Here is something that Under Armour lovers will enjoy. Under Armour Inc. has just entered into a partnership with DSW Inc. Jason LaRose, the president of North America for Under Armour has said that they will bring their shoes to the DSW stores starting in July.
The Baltimore-based shoe giant has also entered into a similar deal with Kohl’s. As Debbie Ferree, the chief merchandising officer at DSW said, “It’s a collaboration where we are developing unique product and it will be unique product for DSW with [Under Armour’s] design team.”
The new Under Armour partnership with DSW is part of Under Armour’s strategy and long-term strategic plan. Footwear is a major business, with sales in the US growing by 50% in 2016 to hit $1 billion.
As LaRose said, “Under Armour outfits all athletes at every level and it is critical that we engage with our consumer across key distribution channels. It is important to offer the consumer an opportunity to engage and experience our brand across key distribution channels and everywhere they shop.”