Now Open: Under Armour is Scaring the Kids

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

Under Armour opened its first-ever pop-up shop around the corner from Bergdorf Goodman in the space that housed the eBay Holiday Pop-Up Shop, and we're frankly a little intimidated by the new occupant. "Protect this house" commands the headline in an intimidating typeface. "I will" responds the Under Armour logo and an army of ripped, headless mannequins in tight activewear that shows off their pecs and abs. We're a little afraid we might be called upon to fight if we go in for some of their $9.99 cold-weather socks.

Inside the shop they're previewing the uniforms for the U.S. Olympic Freestyle Ski team and Bobsled team. The store has the full range of Under Armor clothes for skiers, runners and people who like to go to the gym in branded activewear. There is also a limited-edition collection with graphics of the N.Y. skyline, street signs and subways. It will be open through mid-January from 10a.m.-8p.m on Monday-Saturday and from 11a.m.-7p.m. on Sundays.
· Now Open: We Sell Your Stuff on eBay [Racked]
· Racked Maps: Holiday Pop-Up Shops