REDEFINING RETAIL | Thinking Beyond the Bottom Line in a Time of Global Crisis

COVID-19, an unforeseen pandemic that struck the world in its entirety, leaving countries on lockdown, buildings empty and malls a desolate memory of gatherings past.  In the re-immersion of society, businesses across sectors are being forced to investigate their behavioural protocols from the world that once was, being forced to adapt to survive. Not only does this new era leave room for a complete revamp, Apollo Brands Pty LTD (the official distributor of Under Armour in South Africa), feel that now is the time to hone in on their offering to society through operational adaptation in their retail space, leaving tradition behind and carving a new path forward.

“How brands behave in a time of crisis will determine their customer affinity for years to come. Now is the time to think beyond the bottom line and share a partnership with society that may not have once existed.” Gareth Kemp, Managing Director of Apollo Brands Pty LTD.

 With this being said, Under Armour stores across South Africa have opened their doors once more and will be entering into a space that welcomes thought leadership – rolling out fresh methods of customer interaction and redefining methods of retail as we know it.

“The areas we’ve taken into consideration are amalgamations of staff feedback and consumer patterns, we’ve needed to look inside our own homes and ask, what would we want for our families”, says Kemp. “From June 2020 we will be fully operational within the behaviour protocol areas of the four C’s in new retail:


Before any action is taken, we will ask: Is this considerate to all consumers needs as well as to their fears and concerns around contracting and spreading of the COVID-19 virus.


We will respect space and will not push boundaries in any communication or behaviour.


We will at all times actively practise and over – communicate full safety protocol.


We will offer convenience and next level service in terms of

– shopping methods

– payment methods

– delivery methods


We will at all times look to support our community, from a customer health, staff and societal point of view.”

These considerations have as of June 2020, launched the NEW WAYS TO SHOP UNDER ARMOUR IN SOUTH AFRICA:


will be available to consumers wishing to talk a virtual walk through the store with a tech specialist as a personal shopper. BOOK HERE.


for customers who would like to book out a store for a private shopping experience, between 9 am-10 am, 7 days a week. BOOK HERE.


an @home service that allows consumers to book a private shopping session in the comfort of your own space. Through the process of booking, a tech specialist will be made available to meet you in your considered safe space. Pre-requirements will be shared with your ninja and up to 25 items (10 shoes and 15 garments) will be brought to you for consideration of purchase. BOOK HERE.


In an ode to mobile libraries of old, Under Armour will bring a mobile store to corporates for a limited period. This option will allow a 1-day set up at the corporate residence including a tech specialist on-site to advise on key Run | Train looks. BOOK HERE.

Along with these key initiatives to drive change, Under Armour stores around the country will be put through stringent tests and revamps in order to change safety policies and ensure customers are put first and foremost, to stop the spread of COVID-19 in these areas.