Boston's Back Bay neighborhood got an exciting new addition this past November. Under Armour's highly anticipated Brand House officially opened in the Prudential Center, and Boston City Properties is here to tell you all about it. It's the latest big addition to a city that seems to be on a major upswing of late, and it was also the largest Brand House opening of 2016. We have followed this story extensively and have been to the new Brand House ourselves. Read on below to learn more about it and what to expect.
The new Under Armour Brand House at Prudential Center sprawls across two stories and more than 19,000 square feet of space--or what the retailer has dubbed "interactive retail space." It's easy to assume that the term is a bit overblown, but the space truly is quite interactive. It's also very high-tech and incredibly engaging. In other words, this is more than just a place to buy nice athletic clothing. It's a place where you can learn more about Under Armour. If you are interested in learning more about the brand, a quick visit to the Brand House at Prudential Center should satisfy your curiosity and then some.
Through the use of digital displays and other elements, the Brand House tells the story of Under Armour. In this way, you are completely immersed in the interactive environment while browsing the store. Yes, it is still also a store, but it's easy to overlook that when you are presented with so many high-tech gizmos. Throughout the store, the brand's latest innovations are put in the spotlight, so you can learn more about their latest features and technologies. For those who enjoy being active, Under Armour is considered to be one of the best brands out there, and this Brand House is sure to be a huge hit with Under Armour fans.
The grand opening of the Under Armour Brand House in Back Bay was quite an affair. It took place on November 3, and a massive crowd showed up. People poured through the doors and started checking out the products and displays in the blink of an eye. Many people flocked to the Optojump experience, which is an interactive skills test that measures your speed, power and reaction time. The Optojump experience will continue to be available at the store, so you can still check it out if you are able to get there. Another really neat thing about the Under Armour store is, surprisingly, its fitting rooms. The entire area has been designed to serve as a massive wall map. The map depicts a running path that the Connected Fitness running community often runs. The path begins at the Brand House and then heads up a historical trail. At the store, each fitting room is emblazoned with a mile marker and Boston landmark. You definitely won't forget that you're in Boston while visiting the store. It's worth it to grab something to try on just so you can check out the incredible interior decor of the fitting room area.
The Under Armour Brand House opening drew some celebrities too. Most notably, Under Armour elite partner Tom Brady was there to celebrate. Needless to say, his presence definitely attracted an even larger crowd than would have probably gathered. Brady spoke briefly about the benefits of the new store and about why he is such a loyal fan of Under Armour. While you are unlikely to catch Brady there during normal business hours, it's still pretty neat to think that such a famous athlete took the time to check out the new store.
As befits the opening of a Brand House for a brand that is all about sports and athletics, an athletic competition was held during the grand opening as well. Dubbed the 50 Flight Fight, the race began at the Brand House and ran up 50 stories. From there, the two finalists then had to square off by racing up another 50 flights of stairs. The race ended at the Skywalk Observatory at the top of the tower. The winner was awarded $5,000, but we did not get any news about whether the runner up received anything.
There was another competition the same day, but this one was closed to the public. In it, first responders from the Boston Fire Department and Boston Police Department faced off in a similar race to the top. However, the winner wasn't given a bunch of cash. Instead, they received $10,000 that would then be used for community outreach programs around the city. In this way, the event also did a lot to help the local community, which is a great way for Under Armour to introduce itself to the city. The Baltimore-based brand has been growing by leaps and bounds lately, and Boston is just the latest in a string of new Brand House openings around the country.
Indeed, Under Armour has established Brand Houses in many other major cities. The new World Trade Center retail complex in New York City has one, for example. There is also one on Walnut Street in Philadelphia as well as a location in downtown Chicago. At this rate, the brand will probably have Brand Houses in all major U.S. cities before too long. The Boston location is open Monday through Saturday from 10 a.m. until 9 p.m. and Sunday from 11 a.m. until 8 p.m. Even though it's only been open for a short while, it has quickly become a Back Bay fixture.
At a time when it seems like the only major projects that are happening downtown and in Back Bay are for massive new residential towers, it is nice to see the opening of such a huge retail store. The fact that Under Armour is wildly popular and getting more so by the day makes it even better. It makes sense that new retail should be popping up in the area, as so many new luxury apartments and condos have been added to the market lately. It won't surprise us at all if we see even more major brands establish a prominent presence in the city before too long.
While you can easily spend a lot of time simply checking out the digital displays and other immersive experiences at the Under Armour Brand House at the Prudential Center, you can also browse a massive selection of sportswear. Everything is arranged by sport, which makes it easy to find exactly what you need. The store is grouped into categories like running, golf, basketball and training, so all that you have to do is locate your desired sport and head to that part of the store. You'll find what you need in no time.
There is also an entire section that is dedicated to Under Armour's latest offering: UAS Modern American Sportswear. This offshoot offers sporty yet fashionable clothing. Think of these clothes as items that you can wear while out and about but that can just as easily be worn for training and sports. It's perfect for today's busy professionals who want to look good throughout the day but who also need to be able to work out at the drop of a hat. This new line is still in its infancy, but the Brand House at Prudential Center has plenty of inventory.
Whether you currently live in Back Bay, would like to move there or just enjoy shopping and dining there, you are sure to be blown away by the new Under Armour Brand House at the Prudential Center. This gives Bostonians one more reason to find places to live in Back Bay, as the neighborhood has some of the best shopping in the city. If you will be looking for a place to live in Back Bay, let Boston City Properties help. We'll give you instant, free access to our searchable database when you complete a simple form. You can then select your desired neighborhood and other preferences to find your new home. We are here to help when you need us, so give us a call.