Baltimore - Under Armour opens its newest specialty retail location in the SoHo neighborhood of New York City on April 24. The SoHo Brand House is Under Armour's largest retail store to date and is the first store to feature Under Armour's Rowhouse Basement shop, where staff will provide private consultations to athletes, celebrities and VIP clientele in an intimate setting.
The Under Armour Brand House will feature nearly 10,000 sq. ft. of interactive retail space that creates a fully immersive brand experience. Brand House will tell the brand story through digital displays that act as points of information, as well as inspiration. The store offers a marquee video wall made up of more than two million LED lights, as well as an athlete wall of fame. The specialty retail concept for the Brand House has been executed in other locations, including Baltimore and Tysons Corner in McLean, Virginia.
"We are excited to open our first Brand House in New York City, one of the world's most dynamic retail centers," said Susie McCabe, senior VP of global retail. "The Under Armour SoHo Brand House is our largest to date and provides us with a new opportunity to expand our mission to make all athletes better while empowering our consumers with an elevated and personalized shopping experience."