Under Armour will open its first store in Baltimore – the Under Armour Brand House – on Saturday, Feb. 16 in Harbor East, the sports apparel company announced.
The Locust Point-based company said in November that it would open an 8,000-square-foot specialty store at 700 S. President Street in the waterfront neighborhood of upscale shops, restaurants, hotels and apartments.
In its promotion for the store, a new format for Under Armour, the company promises "a store unlike any you’ve seen before, featuring the very best UA innovations and Baltimore-exclusive products … all engineered to make athletes better."
For Under Armour, it's part of a plan to increase direct-to-consumer sales. The "Brand House" will allow Under Armour to show the full range of its products and be staffed by experts in specific sports, company representatives have said.
Under Armour CEO Kevin Plank has described the new store as "the ultimate expression of the Under Armour brand," saying it will place footwear at the center, devote a good amount of floor space to women’s apparel and help the company figure out how to best reach consumers.