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From a giant bust form and 30-foot diameter digital ceiling detail to a five-sided marquee and everything in between, Under Armour went big and bold at the Chicago Brand House. Located in a renovated, formerly empty Michigan Avenue retail space, the new store is a best-in-class retail experience that brings Under Armour’s mission – to make all athletes better through passion, design and the relentless pursuit of innovation – to life. The 30,000-square-foot space is Under Armour’s first retail store on the Magnificent Mile. The Chicago Brand House uses a concept that has been successfully executed in a handful of locations around the country: an intensely immersive experience with enough high-tech athletic resources to send the most jaded cross-country runner into a tailspin of delight.
