Under Armour Pops Up Holiday and Olympic Spirit

Under Armour Pops Up Holiday and Olympic Spirit
Company’s first pop-up store in NYC previews Winter Olympic team uniforms
December 08, 2009

By Alex Palmer

Under Armour is popping up in New York City. The Baltimore-based performance apparel and footwear company opened its first-ever Pop-Up store on Saturday (Dec. 5), in time for the holidays, and to preview the Winter Olympics.

The store, located at 3 West 57th Street, will be displaying several of the uniforms for the United States Olympic team members competing in the Vancouver 2010 Olympics. These include the USA Freestyle Ski team and USA Bobsled team, which are sponsored by Under Armour.

“Our brand mission is to make all athletes better and providing our country's finest athletes with uniquely designed, state-of-the-art uniforms that push the boundaries of innovation brings immeasurable value,” said Nathan Shriver, Under Armour’s art director-interactive. ”Debuting these uniforms at the 2010 Olympics in front of the world is a huge step in Under Armour’s growth as a global brand.”

Spanning more than 3,300 feet, the store showcases the range of the company’s athletic apparel and accessories, from its ColdGear Socks for less than $10, to Men’s Riff Jackets for $549.99. They will also be promoting the company’s Eco Waffle T’s and Catalyst T’s, made from recycled water bottles.

UA has four full retail stores located in Bethesda and Annapolis, MD; Aurora, IL; and Natick, Mass, as well as 35 factory outlets throughout the country. This is the company’s first pop-up store and the first they have opened in New York City.

The store is designed to help educate consumers on how to shop UA’s often technical products and gives background on the brand, from athlete stories about NBA star Brandon Jennings, olympian Lindsey Vonn and MMA fighter Georges St. Pierre, to key UA innovation highlights, including the first UA compression T on display in the company’s “timeline museum. The goal is to attract more athletes to the brand in the heart of NYC retail, and leave those athletes with the message that UA is the highly technical, innovative brand that makes all athletes better,” said Shriver.