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Under Armour Plans Hometown Unit

The Baltimore store will carry the company’s full line of men’s, women’s and children’s apparel, accessories and footwear.

Under Armour will open its first store next year in its hometown of Baltimore.

This story first appeared in the November 2, 2012 issue of WWD.  Subscribe Today.

The activewear brand said Thursday that it will open an 8,000-square-foot store in the Harbor East section in February. It will carry the company’s full line of men’s, women’s and children’s apparel, accessories and footwear.

“The Under Armour specialty store at Harbor East provides us with a new opportunity to advance our mission to make all athletes better and to provide our consumers with an elevated retail shopping experience and the largest depth of product offerings at retail to date,” said Henry Stafford, Under Armour Inc.’s senior vice president of apparel, accessories and outdoor. “We are especially excited to expand our commitment to the community through local partnership activations, exclusive local-inspired product offerings, and the introduction of a more educational, interactive and rewarding shopping experience.”

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The store will be located at 700 South President Street and will include 6,100 square feet of selling space. It will be designed with special lighting and focused product assortments, and will use digital displays to educate customers about new product offerings from the brand.

Under Armour has done its part to give back to its home city. Earlier this year, the brand initiated a WIN Baltimore empowerment program to effect positive social change in the city and surrounding communities. The campaign kicked off last month with the unveiling of a new turf field, track and computer labs at Baltimore’s Paul Laurence Dunbar High School for Health Professionals. The company also partnered with the NBA and the city of Baltimore earlier this year to restore The Dome, an iconic basketball court.

If the reaction to the Harbor East store is positive, Under Armour would consider opening other stores in select communities around the country, although no others are planned at this time.