Under Armour has appointed Underdog Athletics as the exclusive distributor and licensee for the brand in India.
Under Armour entered India through a wholly-owned subsidiary in 2019. Tushar Goculdas, the founder of Underdog Athletics, also led Under Armour’s India operations and oversaw its launch.
Goculdas told The Hindu BusinessLine, “Earlier, Under Armour was operating as a subsidiary in India, and the stores were being run by retail partners. Now Underdog Athletics is taking over the role of the exclusive distributor and licensee for the brand, and we will continue to work with the same group of retail partners. India presents a large growth opportunity for the Under Armour brand.”
The licensee company will strengthen the brand’s presence in the country with plans to add ten stores per year. Currently, there are 28 stores across 18 cities in the country. An Under Armour e-commerce site is expected to launch in India later this year.
