UA | Amsterdam | Explore Innovative Athletic Retail — Jeff Dudero

AMSTERDAM BRAND HOUSE

Under Armour / 2017

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The first flagship store in Europe opened with a “bang” as then heavyweight champion Anthony Joshua punched through the front door. Features included a UA technology timeline along the stairs, a tribute to Michael Phelps 28 Olympic Medals, and a local artist painting on the entry wall.

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Design Director

Nighttime storefront of Under Armour with illuminated sign and mannequins displaying athletic clothing inside.

Display of futuristic athletic apparel and shoes with digital graphics and descriptions on a glass case in a retail store.

Wall with crumbling brick and faded graffiti, illuminated by ambient lighting, with small red decorative accents.

A large photographic mural of a swimmer in mid-dive on one wall, with a timeline of circular markers below it, and text in a calligraphic style on the adjacent wall. The scene is indoors with stairs and glass railings in the foreground.