Under Armour Opens NY Brand House

Under Armour has opened the doors of its newest specialty retail location in the SoHo neighborhood of New York City.

With a focus on cutting-edge products and design, the SoHo Under Armour Brand House features men's, women's and youth apparel, footwear and equipment in the nearly 10,000-square-foot store.

The interactive retail space creates an immersive brand experience through digital displays that act as points of information, as well as inspiration, a marquee video wall and an athlete wall of fame that will feature the brand's ambassadors.

Localized New York products will also be offered exclusively at the SoHo Brand House, celebrating the iconic legacy of the city in both sport and style.

"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, senior vice president, global retail, Under Armour. "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 consumers with an elevated and personalized shopping experience."

Staffed with product category experts, customers will receive a shopping experience customized to their needs. The SoHo Brand House will also be the first store to feature Under Armour's Rowhouse Basement shop, where staff will provide private consultations to athletes, celebrities and VIP clientele.

This is the third Under Armour Brand House to launch in the U.S. The first two are located in the brand's hometown in Baltimore, MD, and Tysons Corner in McLean, VA.