Under Armour will open its first Brand House in Wisconsin at 610 State Street in Madison on September 2.

Located steps away from the University of Wisconsin, the space features select product inspired by the brand’s newest collegiate partner.

The Madison Brand House will feature men’s, women’s and youth apparel, footwear and equipment, and will be the region’s signature location to shop a full collection of Under Armour products. The assortment at this Brand House will be inspired by its proximity to the University with a full zone dedicated to Wisconsin apparel in addition to official NFL Combine Authentic Team Collection product and MLB fan gear for the region’s professional teams.

The Madison Brand House features more than 15,000 square feet of retail space. This is also the first Under Armour Brand House to feature two levels of footwear offerings to consumers.

“Our new Brand House in Madison fortifies our connection to the city as evidenced by our existing partnerships with local athletic institutions throughout the region,” said Susie McCabe, Senior Vice President of Global Retail, Under Armour. “This Brand House, a complimentary location to our local retail account partners, will be a destination for customers to experience all of the brand’s latest innovations and localized offerings through an elevated and personalized shopping experience.”

Photo courtesy Under Armour