Under Armour partners with Underdog Athletics to strengthen distribution network

By

Maverick Martins

Published
Apr 20, 2022

Sportswear brand Under Armour has appointed Underdog Athletics as its exclusive distributor and licensee in the Indian market.

With this association, Underdog Athletics will help the brand strengthen its presence in the Indian market through retail stores, an exclusive India webstore, and key e-commerce platforms.

Commenting on the association, Dennis Pettis, vice president, South Asia Pacific at Under Armour in a statement said, “As we drive international growth, we are excited to partner with Underdog Athletics to expand the Under Armour brand in India. As we continue to inspire athletes with performance solutions that they never knew they needed and can't imagine living without, we look forward to Underdog Athletics helping elevate the brand experience and market penetration for Under Armour in India.”

Tushar Goculdas, managing director of Underdog Athletics added, “India presents a large growth opportunity for the Under Armour brand, and we're excited to help drive this immense potential. We are committed to further strengthening Under Armour's position in India as the most loved athletic performance brand creating inspiration through our global and Indian brand ambassadors and delivering premium shopping experiences across retail and digital channels.”

Underdog Athletics was founded by Tushar Goculdas, who launched the Under Armour brand in India in 2019. At present there are 28 brand house stores of Under Armour in India operated through franchise partners in 18 cities.