Stadium appeal

Stadium appeal
Sportswear brand Under Armour's first store has a raw, under-the-bleachers attitude

By Janet Groeber, Contributor
March 01, 2008

Javier Jarrin, OMS Photography, Cincinnati

A dozen years after former University of Maryland football player Kevin Plank rethought the sweat-soaked cotton undershirt for athletes, Under Armour, a manufacturer of compression garments (i.e. sweat-wicking undergarments), has made a play into the highly competitive athletic apparel arena. Last November, Baltimore-based Under Armour opened its first full-line retail store in Annapolis, Md.

Close to its headquarters, the new 4,500-sq.-ft. store in the Annapolis Mall was conceived as both billboard and laboratory for one of the hottest athletic brands of the moment. Under Armour is popular with players on many NFL teams, and is also the official supplier to Major League Soccer, the National Hockey League, USA Baseball and the U.S. Ski Team. On the amateur front, Under Armour is the official supplier to four Division I college teams and sells to more than 300 other universities. Under Armour's ad campaigns—"Protect This House," "Click-Clack" and "Boom, Boom, Tap"—have become brand icons over the past few years.

Under Armour's product lines have now expanded to include men's, women's and kids' apparel, accessories and footwear that are sold at more than 6,500 retail outlets. The brand's popularity with up-and-coming athletes ages 10 to 20 is giving competitors like Nike a run for its money. Under Armour, however, had a much different philosophy when it came to approaching the design of its first full-line store. "We didn't want it to be a museum, because we're [a brand that is] very much in the moment," says Chris Hufnagel, Under Armour's vice president of retail. The goal for its first retail foray, he explains, was to be "relevant, current and today," incorporating a timeless, easy-to-maintain design that would "have legs."

Under Armour selected Cincinnati-based FRCH Design Worldwide to assist in designing what its founder Plank, who is also Under Armour's chairman and CEO, calls "the physical manifestation of the Under Armour brand." Explaining the purpose of the store, Steve McGowan, FRCH's vice president and creative director, says, "[The store] is not about celebrating heroes. It's about delivering a message about the brand." Together, the Under Armour and FRCH teams helped bring to life the store as a metaphor for "being underneath the bleachers in the hometown stadium." FRCH was also charged with developing a scaleable, prototypical design that could be rolled out over the next few years, likely to mall locations.

Beginning at the lease line, a massive-looking storefront constructed of 4-ft.-by-8-ft. concrete panels provides an intriguing introduction to the Under Armour store. The windowless façade directs visitors to enter the "stadium tunnel" that leads to the main sales floor. There, décor and architectural elements such as concrete, exposed beams and raw metal show the authenticity of the Under Armour brand, McGowan explains. A façade painted to resemble concrete would have been easy, Hufnagel notes, but it wouldn't have been "brand-right." Instead, the 2-in.-thick concrete panels were pre-cast and, after considerable structural engineering, brought to the site for installation.

Visitors can actually "hear" the store moments before they encounter the monolithic storefront. Inside the tunnel are six embedded surround-sound speakers completely hidden from view. The three different audio tracks playing simultaneously, Hufnagel explains, "are recordings of actual stadium noise, crowd noise, coaches and the 'click clack' of football cleats, which envelops customers, though they don't know where it's coming from." A fully digital transducer system enables volume levels in the tunnel to gradually increase as the customer enters. It's an inspiring cacophony that adds to the feeling of anticipation before the "big game."

Before getting to the goods, shoppers will also pass the larger-than-life bronze statue of "Big E," Under Armour's brand ambassador. At the end of the tunnel, customers descend a few steps and stand under the 15-ft. ceiling of exposed steel beams to take in the fully merchandised floor, which is punctuated with colorful oversized graphics against troweled "frescoed" walls of contrete.

Despite what sounds like a palette of rigid and cold industrial materials, the store is quite warm and inviting, Hufnagel explains. "Whenever we talked about materials, we always juxtaposed them next to our products." And a year from now, Hufnagel says, "We expect the (store and fixtures) to develop a patina and look even better for wear." Beyond looking warm, fitting room floors were outfitted with radiant floor heat making them toasty to the touch.

The new store also embodies Under Armour's commitment to technology and innovation. In addition to the surround-sound system, there's a 120-in. rear-projection HD television screen and a 32-in. multimedia touchscreen kiosk containing branded interactive content and educational elements.

The Under Armour store is a retail laboratory for the brand, and is key to its future success. "[The store] allows us to test new product, fixtures and marketing ideas since we can have something on the sales floor, and we get instantaneous customer feedback," Hufnagel says. "We'll get better at what we do, which in turn will make everyone better."

WEB EXTRA! One-on-one with the designer: Steve McGowan, vice president, managing creative director, FRCH Design Worldwide, Cincinnati

Q: How did you get started in the design profession?
A: My background is in the theatre as a production designer. I use theatrical principles to drive creative retail design solutions.

Q: What challenges will retailers face in the coming five to 10 years?
A: The ability to change and stay relevant to a very diverse, time-starved customer base.

Q: Where do you see the retail design industry five years from now?
A: Temporary and flexible. Pop-up retail bazaars or retailers' edited brand collections in smaller footprints highlighting the hottest products.

Q: How do you keep your staff motivated? Is it challenging to incite inspiration?
A: It is not challenging to incite inspiration. We keep our staff motivated with outrageous brainstorming, professional development, field trips, sketching and art sessions.

Q: What are your first steps in conceptualizing a new project design?
A: We employ a solid, inclusive process with clients. From interviews, research and consumer insights we create an image strategy that influences concept design and ultimately the final execution.

Q: What retail project would you most love to get your hands on as a designer?
A: I would love to be involved in the Ground Zero Memorial. Retail on that site needs to be respectful and reflective.

Q: What is your favorite design project of all you've worked on?
A: Just one? Under Armour--the process was fresh and invigorating. American Girl Boutique and Bistro--the guest reaction has been the most rewarding.

Q: Because of your profession, do you have trouble differentiating yourself as customer or designer when in a store?
A: You cannot separate the customer from the designer. We have to design intuitively with customer sensibilities in mind.

Q: Who are your role models/mentors in the design field?
A: I get amazing inspiration from kids and design students.

Q: What three words would you use to describe your design philosophy?
A: Immersive/Emotional/Inspirational