Continuing its rollout of brand houses, Under Armour is opening its largest one of the year: a two-floor outlet in Boston.
The 19,000-square-foot store is opening Thursday at the Prudential Center in the city's Back Bay.
The store's offerings will include localized Boston apparel, including Boston Red Sox gear and New England Patriots apparel tied to the company's role as outfitter of the league's annual combine. The brand house will also sell Boston College apparel.
Brand houses are, in effect, flagship stores allowing Under Armour to customize its interaction with customers. The stores present a way for the Baltimore-based company to offer a broader selection of its sports apparel and footwear than at wholesale partners.
Under Armour has recently opened brand houses at the new World Trade Center retail complex in Lower Manhattan and another on Walnut Street in Philadelphia. Other locations include Chicago, Baltimore's Harbor East, Annapolis Mall, Westfield Montgomery Mall in Bethesda and Tysons Corner Center in Virginia.
For its Boston opening, Under Armour is staging a competitive climb up the Prudential Tower on Saturday to benefit the the Boston Police Department and Boston Fire Department.
Under Armour's best-known Boston ambassador is New England Patriots quarterback Tom Brady. "Boston has become my home in so many different ways over the past decade and a half, and I'm thrilled to welcome Under Armour to this city," Brady said in a company news relase.
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