Under Armour's surprise choice

With annual sales of US$3.1 billion, the sportswear brand has made an unusual choice for its first Australian store.

Under Armour is set to bypass the capitals of Melbourne and Sydney and open at Harbour Town, Gold Coast.

The outlet shopping centre will reveal 25 new outlet stores this week as part of a $20 million expansion.

Under Armour is currently available via Rebel and Amart Sport stores nationally.

Last year, Under Armour chief executive Kevin Plank said he was in talks with Australian landlords to open flagship stores in major cities.

The strategy was slated to take place over a 12 month period.

Plank said the brand hoped to become one of the top three players in the $1.8 billion Australian market within five years, lifting revenues to $100 million.

Under Armour set up an Australian subsidiary, led by William Phillips, three years ago.

Under Armour will open at Harbour Town in an Australian first, with swimwear brand Tigerlily making its Queensland outlet debut.