Under Armour hosted a community celebration this past weekend to mark the official grand opening of its UA Flagship Brand House at Baltimore Peninsula.
The new 24,000 square-foot store is situated on the campus of the brand’s new global headquarters, bringing UA’s retail presence physically closer to its athletes, product and innovation teams.
“The new Brand House marks a significant milestone in Under Armour’s journey to becoming the world’s best athletic performance brand. Offering an immersive experience inspired by Under Armour’s Sports House pillars of Sports, Athletes, Passion and Innovation—the store’s design brings to life the intersection of the gyms, stadium and locker rooms athletes live in and the spaces in which performance innovations are made,” the company said in a media release.
“The first to embody our ‘Sports House’ retail concept, this new flagship store will serve as a beacon for future brand houses and reflects Under Armour’s ambition to put the athlete and consumer at the center of everything we do. As we officially open the doors to Our House, we look forward to driving greater clarity and a deeper connection with our audiences through integrated storytelling, design, and performance innovation across categories,” offered Under Armour’s President of Americas, Kara Trent.
The company said two of the store’s entrance doors “transport shoppers into an immersive experience that prominently features signature franchises for which Under Armour is known.” The store’s main entrance showcases Under Armour’s innovation heritage. A second tunneled entrance, adjacent to the campus stadium, track and field where local Baltimore City schools will play, “emphasizes Under Armour’s deep roots in team sports and features a dedicated area for team sports gear.”
“The store’s design pays homage to UA’s commitment to athletes, prominently showcasing athletes on the brand’s roster. The space features a floor-to-ceiling autograph wall, which will display hundreds of signatures of UA high school, college and professional athletes who visit the store,” the company added.
The flagship store also offers onsite hemming and alterations and an interactive youth zone where customers can “test their jump power, grip and hand-eye coordination.”
Image courtesy Under Armour, Inc.
