Okay, we're just going to ask, What exactly does
Under Armour mean by their commanding
"Protect This House" slogan? It is plastered all over the athleticwear company's Holiday pop-up shop at 3 West 57
th Street, and while it certainly sounds strong and powerful, it leaves us wondering, protect what house? -From what? -
With what? Stretchy workout tops?
When we visited the store a few days ago, we were immediately greeted by an imposing, burly gentleman who swiftly asked us if we were shopping for anything in particular, or needed gift ideas. He was polite, but just a tad intimidating in a shirt that seemed fitted for a superhero. No, we, meekly replied that we were just looking, and slunk off to the racks of training gear. Under Armour, we have heard, has been growing like wildfire in popularity since it began in Baltimore less than 15 years ago. It is, we are told, technically advanced to enhance athletic performance, designed to regulate heat and perspiration to keep athletes generally comfortable so they can run faster, jump higher and score more touchdowns.
Since The Shophound does none of those things, and Under Armour has not yet developed a garment that will cut through crowds at the
Barneys Warehouse Sale or get us past security at a
Proenza Schouler show, we felt just a bit out of our element, or perhaps Under Armour was a bit out of
its element right next door to Bergdorf Goodman. (Besides, as it is the Holiday season of Hannukah Donuts, we are not going
anywhere in a stretchy top, no matter how much perspiration it wicks away.)
At any rate, our frame of reference for judging this particular store is admittedly flawed beyond reporting that it is crammed with lots of athletic clothing and shoes for Men, Women and Children, some stretchy, some marginally less so. If that is your cup of tea (or rather, bottle of electrolyte enhancing, energy boosting sports drink) then, by all means, head on over to 57
th and Fifth where you will see official uniforms for the U.S. Olympic Freestyle Ski and Bobsled Teams
.
Under Armour Pop-Up Store open through January 24th at 3 West 57th Street at Fifth Avenue, Midtown