5 Jaw-Dropping Ways The Under Armour Store Experience Is Changing In 2025

Step inside an Under Armour store today, December 15, 2025, and you are walking into a completely different retail environment than just a year ago. Following the return of founder Kevin Plank and an expanded fiscal 2025 restructuring plan, the company is aggressively shifting its focus to "reignite brand relevance" by tightening distribution and dramatically enhancing the in-store customer experience.

The days of a simple transaction are over; the new mission is to create a seamless, technology-driven "athlete experience." This strategic pivot is most visible in their physical locations, which are being transformed into high-tech hubs designed to remove friction, enhance service, and place the consumer—the athlete—at the center of the brand's universe.

The New Retail Strategy: Brand House vs. Factory House Explained

To understand the modern Under Armour retail landscape, you must first know the difference between its two primary physical store formats: the Brand House and the Factory House. This distinction is crucial to their current distribution strategy, which aims to elevate the brand's perception.

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1. The Flagship: Under Armour Brand House

The Brand House is the company's premier retail concept. It is designed to be a showcase for the brand's latest innovations, top-tier products, and cutting-edge technology. These stores are often located in high-traffic, major metropolitan areas and focus on delivering the full, premium brand story. They are where you will find the newest footwear releases, performance apparel, and sometimes, items exclusive to that specific location.

• Focus: Brand storytelling, innovation, and premium products.
• Experience: High-tech, immersive, and focused on the "athlete's journey."
• Products: Full-price, newest arrivals, and exclusive gear.

2. The Value Hub: Under Armour Factory House

The Factory House serves a different but equally important function: offering high-quality athletic wear, footwear, and accessories at discounted prices. These locations are typically found in outlet malls and focus on providing value and clearing inventory, making premium gear more accessible to a wider audience. They are essential for a healthy retail model, ensuring brand reach while maintaining the premium image of the Brand Houses.

The Technology Revolution: Connected Fitting Rooms and Data

The most significant and exciting change in the Brand House experience is the integration of advanced retail technology, turning a mundane task—trying on clothes—into a personalized, data-driven service. This focus on customer engagement and streamlined operations is a core pillar of the 2025 strategic roadmap.

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3. The Power of Connected Fitting Rooms

Under Armour has implemented "Connected Fitting Rooms" using a combination of RFID technology and Crave Retail technology. This system is designed to remove friction from the shopping journey and provide instant service.

Here is how the revolutionary system works:

• Item Recognition: As soon as an athlete brings an item into the fitting room, the RFID tag is read, and the product information instantly appears on an in-room iPad or touch screen.
• Instant Recommendations: The screen immediately displays related products, different available sizes, and alternative colors, transforming the fitting room into a personal shopping hub.
• Seamless Service: If an item doesn't fit, the customer can use the screen to request a new size or color. This request goes directly to a store associate's device, who can then deliver the item without the customer ever having to leave the room.

This innovation not only enhances the customer experience (CX) but also provides Under Armour with invaluable data on what items are being tried on, purchased, and what sizes are most requested, giving them a competitive advantage.

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The Future of Retail: New Concepts and Strategic Flagships

The Brand House concept is continually evolving, with the company using its new flagship locations to test next-generation retail ideas that will eventually roll out globally. This focus on strategic, high-impact stores is part of the broader effort to elevate the brand's global presence.

4. The Baltimore Peninsula 'Sports House' Concept

A major development in late 2024 was the grand opening of the new 24,000-square-foot Brand House at the Baltimore Peninsula, situated on the campus of the brand's new Global Headquarters (TMB2). This store is not just a flagship; it is a live testing ground for the "Sports House" concept.

The Sports House is designed to be the ultimate expression of the Brand House City Concept, where every part of the brand comes to life. It physically connects the retail presence with the company's innovation and design teams, allowing for real-time feedback and a truly immersive experience for the consumer.

5. Prioritizing the Footwear Business

A notable shift in the new store layout, particularly within the Brand House City Concept, is the decision to heavily prioritize the footwear business in-store. As Under Armour continues to grow its presence in the competitive athletic shoe market, its physical stores are being redesigned to showcase and elevate its footwear lines, from running shoes to training gear. This focus ensures that the Brand House is the go-to destination for athletes seeking the latest in UA footwear technology and design.

The renewed focus on a premium, technology-enhanced, and strategically streamlined retail experience signals a powerful comeback for Under Armour's physical stores. By leveraging innovations like Connected Fitting Rooms and focusing on flagship concepts like the Sports House, the company is making its physical locations essential destinations for the modern athlete, driving both customer engagement and data-backed growth into 2026 and beyond.