It's been a tough fight, but it looks like rising athletic megabrand Under Armour has won out among the prospective tenants for the former FAO Schwarz store in the GM Building (pictured above). A couple of months ago, it seemed that Nike and Apple were vying for the space as a possible new home for NikeTown or as an above-ground expansion for Apple's 24-hour flagship store underneath the plaza in front of the building. Then, Under Armour stepped in as a surprise spoiler, and now C.E.O. David Plank has announced that the company will take 53,000 square feet of the former toy store on the ground and second floors of the building officially known as 767 Fifth Avenue. It's going to be a bit of a wait before we see what Plank is calling "the most breathtaking and exciting consumer experience ever conceived at retail" as the company is not taking possession of the space until sometime in 2018. Apple is still reportedly going to be using some of the space as a temporary store while it renovates its flagship under the iconic cube entrance, but it appears that Under Armour has won the contest to stake its claim as a brand worthy of one of the most high profile retail spaces in the city.
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