Champs Sports and Under Armour to launch store-within-store at Columbia mall

Champs Sports stores is launching a store-within-a-store concept at The Mall in Columbia in collaboration with Under Armour.

The mall-based athletic footwear and apparel retailer is calling its new concept "The Armoury at Champs Sports." (We'll take that as a compliment.)

"The ARMOURY at Champs Sports gives us the opportunity to showcase the breadth of Under Armour's product line and tell its story in a single, cohesive context," Bryon Milburn, president and CEO of the 540-chain Champs said in today's announcement, adding that he expects the dedicated space to help deepen customer loyalty, both for Champs and Under Armour.

Matt Mirchin, president of North America for Under Armour, promises a "unique and fully immersive Under Armour experience for consumers and brand fans" that will offer access to the latest Under Armour gear.

A grand opening is planned for Saturday and Sunday, featuring giveaways and appearances by professional athletes.

lorraine.mirabella@baltsun.com

Champs Sports and Under Armour to launch store-within-store at Columbia mall

Don't miss our 4th of July sale!
Save big on local news.

SALE ENDS SOON

$1 FOR 12 WEEKS

Don't miss our 4th of July sale!Save big on local news.

SALE ENDS SOON

$1 FOR 12 WEEKS

Don't miss our 4th of July sale!
Save big on local news.