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Under Armour have been one of those brands that have been under the radar of the mass market for quite some time and while they have started to break through into the sporting marketplace, they have still fallen into the category of a smaller brand in the industry in my opinion.

While that may be the case, they have recently announced that they are about to do something about that, revealing that they are to open their first flagship EU store in Amsterdam, Netherlands.

The store, which will stock the complete product range across golf, football and running, will be a firm footing for the brand to begin to create their own brand presence in a growing marketplace that is typically dominated by larger global brands.

With 1,000 square feet of space being stated, the move into a largescale retail placement is certainly there for all to see and the brand revealed that with their headquaters being located in Amsterdam, it made perfect sense for their first store to be added to the city too.

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