specialty store over 25,000 sf
This immersive, sports-centric experi-
ence makes everyone feel like a champion
from the moment of entry. And shoppers
don’t even have to break a sweat inside the
easy-to-maneuver, categorized layout.
Merchandise, technology, and touches of
localization effortlessly blend within the two-
story, flagship store. Spirited, inspired story-
telling imparts a rah-rah theme that connects
with consumers, both familiar and new.
Under Armour’s largest retail location, the
new store is a showcase for the brand’s lat-
est innovative products. A dynamic, black
entry turret sets the tone for 30,000 sq. ft.
of adrenaline-boosting messages and mem-
orable moments. This big, bold statement
serves as a beacon for athletes of all levels.
Expansive windows featuring large athletic
imagery lends an invigorating, enticing edge
to what shoppers are about to encounter.
Immersion begins in the two-level rotunda
with a 65-ft.-high ceiling. Eye-popping vid-
eos and graphics immediately envelop con-
sumers with a high-energy vibe that includes
score updates and social media. A giant bust
wearing a UA shirt, a 30-ft.-diameter LED ceil-
ing, and a 30-ft.-diameter LED ring provide
hard-to-miss, large-scale imagery.
A 20-ft.-by-20-ft. LED cube featuring 725 sq.
ft. of surface area is suspended above the
escalators, further reinforcing the brand. To
access the ceiling, the structure maintains
a corner gap of less than 3mm on the edges
of the bottom LED fifth plain.
The layout focuses shoppers on innovative
products and design in an intuitive journey
leading to zones devoted to core categories: run, train, golf, and the brand’s first-ever
hunt and fish specialty shops. Subtle flooring
changes, backlit graphics, and unique way-finding cues differentiate zones. Camouflage
floors and an ATV make the hunting area a
target. Court lines and a hoop create slam-dunk merchandising in the basketball zone.
Interactive opportunities play a key role and
boost the wow factor. A wearables bar—
another brand first—allows shoppers to see
how Under Amour’s online health and fitness
network integrates with a variety of wear-
able fitness devices. An interactive experi-
ence contains custom software and light
sensors. Users can register their scores and
receive emails containing the results.
Thoughtful details dominate the interior.
A 1,000-lb. wood logo, which took an esti-
mated 1,200 hours to create and 900 hours
to install, makes a strong brand statement.
A living ivy wall treatment near the cashwrap
mimicks Chicago’s iconic Wrigley Field. Gear
from local collegiate and professional sports
teams promotes civic pride. Several custom
mannequins feature the physiques of brand
endorsers in athletic poses.
Timeless materials like natural wood, steel,
and concrete promote power and strength.
Streamlined fixtures, predominantly metal
with some wood accent, allow the product
to be in the spotlight—a goal facilitated by
the removal of walls during the renovation
and the 23. 5 million LED lights throughout
The placement of footwear on the second
floor drives traffic upstairs. An accent mirror
ceiling makes the space feel larger and more
dynamic. Multiple track heads allow lights
to be angled to highlight different shoes.
Staffing with product category experts
ensures that shoppers receive guidance and
recommendations tailored to their unique