Under Armour teams up with Emakina & Fluent Commerce to create a new e-commerce platform 6 days ago Global sports company Under Armour, distributed by Athlocity L.L.C across the Middle East, has over 30 brick and mortar stores in the region. In collaboration with Emakina, they will be expanding their consumer reach by adding an e-commerce platform to their sales channels Consumers across the region are some of the most connected and digitally aware in the world, therefore deploying an omni-channel retail ecosystem was a natural progression. “With e-commerce growth last year in MENA region outpacing UK & US markets, now is a great time to offer our customers a convenient way to interact with the Under Armour brand and purchase products by launching a localised site. With the support of the global and regional teams we’re now implementing the Under Armour website with Omni channel capabilities, offering our customers the opportunity to shop in either English or Arabic and in their local currency.” — Gaurav Sharma Retail Director at Under Armour.