Under Armour Scores with Brand House Debut

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Under Armour Scores with Brand House Debut

04/28/2014
The SoHo neighborhood of New York City got a little bit more exciting last week as Under Armour opened the doors of its new, innovative, specialty retail location at 583 Broadway. The SoHo Brand House is the retailer's largest retail store and exemplifies the brand's commitment to offering customers the shopping experience they expect.
 
"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, Under Armour's SVP 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 customers with an elevated and personalized shopping experience."
 
The Brand House features 10,000 square feet of interactive retail space for a fully immersive brand experience. Through the use of innovative technology, the Brand House will tell the brand story through digital displays that act as points of information, as well as inspiration. The store includes a marquee video wall, made up of more than two million LED lights, as well as an athlete wall of fame that will feature some of the brand's most authentic and powerful ambassadors.
 
Staffed with product category experts that will guide customers with recommendations tailored to their unique training needs, the Brand House aims to take the shopping experience to the next level. The store will be the first to feature Under Armour's Rowhouse Basement Shop, where staff will provide private consultations to athletes, celebrities and VIP clientele in an intimate setting.