Nketiah joins Under Armour’s rapidly growing roster of football athletes, that includes Trent Alexander- Arnold and Antonio Rudiger, amongst others. The rising Arsenal goal scorer will wear Under Armour’s Shadow Pro boots on the pitch and Under Armour’s latest performance and sport-style products off it.

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Following Westfield Stratford, Battersea Power Station, and Liverpool ONE earlier in 2023, the Oxford Street location is the latest in a string of successful Brand House debuts. Nicole Holliday, a TV presenter and Arsenal fan, hosted a store Q&A session with Nketiah, who grew up playing football in London, at the store launch event.

They talked about what it takes to be a professional athlete in London, as well as his advice to other aspiring athletes on their road to compete. This struck a chord with the UA Next Athletes in the crowd, many of whom are on their way to becoming Premier League footballers one day.

Eddie Nketiah said, “It’s really exciting to partner with Under Armour, a brand that has a history of working with great athletes who also share the same challenger mentality as me. As a Londoner who experienced first-hand what it takes to make it to the top of club football, I love what the brand is doing to help young athletes reach the peak of their performance through the UA Next London program, and I look forward to playing my part.”

Kara Trent, Managing Director EMEA at Under Armour, said: “Eddie is a determined, hardworking young athlete who is continually striving for more. As we look to inspire and engage with young team sports athletes in London, he is the perfect addition to our growing roster of football athletes and will be a great role model for the UA Next programme.”

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The City of London and the famous London Tube served as inspiration for the Oxford Street store’s design. The space’s existing structural features are covered in locally made black and white handcrafted tiles, with the Under Armour brand applied to symbolize the company’s close ties to both London and its players.

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Eddie Nketiah made his (branded—he previously already wore whiteout UA boots) Under Armour debut, scoring one goal in a 2-2 draw against Fulham.