# Gigantic Performance Sports Shops The Under Armour Brand House is the Ultimate Retail Experience By Kalin Ned | Published 2018-11-20 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/under-armour-brand-house References: [pepperconstruction](https://www.pepperconstruction.com/project/under-armour-brand-house-chicago) & [underarmour](https://www.underarmour.com/en-us/chicago-brand-house) The [Under Armour Brand House](https://www.trendhunter.com/trends/pathways-people-and-performance) in Chicago is a gigantic retail space — over 25,000 square feet, that grants consumers access to the very best in [active wear](https://www.trendhunter.com/trends/activewear-essentials). Performance-driven individuals can browse the extensively diverse and inclusive selection of softgoods, hardgoods, and footwear. Each category is presented in a neat, design-forward shop display. With the availability of knowledgeable staff and the abundance of ground-breaking innovation in fabric and equipment mechanisms, the Under Armour Brand House is definitely a heaven for the adventurous consumer. Aside from the extensive product range, the sizable store boasts a 705-square-feet jumbotron, as well as an [interactive Optojump experience](https://www.trendhunter.com/trends/g-arena). This is a cutting-edge system of analysis and measurement that ensures the athlete is getting the most out of training, methodology, and gear. ## Trend Insights (Trend Hunter) - Score: 5.6/10 - Popularity: 81% | Activity: 79% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Sports](https://www.trendhunter.com/sports) ## Key Themes ### What Makes This Trend Stand Out - **Gigantic Sports Retail Spaces:** Opportunity for retailers to create large-scale, immersive shopping experiences that showcase and elevate their product offerings. - **Performance-driven Active Wear Selection:** Chance for brands to curate diverse and inclusive collections of high-performance apparel, footwear, and equipment to cater to the needs of active consumers. - **Cutting-edge Analysis and Measurement Systems:** Potential to develop advanced technologies that analyze and optimize athletic performance, providing athletes with valuable insights and customized training strategies. ### Sectors Adopting This - **Sporting Goods Retail:** Sporting goods retailers can capitalize on the trend of creating gigantic retail spaces that offer a wide range of high-quality active wear products and immersive shopping experiences. - **Athletic Apparel:** Opportunity for athletic apparel brands to expand their offerings with performance-driven collections that cater to the specific needs of active individuals. - **Sports Technology:** Potential for sports technology companies to innovate and develop advanced analysis and measurement systems that enhance athletic performance and training methodologies. ## Related on Trend Hunter - [Experiential Running Shoe Shops](https://www.trendhunter.com/trends/sportsshoes.md) - [Revitalized Shopping Destinations](https://www.trendhunter.com/trends/foot-lockers-home-court.md) - [Athletic Brand Flagship Stores](https://www.trendhunter.com/trends/gymshark-2.md) - [Accessible Sports Initiatives](https://www.trendhunter.com/trends/pathways-people-and-performance.md) - [Vibrant Blue-Toned Performance Capsules](https://www.trendhunter.com/trends/tropical-tide-collection.md) - [Contemporary Engaging Stores](https://www.trendhunter.com/trends/unique-retail-concept-store.md) - [Colorfully Immersive Retail Experiences](https://www.trendhunter.com/trends/athletic-propulsion-labs-store.md) - [Immersive Sports Supplies Stores](https://www.trendhunter.com/trends/vegas-sports.md) - [Premium Athleticwear Pop-Ups](https://www.trendhunter.com/trends/reigning-champ-toronto.md)