Under Armour, the leading athletic performance apparel, footwear and accessories brand, revealed opening-weekend plans for the company’s new specialty retail store, the Under Armour Brand House in Baltimore’s Harbor East neighborhood. Featuring men’s, women’s and youth apparel, footwear and accessories, the Under Armour Brand House will be staffed with experts within each product category to provide athletes with the most personalized and superior shopping experience.
The Brand House will also be home to the state-of-the-art, interactive Innovation Center - the exclusive in-store destination for consumers eager to view and experience Under Armour’s latest innovations for the first time, including the new first-of-its-kind Armour39 performance monitoring system (available for purchase in Spring 2013). The system will be available for pre-sale orders in store on February 16th.
The Under Armour Brand House is located at 700 South President Street and occupies approximately 8,000 total square feet, with 6,100 square feet of retail space. Through the use of cutting-edge technology, the Brand House will tell the brand story through digital displays that act as points of information, as well as inspiration. The Brand House will also display prolific imagery of some of Under Armour’s most exciting Baltimore-based partnerships, including the Under Armour Performance Center – the official training center for the Baltimore Ravens, St. Frances Academy, and more.
In addition, the Brand House will feature imagery and informative video spots surrounding the brand’s largest global marketing campaign to-date, I WILL. Bringing to life the passion and determination that drives all athletes, I WILL underscore Under Armour’s commitment to engineering innovative products that provide real performance advantages.
“The Under Armour Brand House provides us with a new opportunity to advance our mission to make all athletes better and to provide our consumers with an elevated retail shopping experience and the largest depth of product offerings at retail to date,” said Henry Stafford, Senior Vice President, Apparel, Accessories and Outdoor, Under Armour.
"We are excited to bring this specialty store to our hometown of Baltimore and expand our commitment to the community through local partnership activations, exclusive Baltimore-inspired product offerings, and the introduction of a more educational, interactive and rewarding shopping experience."
With a focus on innovation and design, the Under Armour Brand House will ensure that all customers receive guidance and recommendations that are tailored to their unique training needs, with the end-goal of outfitting them in the perfect head-to-toe Under Armour products that will make them look, feel and perform their best.
The brand’s new specialty store is the latest example of Under Armour’s commitment to consumers and residents throughout the Baltimore area. In 2012, Under Armour created “WIN Baltimore,” an empowerment program designed to generate positive social change throughout the city and its surrounding communities.
Nashville-based strategic agency FLO provided creative advisory services for store layout, design, and features.