Under Armour made its entry into branded retail today, with the official opening of its first-ever retail store. Located in the Westfield Mall in Annapolis, MD, the store occupies 4,500 square feet of retail space.
SGB was on location at the store on October 31, getting a sneak peek the day before the official opening. Look for expanded coverage in the December issue of SGB.
For now, here's a teaser—an exclusive video tour of the new Under Armour store, shot on location by the SGB staff.
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5 comments:
Very cool - did you film this during your trip down there this week?
Yes indeed. The mall has a new wing opening and many of the surrounding stores were scrambling to get their interiors finished in time for the grand openings the next day. Under Armour was pretty much ready to go, though.
I'm a little disappointed. I was really excited to see what UA would do with a blank slate and (when compared to the energy and attitude that is found in UA marketing pieces) it just felt... blah. Now, let me stress that I am formulating the opinion based on the video alone, and I'm sure it is much more impressive in person. I've been in the sporting goods industry for 10+ years (marketing) and this store doesn't hold a candle to Puma retail, Niketowns, or even niche retailers like Lululemon. UA has blown us away with great products and powerful imagery - yet for this retail powerhouse the focus seems to be on volume over style and substance. How would I have changed it? Less product (it felt like a warehouse), more open space. Give me some interactive stations that highlight the performance features. Let me run on the field with my cleats before I buy. Let me stay warm in the cold room. Let me experience the product (because everyone knows you can purchase the product anywhere). Am I being to harsh?
Great job with the video. I think to the point above, no this does not look like a Niketown but it probably is not meant to, and I am interested to see how that shoe wall fills up.
It does look a lot like an Oakley Vault though...
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