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Under Armour Is Officially Moving into the Old FAO Schwarz Space

The Under Armour store in Soho
The Under Armour store in Soho
Photo: Driely S. for Racked

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The real tenant taking over the old FAO Schwarz space at 767 Fifth Avenue has finally stood up: Under Armour. Women’s Wear Daily is reporting that the athletic apparel brand will use the 53,000-square-foot space to “create a unique retail environment” for its second store in New York City, following a Soho debut in 2014.

This concludes a long game of musical stores, including rumors that Under Armour, Niketown, and Apple (at least temporarily) were interested in leasing the space after iconic toy store closed its doors last July.

But it’s just the start of the athletic-leaning takeover that this part of Fifth Avenue will see in the coming months and years: Adidas is opening at 46th Street, and North Face signage is up a few blocks south.