Under Armour opens a new Brand House in Milan The brand’s retail points continue to grow

On October 24, the new Milan store by Under Armour opened its doors to the public at Corso Buenos Aires 56 — one of the city’s main shopping arteries. The space is designed with meticulous attention to detail. Its industrial aesthetic, with exposed ceilings and walls, creates an authentic and urban atmosphere that highlights the brand’s philosophy: an invitation to push beyond one’s limits. To add a creative touch to the store’s concept, the brand commissioned the young designers of Milan’s graphic studio OUTLINE to personalize two evergreen walls. Inspired by the claim MILAN IS OUR ARENA, they created a unique piece dedicated to the city — its history, its beauty, and its tireless energy. In line with this storytelling, upcoming side activities and events will celebrate all the athletes and teams who train with determination in Milan’s courts, gyms, and streets, rewriting the rules of the game.

Oberalp, the exclusive distributor of Under Armour in Italy, will close 2025 with two major new real estate projects: the opening of the first Brand House in South Tyrol, in Bolzano — the hometown of the South Tyrolean group — and the launch of a new Milan Brand House on Corso Buenos Aires 56, at the heart of the city’s shopping district. In both stores, Oberalp presents Under Armour’s latest retail concept, a format that stays true to the brand’s DNA while being enriched with fresh creative details.

With this new space, the brand aims to convey a clear message: Milan as a place where sport, culture, and creativity come together. From this idea comes the creative project FANZINE, presented during the event on November 6 at BENE BENE Bar, which tells the story of the city through the people who live it, move through it, train, create, and bring energy to Milan every day.