First Look: Under Armour, Boston
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Under Armour has brought its “brand house” experiential store format to Boston, opening a location at the Prudential Center.
The nearly 19,000-sq.-ft., two-level store delivers an immersive, engaging brand experience enhanced by state-of-the-art digital displays that are designed both inform and inspire.
Local touches are evident throughout the space, with New England Patriots’ star Tom Brady playing a prominent role. A “199” wall mural of ceramic casts of footballs celebrates the Patriots’ 199th selection of Brady in the 2000 NFL draft. A football, gloves and cleats used by Brady are displayed in a glass case set against an oversized photo of him.
In other local references, a wall map in the fitting room area details a running path that starts at the store and leads to Boston’s well-known “Freedom Train,” which passes some of the city’s most historical sites. Each of the fitting rooms represents a mile marker and landmark along the renowned trail.
The store also boasts “Optojump experience,” described as an interactive readiness/skill test that helps youth athletes measure speed, power, and reaction.
Featuring men's, women's and youth apparel, footwear and accessories, accessories, the new store also sells localized Boston apparel that celebrates the sports legacy of the city, including Boston Red Sox gear and the New England Patriots NFL Combine Authentic Team collection. Under Armour Boston also sells gear in with its existing partnership with Boston College.
Under Armour has brought its “brand house” experiential store format to Boston, opening a location at the Prudential Center.
The nearly 19,000-sq.-ft., two-level store delivers an immersive, engaging brand experience enhanced by state-of-the-art digital displays that are designed both inform and inspire.
Local touches are evident throughout the space, with New England Patriots’ star Tom Brady playing a prominent role. A “199” wall mural of ceramic casts of footballs celebrates the Patriots’ 199th selection of Brady in the 2000 NFL draft. A football, gloves and cleats used by Brady are displayed in a glass case set against an oversized photo of him.
In other local references, a wall map in the fitting room area details a running path that starts at the store and leads to Boston’s well-known “Freedom Train,” which passes some of the city’s most historical sites. Each of the fitting rooms represents a mile marker and landmark along the renowned trail.
The store also boasts “Optojump experience,” described as an interactive readiness/skill test that helps youth athletes measure speed, power, and reaction.
Featuring men's, women's and youth apparel, footwear and accessories, accessories, the new store also sells localized Boston apparel that celebrates the sports legacy of the city, including Boston Red Sox gear and the New England Patriots NFL Combine Authentic Team collection. Under Armour Boston also sells gear in with its existing partnership with Boston College.