Under Armour Opens Boston Outpost


Baltimore-based athletics retailer Under Armour has opened its latest specialty retail location in Boston’s Back Bay at the Prudential Center. Spanning nearly 19,000 sq. ft. across two floors, the interactive Boston Brand House will highlight the brand’s extensive offerings and feature digital displays aimed to inspire.

The store will offer innovative men’s, women’s and youth apparel footwear and accessories across various product categories, including training, running, basketball, golf, outdoor, and team sports, as well as a dedicated area for the new UAS label.

Delivering a fully immersive brand experience, the store design tells the Under Armour story through digital displays that inform and inspire. The Optojump experience, an interactive readiness/skill test for youth customers, helps athletes measure speed, power and reaction.

The Boston Brand House will also feature localized Boston apparel representing the city’s sports legacy including Red Sox gear, the New England Patriots NFL Combine Authentic Team collection, and Boston College. Fitting rooms are designed with wall maps depicting a running path that leads from the store through the city’s most distinctive trails.

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