Case Study: Under Armour expands into China with Hush's immersive retail experience

Under Armour draws 300 daily visitors to its Shanghai retail experience with Hush

Under Armour approached Hush with the challenge of expanding its global footprint into Asia in an impactful way. The goal was to create a new retail concept in Shanghai that served as an immersive brand destination focused on experiencing the brand's ethos, rather than a traditional store focused on sales.

Hush designed a one-of-a-kind retail experience that used contrasting architecture, sensory shock effects, and digital storytelling. The solution included a tunnel of light and sound that transitioned to darkness, featuring intense video loops and a statue of Michael Phelps. This approach proved tremendously successful, attracting an average of 300 daily visitors and generating high-value social shares and regional publicity, which set the foundation for Under Armour's major retail rollout across China.

Under Armour