Under Armour to Open Its Largest Store in Soho Next Year

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.

The Baltimore-based activewear brand Under Armour is planning to open its first NYC location in early 2014. Company executives said they will open in Soho, but refused to disclose a specific location. The brand has previously only held sample sales and pop up shops in Manhattan.

"New York is an area where we're significantly underpenetrated and we're going to open in a great location," North American division president Henry Stafford told WWD. He also confirmed that this store, which will be the brand's largest to date, will carry all categories of sportswear for both men and women.

Along with the NYC store announcement comes the company's first foray outside of performance gear: They'll be launching a men's lifestyle line, dubbed 35th and O for the Georgetown address where Under Armour was first launched. "Our customers want to wear us in and out of the gym," Stafford explained of the decision to expand.

Items like cotton chinos, dress shirts, and peacoats—the latter of which will feature the brand's signature water-resistant and stretch technology—will be available at current retail locations and online beginning in December.

Can't wait until next year to shop Under Armour in NYC? The brand is hosting a sample sale that kicks off next Tuesday at 260 Fifth Avenue.—Laura Gurfein
·Under Armour to Open N.Y. Store [WWD]
·Dealfeed [Racked NY]
·Under Armour Offering a Seasonal Soho Shop [Racked NY]