Under Armour, a performance athletic wear, prepared itself for a strong rollout of its latest innovation — the Infinite Elite 2 shoe — into the fast-moving and competitive retail culture of the UAE. Designed for serious athletes and fitness buffs, the Infinite Elite 2 embodied cutting-edge performance, strength, and comfort.
In order to ensure the success of this product launch, Under Armour initiated a high-impact retail display strategy for 16 core retail locations within the UAE. In association with a top agency that has proficiency in retail display solutions in Dubai, Under Armour created a powerful in-store marketing campaign that elevated brand exposure, enabled customer interaction, and turned customers through creatively designed retail POS display in Dubai strategies.
This case study illustrates the way that the footwear launch was a resounding success through strategic planning, consolidated branding, and active display solutions tailored specifically for the UAE marketplace.
Retail POS Display In Dubai Project Objectives
The Infinite Elite 2 shoe rollout was intended to achieve three main objectives:
- Maximize In-Store Visibility: Showcase the new shoes in an impactful, eye-grabbing format for maximum visibility in each of the 16 locations.
- Enhance Customer Experience: Create impactful retail POS units in Dubai that deliver information, inspiration, and engagement.
- Launch Brand and Sales Effect: Apply creative retail display solutions in Dubai to amplify product visibility and facilitate impulse purchases.
These goals were driven by Under Armour’s bigger vision to advance its presence as a high-performance, athlete-powered brand across the Middle East.
Key Challenges
Rolling out a luxury product in a very competitive marketplace such as the UAE was challenging in many ways that had to be carefully addressed:
Consistency Through Varied Store Layouts
With 16 stores, each with a unique floor plan and customer flow, developing a display that would fit in yet maintain a consistent brand image was important.
Standing Out in a Competitive Retail Environment
The UAE retail footwear market is led by numerous global brands. The look needed to stop people as well as communicate a clear, simple value proposition via visual communication.
Function Meets Form
While the show had to look great, it needed to be functional too. Users needed to be able to try on shoes conveniently, access product highlights, and see product details conveniently.
Solution: Dubai High-Impact Retail POS Display
Under Armour collaborated with one of the leading retail display solutions providers in Dubai to tackle the aforementioned challenges. The campaign focused on creating bespoke, modular, and eye-catching display systems specifically to highlight the premium features of the Infinite Elite 2.
1. Custom Retail POS Displays Designed to Engage
In-store point-of-sale fixtures were the basis for this campaign. Each fixture was constructed to find the right mix of visual excitement and functional product handling. Key components included:
- Footwear Platform High-Lighted: LED lights, low power consumption, and high illumination helped to high-light the Infinite Elite 2 under a glow of light, accentuating its slim design and performance features. This immediately singled out the product amidst adjacent merchandise
- High-Impact Messaging Panels: Oversized graphics promoted key benefits — “All-Day Comfort,” “Breathable Performance,” and “Responsive Support.” The panels used fonts in line with the brand and active imagery to remain faithful to Under Armour’s personality.
- Customizable Modular Design: Displays were built in modular pieces, allowing each store to arrange the components based on the space available without losing the unifying brand experience.
- Integrated Brand Shades: Red, black, and white color profiles asserted consistency to Under Armour’s global identity. Such strong contrast also boosted store visibility.
Such luxury retail POS display in Dubai showcases were not only sales pieces; they were brand experiences that made in-store buyers brand converts.
2. Uniform Visual Branding Throughout Every Shop
As an integrated brand experience across the UAE, one integrated visual branding system was formed:
- Athlete-Led Imagery: Large panels showcased top-tier professional athletes using the Infinite Elite 2, in helping to establish credibility and foster aspiration among consumers. The imagery reinforced the association of the product with best-of-breed performance.
- Uniform Messaging & Tone: From banners to shelf talkers, all printed and imagery content spoke in uniform brand language and imagery elements. Versatile Installation for Various Store Sizes: Regardless of whether it was a flagship or a boutique, each store received a display package tailored to its floor space. Larger stores featured full-size wall graphics and pedestal displays, and smaller outlets highlighted feature corners with small POS units.
Working in close conjunction with Dubai retail display solutions specialists, the brand gained an overarching visual language that made Under Armour’s new product line flawless in every store.
3. Strategic Placement and Customer Flow Optimization
The display fixtures were placed strategically using customer behavior data. The goal was to optimize impressions and create deeper engagement:
- Entrance Displays: Primary fixtures were positioned near store entrances to command instant attention from passing traffic. These “first-glance” areas leveraged curiosity and established the tone for the shopping experience.
- Footwear zone as feature areas: In shoe areas, the Infinite Elite 2 was placed front and center. Tiered shelving, highlighting, and demo spaces provided product handling and testing.
- Last-mile conversion checkout counters: Brite spot mini promotional displays were placed adjacent to last-mile checkout areas, supplemented by supporting branded copy such as “Your Next Personal Best Starts Here.” These recall cues triggered impulse purchases from reluctant consumers.
This well-planned store flow, supported by retail POS display in Dubai, helped to convert attention into action, leading to striking boosts in traffic and sales.
Results & Impact
1. Visibility and Footfall Increase
The effects of the rollout were quantitative and qualitative, proving the power of high-impact retail display solutions in Dubai.
Within the first month since installation, the stores have recorded a 30–40% boost in traffic near the Infinite Elite 2 locations. Shoppers flocked to the fixtures because of lighting, graphics, and picked-out messaging.
2. Surpassing Sales Expectations
Sales for the Infinite Elite 2 went 28% over expectations at each of the 16 locations. Conversion ratios at the stores featuring front-of-store fixtures were far superior compared to previous product introductions.
3. Positive Customer Remarks
Consumers indicated that the display helped them notice product benefits more easily. Testimonial responses from in-store surveys indicated that 72% of consumers were inspired by the product display.
4. Social Media Engagement
Many consumers shared their experience on the internet, posting images of the interactive displays. These organic shares generated brand virality, taking the campaign’s reach beyond bricks-and-mortar retail even further.
5. Internal Efficiency
Because the screens were modular and easy to install, Under Armour minimized in-store downtime during the roll-out. This process of efficiency was praised by retail managers and the logistics staff too.
Conclusion
The Infinite Elite 2 shoe launch is a powerful case in point regarding the real business value generated from a successful retail POS display in Dubai. Under Armour’s capability to communicate a single brand narrative, gain customer engagement, and create in-store conversions were all greatly bolstered by its association with an established partner for retail display solutions in Dubai.
Through strategic design, building in modules, and intentional location, Under Armour elevated the buying experience in 16 UAE stores. The Infinite Elite 2 did not merely show up on store shelves — it launched with a presence, an identity, and a pledge of performance that spoke to competition athletes and weekend consumers alike.
With brands competing more fiercely for consumer attention in high-speed retail environments, this case study makes the case for spending money on physical retail storytelling. In the era of digitization, experiential in-store experiences can continue to create, engage, and convert — as long as they are supported by effective retail POS display in Dubai strategies.
