Plans are underway to bring the first Under Armour specialty store to New York City.
According to Under Armour founder and CEO Kevin Plank the company plans to open a new store in SoHo in the spring and it will be part of the Brand House platform.
The store is expected to Under Amour’s largest Brand House. It will be an evolution of the prototype the company has been using to highlight growing areas such as women’s and youth apparel and footwear and immerse the shopper in the brand’s “make all athletes better” mission.
The new store is part of Under Armour’s push into New York, set to follow the opening of its first New York office early next year as its seeks to expand the brand beyond sporting goods specialty stores.
In addition to the Baltimore store and plans for Tysons Corner and New York, Under Armour has four other specialty stores, in Westfield Annapolis Shopping Mall, Westfield Montgomery Mall in Bethesda and in Natick, Mass., and Vail, Colo. The designer will have 112 factory outlets by the end of next year.