May 23, 2019 | By Alice Gividen
Last night, Under Armour opened the doors of its new Brand House here in New York City – and we weren’t about to miss it. Packed to the brim, we got a sneak peek at the new store that sits in SoHo on bustling Broadway. Complete with two floors covering just about anything your active heart desires, including a much bigger focus on the female consumer.
A huge standout to us was not only the variety of women’s products, but the diversity across the board. The store is organized by workout, with a large children’s and footwear section (complete with luxe, barbershop-like chairs) downstairs. Tons of color and stylish new silhouettes are prevalent throughout the store, hoping to catch the eye of fashionable city-dwellers.
Thanks to the team at Under Armour for having us down, and congratulations on the new store. Make sure to check it out if you are in SoHo at 583 Broadway at Prince Street and get your gear ready for spring!
– Erin Mintun
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.