New Royal Advertising Delivers Under Armour HALO Campaign POS Displays in 16 UAE Stores

For sporting goods retail, in-store product exposure is a key influencer of buying behavior. To promote three new shoe models, the HALO Trainer, HALO Racer, and HALO Runner, Under Armour, a high-performance apparel company, launched its HALO Campaign.

In order to make this launch as impactful as it was intended to be, we installed a high-end POS display in 16 Under Armour outlets across the UAE. What we did was a highly aesthetic, rough-and-tough, and brand-trusted installation that was one of best retail POS displays in Dubai in 2025.

1. Client Overview
Under Armour enjoys a history of innovation, high-performance sporting gear, and robust visual identity. The HALO line was created to respond to diverse athletic needs:

• HALO Trainer – Strength and conditioning.
• HALO Racer – Accelerated speed and agility performance.
• HALO Runner – Endurance and distance running.

The brand needed a POS display that would communicate performance, motion, and style in one image.

2. Campaign Goals

The work was to:

• Highlight the HALO range in an attention-grabbing point-of-sale display.
• Ensure consistency across 16 UAE stores with diverse floor plans.
• Design a sturdy and durable framework to handle high traffic in stores.
• Drive in-store engagement and sales during the campaign.

3. Design Concept & Creative Direction

Movement and energy were the cornerstones of the concept, showcasing the footwear in an environment that reflects sports action.

Key POS Display Features:

• Central Circular Platform: Placed centrally in the store for immediate appeal.
• Integration with Store-Provided Mannequins: Mannequins struck in active poses to charge the campaign.
• Segmented Product Zones: Dedicated zones for HALO Trainer, Racer, and Runner for brief storytelling
• Premium Finish: Materials and build chosen to reflect the brand’s high-performance ethos.

4. Materials Used

For this POS display, durability, premium aesthetics, and ease of installation were top priorities. The materials included:

5. Fabrication & Execution

Our manufacture of POS display items followed a tightly controlled timeline to reach the launch date:

Concept Development – Delicately detailed 3D images and dimensioned CAD drawings created for client approval.

Material Sourcing – Premium MDF, acrylic, and steel sourced from trusted UAE suppliers.

Fabrication –

• CNC machining of acrylic logo and branding panels.
• Accurate molding of MDF platform with reinforced internal framing.
• Steel brackets machined to safely mount store mannequins.

Printing & Finishing – High-resolution vinyl graphics printed and laminated for extra toughness.

Assembly & Quality Check – Pre-assembled in our plant every display unit to ensure perfect fit before shipping.

Installation – Overnight installation in all stores by our experienced personnel to avoid retail downtime.

6. Challenges & Solutions

Challenge 1: Different store layouts caused different amounts of display area.

Solution: Designed modular POS features that were expandable or contractible without compromising the inherent look.

Challenge 2: Short installation window within fast-paced retail stores

Solution: Assembled and tested all components in advance in-house, allowing rapid, seamless on-site assembly.

7. Why This POS Display Worked

Why this display worked was due to:

• Quality guaranteeing durability through premium materials.
• Integration with store-offered mannequins was seamless.
• Identical branding in various store formats.

Conclusion

Under Armour HALO POS display project within 16 UAE stores is an example of how innovative design, premium materials, and precise execution can elevate a product launch to unprecedented levels. The project has become the benchmark for Dubai retail POS display as the best, proving that great retail design is directly proportional to sales and brand recognition.