Now open at 1201 Woodward Ave., Under Armour (UA) Brand House Detroit offers men’s, women’s and children’s athletic apparel and accessories in a unique space that pays homage to both Detroit and Under Armour’s hometown, Baltimore, through art and design.
Much like the well-known Nike slogan “Just Do It,” Under Armour responds with a brand slogan, “I Will,” featuring inspirational artwork and messages of a resurging city throughout the store.
Under Armour occupies 17,000 square feet of space in the renovated Kresge Building with two stories of retail. The Detroit location is the 19th Under Armour Brand House in North America, acting as an extension of the products offered on the company’s website. The retail varies from outlet to factory pricing.
The store features a special section of Detroit Tigers apparel, printed on UA clothing material, available for men, women and children.
Fitting rooms were custom painted by local artists Michelle Tanguay, Ty Sawyer and Sydney G. James, featuring Under Armour athletes Misty Copeland and Justin Verlander as well as the legendary Muhammad Ali.
In addition, UA commissioned artists Dezcustomz and Kreativecustomkicks to create one-of-a-kind shoes, inspired by the Motor City. Each pair of shoes was designed to tell a part of Detroit’s iconic story through images and art.
The designs featured “We Will Rise,” a shoe design inspired by the Flag of Detroit as well as the Latin motto “Speramus meliora; resurget cineribus” translated to “We hope for better things; it will arise from the ashes.” The shoe highlights the promise of Detroit’s resurgence despite adversity.
Another favorite was the “Hitsville, U.S.A” shoe, inspired by the “birthplace of America’s favorite record company, Motown.
On Thursday April 13, during the store’s grand opening to the public, a special consumer event was held with music, food, beverages and live footwear customizations, featuring the one-of-a-kind shoes on display for public viewing and auction.
UA’s mission is to make all athletes better through passion, design and the relentless pursuit of innovation, much like the city of Detroit itself. The store pays respect to both Baltimore and Detroit with a fully immersive brand experience, using athlete imagery and product installations that aim to inform and inspire.
Baltimore, much like Detroit, had experienced its own adversity in the past and subsequently inspired a resurgence to revitalize its city, adding jobs, retail and more interest in tourism and visits.
UA joins a long line of retailers making their way down Woodward Avenue uniting their missions with the city, creating jobs for Detroiters and retail opportunities for visitors.
Under Armour is located on 1201 Woodard Ave., and is open Monday – Friday from 10:00 a.m. – 8:00 p.m. and Sunday 11:00 a.m. – 6:00 p.m.