New sports brand launches with shop at the North Pole
Sports brand UVU announced its launch over the weekend by opening the first ever pop-up shop at the North Pole.
The shop was designed by retail designers Brinkworth to withstand the extreme conditions of the Arctic circle, and its opening coincided with the 2012 UVU North Pole Marathon.
It housed the brand's full range of race and training wear and a satellite link to feed live footage of both the launch and the race back to the UK.
To further support the UVU launch a number of runners were wearing the brand's clothing on the day, including Andrew Murray, a General Practitioner from Edinburgh, who on Saturday became the first British man to win the race.