Under Armour Opens a New Flagship Store at Its Baltimore Global Headquarters
Under Armour has expanded its retail footprint, this time with a new location — and store concept — in the athletic giant’s hometown of Baltimore.
The athletic giant held a grand opening celebration on Dec. 7 for the UA Flagship Brand House at Baltimore Peninsula, which is the first location under its “Sports House” concept. The store is located at 101 Performance Dr. on the campus of its new global headquarters.
Under Armour stated the store, which spans 24,000 square feet, offers an immersive experience inspired by its “Sports House” pillars of “Sports, Athletes, Passion and Innovation.”
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There are two entrances customers can use, which Under Armour explained allow them to experience its signature franchises. The main entrance, for example, showcases its innovation heritage, including UA Flow, UA HeatGear and UA Highlight. The second tunneled entrance, which Under Armour stated is adjacent to the campus’ stadium, track and field, emphasizes its roots in team sports and has an area for team sports gear.
Inside, customers will be able to shop Under Armour’s newest products first, including limited-edition offerings that are exclusive to the store. The first being an apparel collection with photographer Devin Allen, which is available now through Dec. 27.
Also, Under Armour confirmed the store will offer onsite hemming and alterations, as well as an “interactive youth zone” where customers “can test their jump power, grip and hand-eye coordination.”
In terms of aesthetics, the store showcases its elite athletes throughout, and includes a floor-to-ceiling autograph wall with “hundreds of signatures of UA high school, college and professional athletes who visit the store.”
Hours are Monday through Saturday, from 10 a.m. ET to 9 p.m. ET, and Sunday from 11 a.m. ET to 7 p.m. ET.
“At Under Armour, we don’t just sell products, we create elevated experiences that inspire, connect and drive sports forward. The first to embody our ‘Sports House’ retail concept, this new flagship store will serve as a beacon for future brand houses and reflects Under Armour’s ambition to put the athlete and consumer at the center of everything we do,” Under Armour president of Americas Kara Trent said in a statement. “As we officially open the doors to our house, we look forward to driving greater clarity and a deeper connection with our audiences through integrated storytelling, design and performance-innovation across categories.”
To celebrate the new store, two-time WNBA champion and Under Armour athlete Kelsey Plum attended the grand opening ceremony on Dev. 7. She was joined by Baltimore student athletes who are supported by Project Rampart, which Under Armour explained is its longstanding partnership with Baltimore City Schools to elevate the student athlete experience and improve academic outcomes through the power of sport.
In November, Under Armour reported a 11 percent sales decrease to $1.4 billion for the second quarter of fiscal 2025, in line with expectations.
North America revenue decreased 13 percent to $863 million, and international revenue decreased 6 percent to $538 million. In the international business, revenue in EMEA was down 1 percent, down 11 percent in Asia-Pacific, and down 13 percent in Latin America.
Specifically for footwear, revenue was down 11 percent to $313 million.
About the Author
Peter Verry is the Senior News and Features Editor for Athletic and Outdoor at Footwear News. He oversees coverage of the two fast-paced and ultracompetitive markets, which includes conducting in-depth interviews with industry leaders and writing stories on sneakers and outdoor shoes. He is a lifelong sneaker addict (and shares his newest purchases via @peterverry on Instagram) and spends most of his free time on a trail. He holds an M.A. in journalism from Hofstra University and can be reached at peter.verry@footwearnews.com.
