Champs Sports introduces the ARMOURY

Champs Sports is elevating its value proposition for shoppers by launching an Under Armour store-within-a-store.

The ARMOURY at Champs Sports will serve as a destination for legions of Under Armour brand enthusiasts, featuring all of Under Armour's best and most innovative footwear, apparel, and accessories.

"This is a pinnacle collaboration for Under Armour as we unveil our newest retail presence with Champs Sports," said Matt Mirchin, President, North America, Under Armour. "The Armoury at Champs Sports will deliver a unique and fully immersive Under Armour experience for consumers and brand fans that will continue to drive our mission to make all athletes better, while providing access to the latest and most innovative UA gear."

This is the first-of-its-kind, premium store-within-a-store and will open later this month at the Champs Sports store in The Mall in Columbia in Columbia, Md. — right in the backyard of Under Armour's Baltimore headquarters. View gallery . View gallery .

Within this unique retail space, consumers also will be provided special access to exclusive Under Armour product and athlete appearances.

"Under Armour has earned a loyal and dedicated following among our customers over the last decade, so we are very excited to collaborate through this innovative retail offering," said Bryon Milburn, President and CEO, Champs Sports."The ARMOURY at Champs Sports gives us the opportunity to showcase the breadth of Under Armour's product line and tell its story in a single, cohesive context. We believe it will deepen customer loyalty and appreciation for both partners."

Grand opening events at the Champs Sports store in The Mall in Columbia are scheduled for June 27 and June 28. The weekend will feature professional athlete appearances, giveaways, a live radio remote, and more.

Champs Sports has more than 540 stores are located throughout the United States, Puerto Rico and Canada.