UNDER ARMOUR Boston Brand House
by Brian Lipton

UA Boston Brand House
Under Armour has opened its newest retail location, the Boston Brand House, at the Prudential Center in Boston’s Back Bay area.

The 19,000 square-feet, two-floor space will feature men’s, women’s and youth apparel, footwear and accessories, including a dedicated space for the new UAS label of American sportswear. In addition, it will sell localized Boston apparel that celebrates the legacy of the city in both sport and style including Boston Red Sox gear and the New England Patriots NFL Combine Authentic Team collection, along with gear that celebrates an existing partnership with Boston College.

The store will also feature numerous interactive and immersive features, such as the Optojump experience, an interactive readiness/skill test that helps athletes measure speed, power, and reaction, as well as a wall map in the fitting rooms follows a run path from the perspective of the brand’s Connected Fitness running community.

UA Boston Brand House“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, SVP 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.”

In conjunction with the store opening, Under Armour is hosting the “50 Flight Fight” Tower Climb at the Prudential Tower on Saturday, November 5 beginning at 9 a.m.  The race, which will begin the Boston Brand House, is open to the general public and benefits the city’s first responders.