Under Armour is set to open the doors of its newest specialty retail location tomorrow at 600 North Michigan Avenue on Chicago's Magnificent Mile. Under Armour's newest store will feature two floors of the brand's latest innovations across various product categories, including outdoor, team sports, training, running, golf, studio, youth and footwear.
Chicago's Brand House is also the first to offer specialized shops for UA Hunt and UA Fish.
The Chicago Brand House features nearly 30,000 square feet of interactive retail space and delivers a fully immersive brand experience, telling the brand story through digital displays that inform and inspire. The retail concept has been successfully executed in other premium locations, including New York City's SoHo neighborhood, the brand's hometown of Baltimore, MD and Tyson's Corner in McLean, VA.
“Opening a Brand House on Chicago's Magnificent Mile allows us to establish Under Armour's presence in one of the most vibrant and iconic shopping destinations around the globe,” said Susie McCabe, senior vice president of global retail. “The Under Armour Chicago Brand House will be our largest retail location in the world, highlighting our commitment to innovation while providing consumers with an elevated experience when shopping for apparel and footwear, as well as digital devices and wearables.”
Serving as a retail hub for the Under Armour Connected Fitness platform, the Chicago Brand House contains the brand's first-ever wearables bar, offering a range of industry-leading fitness devices from brands such as Garmin, Pebble and Misfit, with others to be added in the near future. These activity trackers and sports watches will all integrate with UA Record, the world's most comprehensive health and fitness network dedicated to changing the way all athletes train, perform and live. For more information visit record.underarmour.com.
Under Armour's newest specialty retail location also reinforces the brand's connection to Chicago and the surrounding areas. A large living wall inspired by the Wrigley Field ivy will be a focal point within the space, and the Brand House will also offer localized Chicago apparel that celebrates the legacy of the city in both sport and style. Under Armour has existing partnerships with iconic local athletic institutions, including the Chicago Cubs, University of Notre Dame and Northwestern University.
To celebrate the store opening, Under Armour is hosting an Earn Your Armour Chicago Challenge, a virtual obstacle course which challenges participants to run down Michigan Avenue, kayak down the Chicago River and stair climb up the Willis Tower, ending with a photo-finish on the sky deck. The Earn Your Armour Chicago Challenge will take place at Pioneer Court (3/6, 11 a.m. 6 p.m. CST) and Shamrock Shuffle (3/27, 10 a.m. 8 p.m. and 3/28, 9 a.m. 6 p.m. CST).
