Under Armour brand-house stores are unlike the typical factory stores, embodying the fierce WILL of the brand. As Under Armour set the goal of opening its largest brand house — 30,000 sq. ft. — in the heart of Chicago’s Magnificent Mile, they partnered with Big Red Rooster to maximize the shopper experience and engagement with the brand.

The sleek, modern design of the Chicago Brand House and emphasis on digital interactivity signal the merging of performance apparel and technology. Shoppers enter into a 2-story rotunda, the ceiling of which is made magnificent with large-scale digital screens that activate the storefront. A 5-sided focal LED display is centrally located to promote and reinforce brand content. UA Record, the brand’s online health and fitness network and its first wearable “bar” debuted in the Chicago Brand House. Shoppers can experience how fitness devices like Garmin, Pebble, Misfit, and other brands integrate with UA Record to set and achieve performance goals.

The store is organized into immersive zones dedicated to core categories such as team sports, training, running, golf, youth, and footwear. New categories for Hunt and Fish were introduced at this unique location. Each zone surrounds shoppers in an atmospheric experience of the representative sport.

Photography | Magda Biernat