Trent Alexander-Arnold, Liverpool FC and England defender, blasts a free kιck into the windows of his hometown’s cutting-edge new store. Under Armour inaugurated its UK Brand House at Liverpool ONE with a bаng. To celebrate the new store, Under Armour athlete and deаd ball specialist Trent Alexander-Arnold took a free kιck to smаsh the windows.

Trent and Tiber Football Centre youth footballers participated in a store Q&A with football personality Josh Denzel at the launch event. The young athletes asked Trent questions and had Trent sign their Under Armour goods. Trent and Liverpool FC fund Tiber Football Centre’s academy, which helps young footballers succeed and become community role models.

Under Armour athletes and consumers will have a seamless experience at the new Brand House, incorporating connected fitting rooms with interactive screens to feel, try, and learn about goods and their benefits. It will also feature bespoke artwork honouring Under Armour athlete and Liverpool icon Trent to motivate Liverpool footballers. There will be performance products from RUSH, Iso-Chill, HOVR, and other co-gender train and run collections. Through the Brand House, Under Armour seeks to teach athletes how to be the greatest.

“Playing for my childhood club throughout my career has been incredible. Because of that, I love giving back to the community most. I can do that as an Under Armour athlete.”

“Whether through our work with Tiber FC or opening the new Under Armour Brand House, which will allow the toughest local athletes to strive for more, I’m really keen to help more young people from the area get into sport,” stated Liverpool FC and England footballer Trent Alexander-Arnold.

Under Armour’s latest shop launch is tҺrilling because it fulfils our goal to improve athletes. We’re excited that our new Brand House will help us fulfil rising consumer demand in Liverpool, a sporting magnet for the region and beyond. It will satisfy our fixation with levelling up these athletes and fueling their quest. Kara Trent, Managing Director of EMEA at Under Armour, said Trent is the perfect example of how Under Armour can help athletes achieve more and be their best.

The brand’s commitment to the UK and EMEA is shown by the Liverpool shop opening and other announcements. Under Armour announced large launches at Battersea Power Station and Westfield Stratford, with more later this year. In October 2022, the brand opened its Brand House City Concept store in Amsterdam, its new EMEA headquarters.