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Under Armour courts fitness fashion lovers at its giant new Soho store

Under Armour hopes to attract more women with their new SoHo store, a sector which only accounted for 25 percent of the company’s sales last year, according to The New Yorker. (Photos: Under Armour)


Under Armour, the brand beloved by jocks and pro athletes, wants into your boutique fitness fashion closet. And it’s hoping to woo you with its outsize new flagship in Soho—the largest Under Armour store ever—and more focus on brightly colored, happy-making clothes women will want to sweat in.

The athletic company unveiled its first ever New York City store last week—a sprawling, two-story space on Broadway (between Houston and Prince) that’s the same size as Apple’s Fifth Avenue store. It’s complete with women’s, men’s, and kid’s workout apparel sections, plus a living wall (because what’s a shop without one these days?).

By opening “in one of the world’s most dynamic retail centers,” Under Armour is putting its bright, new flagship in the path of more cool city women (like you?). “We want more women to know that we can dress them,” says Susie McCabe, senior vice president of global retail, implicitly referring to the brand’s reputation as an NFL sponsor and collegiate football outfitter.

The women’s collection will also help with that. It’s full of bright, girly colors, and splashy prints. While the current collection places Under Armour in the camp of C9 and Nike, their fall 2014 collection filled with batik-striped capris, moto jackets, and hoodies with herringbone-print linings seems more J.Crew than ready-for-crew.

In a market booming with chic fitness fashion choices, Under Armour is confident their store will have mass athletic appeal. “We think we can dress women whether they’re an elite athlete or a woman going to a spin class,” McCabe says.

Here’s what you need to know before going shopping:

1. The most workout underwear we’ve ever seen

Sports bras, bra fittings, and a wall of thongs and briefs—who would’ve guessed how sexy (and colorful) you could look underneath your sweaty outfit? The stretchy and seamless undies come in everything from neon stripes to pink snake-print, plus, they’re not hiding in bins, so you can easily find what you need. The bras are arranged by low, mid, and high-impact. We’re calling Under Armour “the Victoria’s Secret of workout underwear,” minus the thong bling.

New Under Armour Store 583 Broadway SoHo, New York
Underwear and bras galore. (Photo: Under Armour)

2. Plan to browse by workout

The women’s department is organized by activity—yoga, spin, boot camp, and run. Expect tanks with built-in bras for yoga, rainbow-hued and print capris, and sporty long-sleeve tops. Tanks range from $20 to $70, while capris range from $30 to $90.

There’s also a “to and from” and Weekend section, filled with ready-to-layer pieces such as olive green fold-over pants, gray boat-neck tees, and soft cotton tanks reminiscent of Theory’s love for layering.

New Under Armour Store 583 Broadway SoHo, New York
The running section in the store’s lower level. The company’s been on a mission to attract more women over the last few years. In 2012, when Leanne Fremar, former creative director of Theory, was recruited to up their fashion profile, it prompted buzz that the brand would become more fitness fashion and less football. (Photo: Under Armour)

3. The store has two bars

…a t-shirt bar and sneaker bar, that is. The tee bar is stocked with shirts made of modal and tech-y fabrics—”perfect for going to and from the gym,” McCabe says.

Downstairs, shoes in splashy hot pink, lime green, and purple line the walls, including the new, super lightweight Speedform Apollo shoe, inspired by the innovation of bras. (Yes, you read that right.) It’s made with a molded, stitchless heel that actually feels like a bra cup and is crafted in a clothing factory. “Women don’t know that we have all of this to offer,” McCabe says. With the Soho flagship, it seems like they’ll be getting the picture. —Molly Gallagher

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