Athlocity, which distributes Under Armour products in the Middle East through 30 brick-and-mortar locations, will add an ecommerce platform to its site through a collaboration with Emakina. The Under Armour-branded experience will be available through desktops, phones and tablets.
The site will feature omnichannel capabilities including buy online, pick up in-store (BOPIS) and real-time inventory updates to improve the customer experience. The site also is supported by Fluent Commerce, which will add a customizable order management system.
“With ecommerce growth last year in the MENA [Middle East-North Africa] region outpacing UK and 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 in a statement. “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.”
The site will initially launch in the United Arab Emirates and Saudi Arabia.