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A major activewear brand is taking over the historic FAO Schwarz spot


Thumbnail for A major activewear brand is taking over the historic FAO Schwarz spot
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Photo: Instagram/@underarmourwomen

Anyone who’s ever visited New York City (or seen the movie Big) has most likely seen the FAO Schwarz flagship store on Fifth Avenue—you know, the one with the giant piano?

Ever since the massive toy store announced last year that it was closing its doors after nearly 30 years, the whole city has been buzzing over who would take over the conveniently located—and highly trafficked—location.

Well, it’s officially time to stop speculating. In a move that’s perfectly in line with the fitness and activewear boom, Under Armour has announced it is moving into the space.

While very little has been announced about the store—which will open as early as 2018—the company’s plans for the space are “to tell the Under Armour story and build its brand,” CEO Kevin Plank explained in a press conference. Considering the location (right behind the large glass Apple store, across from The Plaza Hotel, and steps from the southeast entrance to Central Park), the company can be sure to expect droves of tourists and fit-minded locals alike.

This move is an interesting statement for the brand as well. With competitors like Nike and Lululemon already having these “experience stores,” Under Armour seems to be making a (literally) larger-than-life statement with their purchase, offering “the ultimate retail destination experience that delivers on the promise to make all athletes better,” the company-wide statement explains.

And this announcement seems to be just the beginning of the resurgence of the brand. Soon Under Armour will be sold in Kohl’s, and the company is making a huge push for women in the upcoming season—launching an entire line of specialty sports bras with famous brand ambassadors at the helm, such as Misty Copeland and Natalie Uhling.

Even though the large piano will be missed, this store seems like it will be an acceptable alternative.

If you’re still heartbroken about the closing of your favorite toy store, here is the official guide to happiness, according to your astrological sign.

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