitment to the UK and wider EMEA region. Under Armour recently announced major launches at London’s Battersea Power Station and London’s Westfield shopping centre in Stratford, with more to come later in the year. In October 2022, the brand unveiled its Brand House City Concept store in Amsterdam, where its new EMEA headquarters are located.