The new website aims to allow customers to easily purchase performance products from the safety of their own home. Through launching its new booking site and e-commerce platform, the brand says that it can now safely provide its audience with any shopping method or preference that they need.

"In today's retail climate, being able to track and source data leading consumer trends and behaviour has never been so important," says Gareth Kemp, managing director at Under Armour South Africa.

"E-commerce allows a traditional brick and mortar facility to operate within new limits, setting higher benchmarks as we open our product offering to a wider (more techno-savvy) audience," he adds.

"Keeping this in mind, we've put a fair amount of resource into not only developing an e-commerce platform but ensure we daily implement UX Design and key optimisation strategies," Kemp says.

"We understand that usability is critical for the success of our website and this is a focus of ours," says Camille Fletcher, e-commerce manager at Under Armour South Africa.

"Firstly, it has been designed to be mobile and desktop-friendly, as we know a large percentage of our users shop from their mobile devices. Fast load times are also incredibly important to us and we have already made changes to pages where these were slower than expected," adds Fletcher.

"For our Under Armour South Africa shopper, end-use is important so they can shop by their desired sport as well as by category. We sell technical performance apparel so, in addition, each product carries concise descriptions as it's our best opportunity to provide them with more of the detail they would get from an in-store experience," says Fletcher.

"We will also be rolling out new exciting additions over the coming weeks, which speaks to the innovative technology we offer. Under Armour essentially sell technical solutions for the sole purpose of making athletes better, and we need to focus on clearly communicating this on the online platform and through its usability," Fletcher says.

"How brands behave in a time of crisis will determine their customer affinity for years to come. Now is the time to think beyond the bottom line and share a partnership with society that may not have once existed," concludes Kemp.

For more information, visit You can also follow Under Armour South Africa on Facebook, Twitter or on Instagram.