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05/11/2021

Under Armour to add Middle East e-commerce channel

Dan Berthiaume
Senior Editor, Technology
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A global athletic apparel brand is launching omnichannel operations in the Middle East and North Africa (MENA) region.

Under Armour, which operates over 30 brick-and-mortar stores in the MENA area, is collaborating with digital agency Emakina to add an e-commerce platform to its sales channels there. Emakina is creating a branded digital experience for Under Armour that will be accessible across desktop, phone and tablet devices. 

As part of this digital commerce expansion, Under Armour will deploy a customizable Fluent Commerce order management system. The company will also implement additional Fluent Commerce technologies, including product information management, CRM, and storefront solutions.

Emakina is also adapting Fluent Commerce technology to provide Under Armour with functionalities such as pay-and-collect and real-time inventory. The Under Armour omnichannel commerce platform will launch in the United Arab Emirates and Saudi Arabia. 

Fashion and accessories retailer Urban Outfitters is leveraging a similar partnership with global franchise operator Azadea Group to build upon an existing brick-and-mortar presence in the United Arab Emirates and offer digital commerce in the MENA region. 

“With e-commerce growth last year in MENA region outpacing the U.K. & U.S. markets, now is a great time to offer our customers a convenient way to interact with the Under Armour brand and purchase products by launching a localized site, said Gaurav Sharma, retail director at Under Armour. “With the support of the global and regional teams, we’re now implementing the Under Armour website with omnichannel capabilities, offering our customers the opportunity to shop in either English or Arabic, and in their local currency.”