Under Armour, Inc. announced the opening of its brand store in Natick, Mass., on August 7. The 4,600 square feet store, located in the Natick Collection Mall, is Under Armour’s third full-price store. In November 2007, Under Armour opened the first brand store in the Annapolis Westfield Mall in Annapolis, Md., and the second debuted in May 2008 in the Fox Valley Mall in Aurora, Ill.

Designed to reflect an authentic sports experience, consumers will walk past a concrete panel storefront and enter the store through a stadium-like tunnel, stepping into a customized branded experience that highlights athletic performance, science and innovation. In-store features include a gigantic bronze statue of brand ambassador “Big E,” a 120-inch rear projection HD video screen and a 32-inch multi-media touch-screen kiosk containing branded content and performance training educational information.

“The new brand store serves as a great platform to engage our consumers in a unique way by experiencing the Under Armour brand first-hand,” said Chris Hufnagel, Under Armour’s Vice President, Retail. “The stores are designed to build deeper relationships with our consumers and to tell the Under Armour brand story.”