Under Armour Opens NYC Pop-Up Store | Adweek Under Armour Opens NYC Pop-Up Store | Adweek
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Under Armour Opens NYC Pop-Up Store

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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 U.S. 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 a 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.

Under Armour has four full retail stores in Washington, D.C., Annapolis, as well as 35 factory outlets throughout the country.

The NYC pop-up store is designed to help educate consumers on how to shop Under Armour’s often-technical products and gives background on the brand, such as athlete stories about NBA star Brandon Jennings, Olympian Lindsey Vonn and MMA fighter Georges St. Pierre. Under Armour also highlights its key innovations, including the first Under Armour 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.

Under Armour spent $22 million on advertising in 2008, and $13 million over the first three quarters of 2009, per Nielsen.