Under Armour Storms SoHo

Today, Under Armour Inc. (Baltimore) will open its newest and biggest UA Brand House in New York's SoHo district. The two-level, 20,000-square-foot store, located at 583 Broadway between Houston and Prince Streets, is more than twice the size of the company’s Brand House at Harbor East in Baltimore, where the comany is headquartered.

Upon entering the New York flagship, customers are greeted by a 30-by-16-foot video screen lit by 2.6 million LEDs. The video is on a 22-minute continuous loop that includes the company’s brand ambassadors performing various athletic feats and also showcases product. The screen is opposite a “living wall” that replicates one at the company’s headquarters and features 2000 plants, Women's Wear Daily reports. Each of the fitting rooms has a name that corresponds to a location where the company has a presence or a collaboration. Lights brighten automatically upon entering and there are large murals of cities such as London, Baltimore and New York covering the walls.

Susie McCabe, Under Armour’s senior vp of global retail, said that Under Armour continues to look for retail locations around the country. “We’re not going to be in 300 malls,” she said. “We’re looking for quality over quantity. But we are looking for the best locations in appropriate markets.”