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Under Armour to take retail concept to Chi-Town

Nearly two months after opening up a specialty retail location in New York’s SoHo neighborhood, Under Armour has confirmed that it plans to open in March 2015 its latest Brand House at 600 North Michigan Ave. in Chicago’s Magnificent Mile.

The location will feature nearly 30,000 sq. ft. of interactive retail space, and echo the retail concepts that the brand has successfully executed not only in New York, but also in its hometown in Baltimore, Maryland, and Tysons Corner in McLean, Virginia.

Featuring men's, women's and youth apparel, footwear and equipment, the Chicago Brand House will be the region's premiere Under Armour retail destination. The brand added that the location will be staffed with product category experts to ensure that all customers receive guidance and recommendations that are tailored to their specific needs.

"We are excited to open our first Brand House in Chicago, on Michigan Avenue, one of the world's most iconic and dynamic retail destinations," said Susie McCabe, SVP of global retail. "The Under Armour Chicago Brand House will be our largest to date and will provide us with a new opportunity to expand upon our mission to make all athletes better, while delivering an elevated and personalized shopping experience."

The brand also plans to leverage its newest location to fortify what it describes as its deep connection to Chicago and its surrounding areas. Under Armour has existing partnerships with local athletic institutions, including the University of Notre Dame, Chicago Cubs and Northwestern University.

The store will also carry the Under Armour SpeedForm line of running shoes and a broad range of outdoor and hunt gear, and will feature specialized shops dedicated to running and training. It will also carry local Chicago products.