Under Armour launched its first ever UK store in Liverpool ONE last night, with sponsor Trent Alexander-Arnold as a special guest at the event.
The event was exciting and busy. Staff from Under Armour gave the ECHO a tour of the new shop, while excited young footballers and Under Armour employees got to meet one of their heroes.
The shop features a large set of red doors, said to be a cornerstone of all Under Armour stores. Inside, the walls are adorned with state of the art sports clothing, covering men and women.
A large sign by the doors simply states: "Under Armour Makes You Better". Staff from Under Armour explained the brand's origins in American Football, as founder Kevin Plank committed to higher quality t-shirts to wear underneath sports kits.
At the back there is a specific section featuring Trent. There is a mural of the right-back, alongside Under Armour clothes he has modelled.
There is also a pair of Trent's match-worn boots from the World Cup on a plinth. It is adorned with the quote: "You have a job to do and whoever I am up against I will try to come out on top like I always try."
Sports presenter Josh Denzel officially opened the event, praising the "proud sporting history" of the city. Trent arrived soon after and was tasked with a challenge: smashing the fake glass at the front of the shop with his trademark free-kick technique.
Everyone was ushered outside to witness his attempt. He managed it, from a difficult angle, on the third try.
Afterwards, he took questions from Josh and the young footballers at Tiber Football Centre in Toxteth. One said he was desperate to move positions from left wing to right back because of of how Trent plays.
Another, in typical Scouse fashion, asked him who the "soundest" footballer was at Liverpool. Fellow full back Andy Robertson was his answer.
On that famous quickly taken corner, he revealed his fear that Jurgen Klopp would be "mad" at him if it didn't work out. After the Q&A had finished, he patiently had pictures taken with the young footballers, before signing shirts and the aforementioned plinth.
Joe, an Under Armour employee, said he was delighted to have a Liverpool shirt signed by the footballer from West Derby. He also expressed excitement about the new store of brand which is seen everywhere in Liverpool.
He said: "It'll give it the recognition it deserves." Adam Harrison, the visual merchandising lead for Under Armour, said he was "absolutely delighted" with the launch.
Speaking about the businesses choosing Liverpool as the destination for its first store, he said: "Liverpool is a great place for us. We've got the connection with Trent and we love being here."
He also expressed his pride at seeing Trent on the stage promoting the brand. He said: "We've been on a journey on a Trent for a number of years. To see the maturity with how he answered those questions... what a guy. And what a right back!"
Trent said in a statement: "Whether through our work with Tiber FC or opening the new Under Armour Brand House which will allow the toughest local athletes to strive for more, I’m really keen to help more young people from the area get into sport.”
Kara Trent, managing director EMEA at Under Armour, added: "Liverpool is a hub of sporting excellence, serving the region and beyond, so we’re delighted that our new Brand House will enable us to meet ever-increasing consumer demand in this area."
Trent then chatted with the ECHO's Chief Liverpool FC correspondent Paul Gorst. He spoke about his love of the brand as well as the difficulties the team have faced this season. You can read and watch the interview here.
The Under Armour store is on the upper level of South John Street in Liverpool ONE.
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