On Friday, September 13, 2019, Brand House Shinjuku (BH Shinjuku), a new store from American sports brand Under Armour, opened its doors!

A global flagship store is a key hub designated by Under Armour's U.S. headquarters for its worldwide expansion, and BH Shinjuku is the first of its kind globally. The retail space spans approximately 1,500 square meters, making it one of the largest in Asia. BH Shinjuku's mission is to welcome all customers, from adults to children, as athletes, and to motivate everyone from top athletes yearning to improve and grow stronger, to those who wish to integrate sports into their lifestyle, by meeting their individual needs.

BH Shinjuku will feature exclusive products inspired by Shinjuku, Tokyo, and will offer a variety of brand experiences, including regular events like yoga and the original training program "I WILL 50" in the mezzanine studio. It is expected to serve as a community hub in Shinjuku, one of Asia's leading districts, where people can connect through sports.