As a snapshot of what’s out there, there are worse places to take a look around than Dubai with its multiple cathedral-like malls.
And in one of the newest, Dubai Festival City Mall, stands a branch of US sports outfit Under Armour.
This is the brand that in its home territory stands, more or less, shoulder-to-shoulder with the likes of Nike and Adidas, but it has yet to make UK landfall in bricks and mortar, albeit it is available through stockists and a UK online presence.
With a large, freestanding LED-studded logo used as a feature at the entrance to the store, this is perfectly in tune with the current vogue for sports as show business.
This is affirmed inside the shop where a large screen, spanning the back wall, urges onlookers to ‘Run The Spectrum’.
Equipment heights are low, meaning the space can be surveyed at a glance and motivational graphics and images are present throughout.
Under Armour has been reported to be close to signing for a London store since 2015, and if it does, it will do well.
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