Under Armour , the Baltimore-based sporting gear retailer, opened its 19,000-square-foot store on Boylston Street in Boston’s Back Bay this week. Susie McCabe, the brand’s senior vice president of global retail, said it was important for them to be in Boston since it is an incredibly competitive and sports-driven city.
At the new store, a “What’s the Record” booth allows patrons to compare their jumping abilities with athletic greats using digital technology and a trampoline. Showing off a tight New England Patriots t-shirt, a giant bust of a male torso with strong pectoral and abdominal muscles sits right at the entrance. Last but not least, several well-lit action shots of Patriots quarterback Tom Brady shine down upon shoppers.
Under Armour’s Boston store is split between an 8,000 sq.ft. first level and an 11,000 sq.ft. second level at 888 Boylston St. The store’s entrance sits at the base of the adjacent Prudential Center.
Boston Properties earlier this year repositioned the base of the Prudential, which formerly housed the food court, to make room for 45,000-square-foot Italian marketplace Eataly, and to allow for street-facing retail stores at 888 Boylston.
“To have street-facing presence, which hasn’t existed on Boylston, and the development that happened … for us, as a brand, it’s the best of both worlds,” McCabe said. “To be so close to the finish line of the Boston Marathon, with five amazing LED screens and massive window presence, is an amazing thing for us.”