This is going to be a big weekend for Under Armour.
On Saturday, the Baltimore-based brand will open the doors to its first store at the same time that it launches its largest global marketing campaign.
In a multimedia presentation in New York City on Tuesday afternoon, Kevin Plank, chief executive officer and founder of the company, said the primary purpose of opening the 8,000-square-foot Brand House in the Harbor East section of Baltimore is to “get us closer to the consumer.” It will allow the company to tell its story in its own specially designed venue in its own voice, he added. Among the elements in the store will be an Innovation Station inside the front entrance that will showcase the company’s latest technological advances, as well as areas dedicated to the company’s men’s, women’s and children’s apparel, footwear and accessories. It will be the largest depth of product to date.
“This is so much store,” Plank said, adding that there will be 74 full mannequins and a 700-pound carved wooden Under Armour logo installed in the store. “This will be a premium shopping experience,” he said.
In addition, Under Armour’s new “I Will” campaign will make its debut on TNT on Saturday during the NBA All-Star Weekend. The spot will air on other networks as well, including ESPN and MTV. The 60-second spot depicts athletes training in the brand’s newest and most technologically advanced products and includes Canelo Alvarez, boxing’s superwelterweight world champion; Sloane Stephens, the teenage tennis star; Bryce Harper, baseball’s National League Rookie of the Year, and Kemba Walker of the NBA.
Among the products launching for spring is Armour 39, a new digital performance-monitoring system that tracks heart rate, calories burned and intensity during workouts. It will be incorporated into jog bras for women and will also work off a chest strap, which will retail for $149.99. The company will eventually incorporate the technology into a training shirt, Plank said.
Other products showcased at the event included the new Coldgear Infrared insulated apparel collection, as well as the UA Spine Venom running shoe and the Micro G Toxic Six minimalist footwear. The Infrared apparel uses ceramic-infused ink to coat garments and help athletes retain heat when it’s cold, but does not impact breathability or moisture management.
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Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews