Last updated on April 21st, 2023 at 05:37 AM
Today Under Armour athlete Anthony Joshua unveiled the home for Under Armour (UA) Next, an athletic programme designed to identify, train, and develop London’s young athletes and sports leaders of tomorrow.
Joshua launched the new Battersea Power Station Brand House, which contains the UA Next Academy, by smashing his way through the storefront glass.
UA Next is an ecosystem which makes young team sports athletes better by giving them the ultimate tools to train, compete, and recover.
While only 12 will officially become UA Next Athletes from the selection process, many tens of thousands more will benefit from the testing and training provided at the Battersea Power Station Brand House & online.
The programme is open to those between the ages of 16 and 20 years old and the successful 12 will win a year-long contract with Under Armour.
The launch follows government findings that activity levels for young people in the UK remain down compared to pre-pandemic, with just 44.6% of 5–16-year-olds undertaking 60 minutes or more of physical activity every day during 2020-2021 (down from 46.8% during 2018-19). Crucially, London was the second worst performing region in the UK with just 45.3% getting the required exercise.
“For talented young athletes, we know that it takes a lot to cut through. That’s why we want to remove barriers and empower them by providing the ultimate ‘edge’ programme to help them achieve their goals.
“While we are launching in London, the hope is to expand our tried and tested UA Next programme across the wider EMEA region in the years to come.
Taking part in UA Next means young athletes get the opportunity to be seen, trained by expert coaches, and learn how to raise their game at every step of the process,” said Kara Trent, Managing Director EMEA at Under Armour.
The UA Next Academy within the new store will serve as the headquarters for the programme. The Academy includes facilities where athletes can receive advanced training, physiological assessments, and performance guidance from the Under Armour Athlete Performance Team.
The space accounts for 150 sqm of the store’s total 502 sqm and includes a reception area, lockers, a running track, interactive touchscreens, and more.
“I am proud to help launch this Brand House with Under Armour – particularly in the city where I grew up. I think we have a duty to our community and the stars of tomorrow.
I’ve experienced first-hand how invaluable it is when coming up through the ranks to have access to the right mentors, the solid equipment, smart training programmes and so on.
It’s why I’m so happy to be involved with UA Next London; playing my part to get the new generation of top youth athletes to the next level.” said Anthony Joshua, UA athlete and Two-time Heavy Weight Champion of the World.
The programme provides young talent with access to top coaches, facilities, and the tools to take their game to the next level.
By becoming one of the faces of UA Next London, it also allows them to tell their story on the biggest stage and inspire their local communities.
Chosen UA Next athletes have the added benefit of meeting their sporting idols, travelling to Under Armour’s headquarters in Amsterdam, and watching brand ambassadors such as Trent Alexander-Arnold perform live.
The Battersea Power Station store opening is just the latest in a series of announcements which demonstrate the brand’s commitment to the UK and wider EMEA region.
Under Armour recently announced major launches at Liverpool ONE and London’s Westfield shopping centre in Stratford, with more to come later in the year.
Those who are keen to apply to be part of the UA Next London programme can apply here: https://www.underarmournext.co.uk/