PERFORMANCE POWERHOUSE: Under Armour's Brand House Coming To SoHo Early Next Year

SoHo's Broadway corridor is about to welcome yet another big brand as performance gear phenomenon Under Armour officially announced plans for a major flagship at 583 Broadway. The elegant building has recently housed Esprit and a temporary Pac-Sun store and was once the longtime home of The New Museum. The store will weigh in at a whopping 20,300 square feet on three levels which will qualify it as one of the brand's "Brand Houses", showplaces that present Under Armour's complete product offerings which will include a new men's lifestyle collection to launch later this year. The 35th and O label, named for the address in Washington DC's Georgetown neighborhood where the brand was initially conceived, will reportedly offer premium but classic sportswear pieces enhanced with touches from Under Armour's performance sport lines like mesh underarm insets, stretch fibers and the brand's proprietary "Storm" water-resistance technology. 

The store will be well situated only a half a block from the Adidas flagship at Broadway and Houston and one block away from REI in the Puck Building. For good measure, Nike is rumored to be searching the vicinity for space for a second Niketown, which will make SoHo extra sporty in the coming months.

Of course, if you can't wait until next year, Under Armour's seasonal sample sale starts next Tuesday at 260 Fifth Avenue. Check the SALE ROLL at left for details.

Under Armour to bow on lower Broadway (Crain's)
Under Armour to Open N.Y. Store (WWD)