About this lab

This is a private, temporary prototype used to show an Under Armour CMO what an AI-agent-ready UK storefront could look like compared with today's underarmour.co.uk. It is not a shop: there is no cart, checkout or payment, and every buy link goes to underarmour.co.uk. All pages send noindex (meta tag and X-Robots-Tag header).

What is different from underarmour.co.uk

• Category pages are plain server-rendered HTML with ItemList JSON-LD (UA's /c/ pages return a JavaScript challenge to non-JS clients).
• Brand is “Under Armour” (UA JSON-LD says “UnderArmour”); productGroupID, audience/gender, material, heel drop, UK sizeSystem with EU equivalents, and applicableCountry on the return policy are added.
• Copy is UK English: “football boots” not “soccer cleats”, grams not ounces, cm alongside inches, UK spellings. Each PDP lists every edit and the original copy.
• Size guide and delivery/returns policies are HTML tables and JSON, not client-rendered.
• hreflang en-GB self-reference in every page head (UA has none in HTML; its sitemap sends “en”/x-default to underarmour.com/en-us for about 64% of products).
• llms.txt lists products and policies; agents.md; JSON API; MCP server; a mock UCP profile.

Data and limitations

• Source: public UA UK PDP HTML (JSON-LD and the server-rendered page payload), fetched 2026-10-20 with plain GET requests. No login, forms or cart actions.
• Stock is a snapshot, not live. UA images are referenced by URL in structured data only; the lab shows no UA logos or imagery.
• Canonical links point to the real UA PDP; hreflang en-GB points to this lab page (a demo of the pattern UA should use on its own pages).