After opening its first ‘Brand House’ store in Dubai’s City Centre Mirdif, the premium sportswear brand Under Armour (NYSE:UA) has announced a new two-part fitness event to test and inspire the UAE’s athletes.
‘The Armour Challenge’ will test speed, strength, agility and endurance with a qualifying stage open from now, followed by the final event on 22 April 2016, which will see 500 qualifiers take on eight gruelling challenges at The Beach, JBR.
To qualify for ‘The Armour Challenge’, participants must take on three drills and log their results online on the real-time leader board, which can be tracked on www.thearmourchallenge.ae.
The drills (a push-up hold, burpee-jump-claps and broad jumps) should be performed in a set sequence, one after the other, in a total time of three minutes.
Challengers can take part in the qualifying tests an unlimited number of times from now until 18 April at home and in a selection of local participating gyms across the UAE.
Juraj Stiksa, CEO of Athlocity, Under Armour Middle East, said: “Under Armour provides the gear and equipment athletes need to push through the toughest training sessions. With The Armour Challenge, we want to become an active part of the community by giving athletes that extra motivation to improve every day – to show them ‘you are the sum of all your training’.”
Driving participation for The Armour Challenge qualifiers and main event are Under Armour’s local brand ambassadors: seven-time Guinness World Record breaker Eva Clarke and popular UAE fitness industry figure Grant Goes.
Featuring men’s, women’s and youth apparel, footwear and equipment, Dubai’s new City Centre Mirdif and Dubai Festival City stores offer the brand’s latest innovations, all designed to make athletes look, feel and perform at their best. The brand first entered the market last year with a store in Abu Dhabi’s Yas Mall, followed with distribution in leading UAE retailers.
The Armour Challenge qualifying period will run until 18 April, with the final event taking place at Dubai’s JBR Beach on 22 April. The challenge is free to enter and there is no limit to how many times each athlete can take the qualifier tests.
For more information about Under Armour, visit UA.com and follow @UnderArmourME on Instagram and Facebook (Under Armour Middle East).
