Under Armour Brand House


Chicago, IL

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During our first week, we were itching to get out in the field and have some first hand experiences.  Given the office’s proximity to the well known retail boulevard of Michigan Ave., we took a short trip to the Under Armour Brand House.  The entry was impressive and we were greeted by an army of headless mannequins clad in Under Armour gear. Each mannequin had an individual story that was displayed.  It made these static objects relatable and dynamic. While this is a retail store and it’s base goal is to sell you a product, they do so by selling you a lifestyle. One that is attainable if you wear their products.  We met a great sales associate who chatted openly with us about the store and her experiences there. In the end, we had an incredibly positive experience there and much of it had to do with her.