Under Armour opens Chicago's first "Brand House" store 

By

Obi Anyanwu

Published
Mar 7, 2015

Under Armour has opened its first Brand House specialty retail store on Chicago’s Magnificent Mile at 600 North Michigan Avenue, just down the street from its much larger rival, Nike. It is the fourth location to be opened by the company following locations in New York City, Baltimore, MD, and McLean, VA.
 
The 30,000-sq.-ft. store offers an interactive experience and an example of the brand’s commitment to the its customers and the city of Chicago. It features men’s, women’s and children's apparel collections, footwear and equipment, and is the first specialty shop to offer UA Hunt and UA Fish.
 

The store also features the brand’s first ever wearables bar based on its Under Armour Connected Fitness platform, offering activity trackers, sports watches and other fitness devices from brands such as Garmin, Pebble and Misfit, with more to come in the near future.
 
"Opening a Brand House on Chicago's Magnificent Mile allows us to establish Under Armour's presence in one of the most vibrant and iconic shopping destinations around the globe," said Susie McCabe, Senior Vice President of Global Retail. "The Under Armour Chicago Brand House will be our largest retail location in the world, highlighting our commitment to innovation while providing consumers with an elevated experience when shopping for apparel and footwear, as well as digital devices and wearables."

Under Armour celebrated the opening of the Chicago Brand House with a virtual obstacle course on Friday called the Earn Your Armour Chicago Challenge where participants ran down Michigan Avenue, kayaked down the Chicago River, climbed the stairs up the Willis Tower and ended with a photo-finish on the sky deck.