From flagship to headquarters

First came a successful new flagship store in Amsterdam – now the sportswear brand Under Armour has officially opened its EMEA headquarters in Amsterdam. The US brand from Baltimore is settling in the Olympic District, in a building with capacity to house more than 200 employees.

Innovation in Amsterdam

The new headquarters will have a wide variety of departments, including sales, marketing, supply chain, human resources, finance and IT. Massimo Baratto, senior vice president and managing director EMEA, says an environment with an innovative spirit is important to the company: “Innovation is at the heart of what we do, and it’s important that our new home reflects that ethos and inspires everybody who works here.” The new HQ, he adds, “will set us up to continue growing the brand across Europe, the Middle East and Africa.”

Amsterdam as gateway to European success

In Amsterdam, Under Armour can utilise the Netherlands’ strategic location to reach Europe’s largest markets. With the opening, Under Armour joins a number of sportswear and fashion brands that have European headquarters in Amsterdam, such as Nike, Patagonia, Calvin Klein, Tommy Hilfiger and Chanel, making fashion one of its most rapidly developing creative sectors.