Obi Anyanwu
Nov 3, 2016
Under Armour opens new Brand House in Boston
Obi Anyanwu
Nov 3, 2016
Under Armour on Thursday opens its new Brand House at the Prudential Center in Boston’s Back Bay. The opening marks as the sportswear brand’s largest Brand House opening in 2016.
The 19,000-square-foot Boston Brand House houses Under Armour’s men’s, women’s, and children’s apparel, footwear and accessories collections on two floors. The collections are highlighted according to its product categories such as training, running, basketball, golf, studio, outdoor, team sports, youth and football. The Brand House also carries localized Boston apparel including Boston Red Sox gear, the New England Patriots NFL Combine Authentic Team collection, and gear for Boston College.
In store, customers will find digital displays that tell the Under Armour story, and a wall map in fitting rooms that follows a run path from the Brand House to Boston’s most historical trail. Each fitting room represents a mile marker and landmark along the trail.
In addition, Under Armour dedicated space to its new UAS label that launched in August.
"Bostonians have a true passion for sports and a fortitude that is hard to rival - qualities which are the essence of the Under Armour Brand," said Susie McCabe, Senior Vice President of Global Retail. "The Under Armour Boston Brand House will highlight our commitment to making all athletes better through performance and innovation, while providing consumers with an elevated shopping experience."
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