Apr 23, 2015

Under Amour’s Touchdown in Mid Valley

The Under Armour brand had a humble start in a basement when they began selling moisture wicking t-shirts out of the trunk of a car and eventually grew to be a widely recognized global leader in performance footwear, apparel, and accessories.

Under Armour has made an game-changing impact on the sports wear industry in just 19 years!!

The brand was founded by former University of Maryland special teams captain Kevin Plank in 1996, who was only 23 at the time. 

The idea for Under Armour was born on the football field when Kevin decided there needed to be a performance solution to the standard cotton t-shirt. He hated having to change his sweat- soaked cotton t-shirts frequently throughout his training days, and his determination to create the world’s best performance t-shirt changed the way athletes dress forever.

The first Under Armour HeatGear® Shorty T-shirt was born in 1996 and dubbed with the name #0037. Engineered with moisture-wicking performance fibers, the shirt helps keep athletes cool, dry, and light in the most brutally hot conditions.

 In 1997, Under Armour introduced the now-famous ColdGear® fabric, which keeps athletes warm, dry, and light in cold conditions, and then the AllSeasonGear® line, which keeps athletes comfortable between the extremes.

The brand continued to grow and  gained more momentum with athletes and began to outfit some of the world’s most elite athletes and sports teams. It’s apparel offering grew and soon enough in 2003, Under Armour launched its women’s line UA Women followed by a line especially for junior athletes with an expansion to golf in 2005.

 In 2006, a new campaign, Click-Clack® launched the brand into the footwear business through the introduction of its first line of football and later expanded its cleat business to include baseball, softball and lacrosse cleats.

In 2008 Under Armour revealed its highly anticipated line of performance trainers marking its official entry into the athletic footwear market.

Under Armour then started adding to their  elite roster of world-class athletes, including future NFL Hall-of-Famer Ray Lewis, gold medal skier Lindsey Vonn, MMA World Champion Georges St-Pierre, and Brandon Jennings, the first US basketball player to go straight from high school to a European professional league. But that was just the beginning. 

By the end of 2010, the Brand added the most accomplished Olympian of all-time and Baltimore native Michael Phelps, two-time Super Bowl MVP Tom Brady, and a young tennis phenom named Sloane Stephens.

With such a strong portfolio of athletes under their belt, Under Armour distinguished the brand from others through compelling marketing campaigns that capture the intense passion of sports and WILL of athletes. 

It’s well known campaigns include the “Protect This House” and “I Think You Hear Us Coming” campaigns. In November of 2013, Under Armour debuted its global campaign titled “Under Armour Makes You Better” featuring their Brand Athletes. In early 2014, Under Armour debuted its “THIS IS WHAT FAST FEELS LIKE” marketing campaign highlighting the UA SpeedForm® Apollo. 

Most recently in August of 2014, Under Armour debuted its third global campaign, “I WILL WHAT I WANT”, featuring a new generation of female athletes and athletic females, including American Ballet Theatre soloist Misty Copeland and World Champion Downhill Skier Lindsey Vonn.

Just months after launching its first-ever Malaysia brand store in KLCC, the US-based performance footwear and apparel sporting brand continues its momentum in the market with the opening of a new brand store in the Mid Valley Megamall location.

The brand hosted a special launch event on 21st April 2015 in the Centre Court of Mid Valley Megamall in which yours truly attended to check it out....

In conjunction with this, Under Armour is also launching its Earn Your Armour (EYA) campaign starting Tuesday, 28th April 2015, which will be held at the rooftop of Avenue K. This campaign is part of a global initiative to educate the public about a healthy lifestyle and the fitness concept. 

EYA Malaysia is a six- (6) week challenge programme to enable participants to join free workout sessions conducted by Under Armour’s gym partners. Throughout the challenge, participants will gain encouragement and training tips from the trainers who will be with them every step of the way, pushing them to Earn Your Armour.

“Opening in Mid Valley is a natural step for the brand’s expansion in Malaysia,” said Michael Binger, Chief Executive Officer, Triple Pte. Ltd. “The response to our brand from athletes in Malaysia has been tremendous and we look forward to increase our presence throughout the country.” 

The store in Mid Valley will embody a retail experience that evokes the high energy and signature gritty ethos of the Under Armour brand. 

The sporting brand is endorsed by elite and popular Malaysian athletes such Mixed Martial Arts athlete Peter Davis, Linora Low, professional golfers Nicholas Fung and Airil Rizman Zahari, Kit Mah, Hansen Lee, and fitness model and body builder Nana Al-Haleq. The Under Armour Mid Valley store will offer its fans a whole Spring-Summer range and the same technologies that are now pushing athletes to the max. 

The SS2015 collection includes the brand's technological innovations such as the HeatGear® Sonic, HeatGear® Flyweight, ColdBlack®, ColdGear®, UA Storm, UA Tech™ and the popular Compression range. Additionally, among the technical apparel available is HeatGear® ArmourVent™, a new training apparel technology platform available in both men’s wear and women’s wear. The UA Studio & UA StudioLux® lines are designed for athletic females such as brand ambassador and American Ballet Theater soloist Misty Copeland.

Group picture after the Cross Fit workout class is over..

Under Armour is distributed in Malaysia through an exclusive partnership with Triple Pte. Ltd.

“The Under Armour Mid Valley store is the result of a well-planned expansion strategy,” said Adrian Chai, Chief Marketing Officer, Triple Pte. Ltd. “It’s in a high-traffic centrally located area making the brand even more accessible.”

Aesthetically, this new retail destination will bring to life the Under Armour brand personality. The environment will include accent metal and wood furnishings and the Under Armour Thrones, large black leather seats with the logo stitched in red prominently installed within the footwear zone.

The Under Armour Brand Stores are located at:
Mid Valley Outlet
G-012, Ground Floor
Mid Valley City, Lingkaran Syed Putra
59200 Kuala Lumpur
Tel: +603-2201 1399
Business Hours:
10.00am – 10.00pm

Registration counter.....

Group picture..=)

Members of the media and brand ambassadors getting ready for the challenge in which the winning team would walk away with RM1000 cash vouchers from Under Armour...

Some of the activities that took place at Mid Valley which included some classes from Muay Thai, Yoga, Cross Fits and so on with the various brand ambassadors as well as a media challenge for sporty members of the media...

Brand Ambassador and emcee for the evening, Linora Low

Sit up challenge... how many sit ups can you do in just 60 seconds... and oh gosh these guys are so fast and make it seem so effortless...

Squats challenge... Nana Al Haleq in black racerback top definitely puts me to shame with the speed she does her squats...

Linora cheering them on

Push ups challenge

Under Armour continues to redefine the sports apparel market with its aggressive take over and expansion into foreign and international markets including South East Asia. We’re just getting started!!!

For further information, please visit the Company’s website at www.uabiz.com.

With the brand’s recent coming to Malaysia, Under Armour is proud to associate themselves with Malaysia’s finest sports and fitness individuals. Known as the Under Armour Brand Athletes, we present to you Peter Davis, Linora Low, Hansen Lee, Kit Mah, Nana Al Haleq, Nicholas Fung and Airil Rizman.

Well known to many as the host on Fox Sports and an array of local and international programs, Hansen Lee is no stranger in the fitness and health industry. Hansen has long had the passion for sports, fitness and nutrition (which his body testifies to!). Hansen is a Certified Personal Trainer and Weight Management Consultant. In 2014, Hansen journeyed to Mysore, India – the Mecca of Yoga – to become a certified Yoga Instructor and now actively teaches (on top of his hosting gigs) between Singapore and Malaysia.

Linora Low is a recognizable voice over the radio as a radio dj emcee on Mix FM. She is also a host and debuted in theatre in late 2014. Known for her quirky personality and funky red hair, Linora is loved by her fans and is also well known for her fitness workouts and circuit trainings which she keeps her followers up to date with across her social media handles.

Known as the scrawny kid in school – Kit Mah has come a long way from his days as an awkward teenager to now heartthrob fitness model. Kit is a well-known face in the fitness industry with many looking up to him and his journey in fitness and well-being. Kit Mah is also an actor and TV Host but spends most of his time focusing on his health and fitness making him a favourite #teamfit icon to many.

Airil Rizman is a Malaysian professional golfer. Born in Kuala Lumpur, Airil was the Malaysian national amateur champion in 1998, 1999 and 2001 and a team gold medalist at the 2001 Southeast Asian Games. He was won several titles on the Malaysian PGA Tour, where he topped the order of merit in 2005. He first played on the Asian Tour in 2003, but did not have any top ten finishes through 2006. However, in 2007, he won the first event of the Asian Tour season, the Pakistan Open


  1. thank you for the right up dear :) and hope to see you at the next #EarnYourArmour at Avenue K!

    1. OMG going all *fangirly* .. thanks for dropping by my humble blog Linora.....

  2. You've probably heard a lot about Moisture wicking tshirts. Manufacturers say that these performance fabrics, which are often used in sports gear, gym wear, and business polo shirts, may help keep you dry and comfortable by wicking away perspiration. Is cloth, on the other hand, capable of such feats? Yes, is the short response.


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