Under Armour On The Mag Mile: A Sneak Peek Inside

Under Armour On The Mag Mile: A Sneak Peek Inside
Under Armour® Store at 600 N. Michigan on Chicago's Mag Mile

Although it will be a couple of more months before the ivy turns green at Wrigley Field, you can see an impressive facsimile of the beloved Wrigley Field flora on the 25’  x 12’ living ivy wall at Under Armour–just one of the many features of the Mag Mile’s newest resident.

On Friday, March 6, the trendy retailer will open its first Chicago location at the 600 N. Michigan Avenue space that was formerly home to Eddie Bauer.

Known for their innovative athletic products from jockstraps–perhaps most famously worn by Jamie Foxx in Any Given Sunday –to their new ColdGear® Infrared that’s guaranteed to keep you warm (no matter how cold it gets), the hot brand, may just have you screaming, “Where were you in February?”

Once settled in their new Windy City digs, it looks like they’ll be around for a long stay.

Not unlike the Chicago Blackhawks, Under Armour’s CEO Kevin Plank, named Ad Age’s Marketer of the year for 2014, has ONE goal.

His goal…to become the world’s top retail sports brand.

With $3 billion in revenue last year, he is certainly skating in the right direction.

Under Armour is becoming a global force to be reckoned with–complete with celebrity endorsements, a Googleplex-like campus in Baltimore, MD. and big name customers.  Closer to home, Under Armour provides all the uniforms and athletic equipment for the University of Notre Dame.

A look inside the store:

The 30,000 square foot Brand Store consists of two floors of cutting-edge products including: outdoor, basketball, team sports, training, running, golf, studio, youth, footwear, cleats and more.

Digitally speaking, there’s a 5-sided jumbotron cube, fitted with nearly 13 million LED lights, intended to immerse the consumer with Brand content. And even on the darkest days, the store is sure to shine bright with approximately 23.5 million LED lights throughout.

Central to the Brand House is a large iconic wood logo weighing 1,000 pounds and estimated to have taken 1200 man hours to create and another 900 hours to install.

Merchandise includes a wearables retail bar featuring activity trackers and smart watches including: Garmin, Pebble and Misfit Shine.

Adjacent to the wearables bar will be the Custom UA Record Experience that will showcase the latest technological innovation to UA’s definitive digital health and fitness network.

Chicago will feature the first-ever hunt destination in a Brand House.  The hunt area will highlight the technically sophisticated Ridge Reaper collection with its Exclusive Ridge Reaper Camo pattern plus classic UA technologies such as heat gear and coldgear along with scent control products.

The Chicago store will introduce Under Armour’s first-ever fish destination that will include an innovative Isochill technology that helps dissipate heat from the body to create a cooling effect.

Kids will have a dedicated youth zone with a custom turf that features a tonal Chicago flag. An optojump experience will test young athletes readiness.

Youth area products will include head to toe dressing from apparel to footwear and equipment.

Coming up…watch for the Earn Your Armour Chicago Challenge consisting of a virtual obstacle course that will challenge consumers to run, kayak and stair climb their way through Chicago.  Participants will run down Michigan Avenue, kayak down the Chicago River, and stair climb up the Willis Tower where the course will end with a photo-finish on the sky deck.  Dates: Pioneer Court (3/6, 11am-6pm CST) and Shamrock Shuffle (3/27-2/28, time TBA).

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