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Under Armour Opens Boston Brand House

When it’s deliver-or-die, supply chains become the lifeblood of a company. To that end, the fashion industry has embraced technology to navigate today’s hyper-complicated supply chain, with myriad solutions shaping the first, middle and last mile. Call it Sourcing 2.0.

Locals Tom Brady and Gisele Bündchen dropped by the opening of Under Armour’s new Boston Brand House located at the Prudential Center in Boston’s Back Bay last week.

The 19,000-square-foot store boasts two floors of the brand’s footwear, training, running, basketball, golf, studio, outdoor, youth gear in a digital setting. Delivering a fully immersive brand experience, Under Armour tells its brand story through informative digital displays and targets youth customer with the Optojump experience, an interactive readiness and skill test that helps athletes measure speed, power and reaction.

The store also features a dedicated space for the new UAS sportswear label and a space for localized Boston product, including Boston Red Sox gear and the New England Patriots NFL Combine Authentic Team collection.

“Bostonians have a true passion for sports and a fortitude that is hard to rival—qualities which are the essence of the Under Armour brand,” said Susie McCabe, senior vice president of global retail. “The Under Armour Boston Brand House will highlight our commitment to making all athletes better through performance and innovation, while providing consumers with an elevated shopping experience.”

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