Under Armour Opens New York’s First ‘Brand House’ Store

Under Armour SoHo

Under Armour has opened the SoHo Brand House in the SoHo neighborhood of New York City, its largest retail store to date. Featuring men’s, women’s and youth apparel, footwear and equipment, the store will feature 10,000 sq. ft. of interactive retail space that creates a fully immersive brand experience. The store boasts an impressive marquee video wall made up of over two million LED lights as well as an athlete wall of fame. To take the customized shopping experience to the next level, the SoHo Brand House will be 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. “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, Sr. V.P., Global Retail. “The Under Armour SoHo Brand House 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.”