Under Armour teams up with Emakina to create a new e-commerce platform for the Middle East

Under Armour teams up with Emakina to create a new e-commerce platform for the Middle East

Global sports company Under Armour, distributed by Athlocity L.L.C across the Middle East, has over 30 brick and mortar stores in the region. In collaboration with Emakina, they will be expanding their consumer reach by adding an e-commerce platform to their sales channels. Consumers across the region are some of the most connected and digitally aware in the world, therefore deploying an omni-channel retail ecosystem was a natural progression.

“With e-commerce growth last year in MENA region outpacing UK & US markets, now is a great time to offer our customers a convenient way to interact with the Under Armour brand and purchase products by launching a localised site. With the support of the global and regional teams we’re now implementing the Under Armour website with Omnichannel capabilities, offering our customers the opportunity to shop in either English or Arabic and in their local currency.” — Gaurav Sharma, Retail Director at Under Armour.

Emakina created a branded digital experience for Under Armour, giving their customers a place to discover and interact with the brand’s innovative and technology-driven products via desktop, phone and tablet. Advanced Omni-channel features such as pay and collect and real time inventory add to the consumer experience.

Technology partner Fluent Commerce supported the digital transformation, offering a customisable Order Management System. Emakina was able to adapt Fluent Commerce’s technology to provide Under Armour with additional functionalities that met the brand’s unique business requirements.

The platform will launch in the United Arab Emirates and in the Kingdom of Saudi Arabia. Product Information Management Tool, Order Management System, Customer Relationship Management and Storefront Solutions work together harmoniously to support all of Under Armour’s e-commerce activities.

Yoldas Ertugrul, Vice President at Emakina MEA adds “We united with Under Armour as one single team. Challenges were tackled together to always find the best solutions, and milestones were celebrated throughout the process. Such a strong chemistry with a client keeps everyone engaged and motivated to reach a common goal : delivering the best customer experience possible.”


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Emakina is a digital agency with global reach. It is part of Emakina Group, an agency network uniting more than 1,000 talents in 18 countries across 3 continents. Marketing and technology experts work in concert with their clients to grow their business and brand value. Together, they gain the necessary user insights to develop highly effective strategies and creations. These include cutting-edge applications, websites, e-commerce projects, impactful content and campaigns.  

As the ambassadors for users, Emakina places the user’s expectations and requirements at the heart of any digital experience. This approach offers the agency’s customers and their brands a privileged relationship with their new leaders: the consumers of the digital age.


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