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Under Armour Opens Largest Retail Store, SoHo New York ‘Brand House’

DVS Project, Industry News

Under Armour Opens Largest Retail Store, SoHo New York ‘Brand House’


Founded by a former University of Maryland football player who hated ringing out his sweat-soaked cotton T-shirts, Under Armour is fulfilling its mission to “make all athletes better through passion, design and the relentless pursuit of innovation.” The brand has grown out of a Washington, D.C. basement into a global symbol of superior athletic apparel that keeps athletes cool, dry and light.

Under Armour further demonstrates its commitment to excellence by creating exceptional shopping experiences, most recently opening a nearly 10,000-square-foot New York “Brand House” that showcases the brand’s latest innovations and technologies with interactive in-store design. Grand format lightboxes featuring Under Armour’s stable of world class athletes inspire the Under Armour team and shoppers alike. Duggal associate Garry Yane worked closely with Under Armour to create the backlit, HD images with ultra-bright, end-to-end illumination, reflecting the brand’s attention to detail in every aspect of its message.