17 Jun Under Armour To Open “Brand House” in Chicago
Under Armour will open its newest specialty retail location at 600 North Michigan Avenue in Chicago in March, 2015. Situated in the heart of the city’s Magnificent Mile, on the corners of Michigan Avenue and Ohio Street, the Brand House retail store will focus on cutting-edge products and design and will serve as an example of Under Armour’s commitment to offering customers a superior shopping experience.
Featuring men’s, women’s and youth apparel, footwear and equipment, the Chicago Brand House will be the region’s premiere Under Armour retail destination to shop a full line of Under Armour products that make athletes look, feel and perform their best. The Under Armour Brand House will be staffed with product category experts to ensure that all customers receive guidance and recommendations that are tailored to their unique needs, with the end-goal of outfitting them in the perfect head-to-toe looks.
The Under Armour Brand House will feature nearly 30,000 square feet of interactive retail space and will deliver a fully immersive brand experience. The Brand House will tell the Under Armour story through innovative digital displays that act as points of information, as well as inspiration. The retail concept has been successfully executed in other premium locations, including New York City’s SoHo neighborhood, the brand’s hometown in Baltimore, MD and Tysons Corner in McLean, VA.
“We are excited to open our first Brand House in Chicago, on Michigan Avenue, one of the world’s most iconic and dynamic retail destinations,” said Susie McCabe, Senior Vice President of Global Retail. “The Under Armour Chicago Brand House will be our largest to date and will provide us with a new opportunity to expand upon our mission to make all athletes better, while delivering an elevated and personalized shopping experience.”
Under Armour’s newest location will fortify the brand’s deep connection to Chicago and the surrounding areas, as evidenced by Under Armour’s existing partnerships with iconic local athletic institutions, including the University of Notre Dame, Chicago Cubs, and Northwestern University. The store will also be a destination for customers to experience the brand’s latest innovations, such as the Under Armour SpeedForm line of running shoes, a broad range of Outdoor and Hunt gear, and specialized shops dedicated to running and training. Localized Chicago products will be offered, celebrating the iconic legacy of the city in both sport and style.