Source: Under Armour Expands To Boston’s Back Bay With Its Largest Brand House Opening Of 2016
I’ve been waiting on Under Armour to begin their venture back from doomsday. What a way to get started. The opening of this store is important for three reasons: It shows that Under Armour understands the importance of DTC, the importance of taking care of the backyard of one of its most prominent faces in Tom Brady, and the launch of a physical location for UAS.
The reason I’ve been hitting UA so hard is because its launch of UAS after NYFW, an attempt at Fast Fashion, was flawed and the marketing after was lazy and half hearted. This store shows that the brand is dedicated to taking on the chore of multi-channel sales. Creating these retail points provides a platform to see how the brand can actually grow and improve its footprint in digital and reality. Here are a few more pics. Take a minute to click through and check out the source link for more info.