The chant in earlier Under Armour TV commercial’s goes something like “Will You Protect This House?!” and judging by amount of people that showed up to last night’s opening, it was a collective “I will, I will” from Chicago to protect the Under Armour Brand House. The company, known for it’s athletically charged commercials, celebrated the opening of their Chicago location and largest brand house to date last night (3/5).
The Under Armour Chicago Brand House located at 600 N. Michigan in the old Eddie Bauer spot, is a whopping 30,000 Square feet, consisting of 2 floors of flashy LED screened monitors, TRX machines, different types of athletic gears and more. As you walk into the store you are greeted by the giant upper body mannequin with bulging muscles that looks like it was sculpted from years of cross fit and perfect form power cleans and crunches.
The first floor and second floor last night was filled with guests, literally, it seemed like everyone was there. The Suits, guys and gals about town, media, brand executives and Under Armour Brand ambassadors Manteo Mitchell, Willie Robertson, Anthony Walters, Kyle Fuller and Under Armour CEO Kevin Plank were all in attendance.
The associates of under armour did their best to engage guests including getting some to try the vertical jump station, how high can you jump?
Chicago Cubs owner Tom Ricketts, Harry Caray’s Grant DePorter, Linda Johnson Rice, Landan Twins, Jena Gambaccini, Terrence Chappell, James Sims, Jessica Moazami, Alex and Kelli Levy, were some of the familiar faces spotted on the scene of the eclectic guest list.
The company and it’s founder Kevin Plank are template for entrepreneurial success. What started as a necessity- to find a shirt that would wick the sweat from his body to make him lighter and faster during football-has now surpassed $1billion in revenues and he made this year’s Forbes Billionaire’s list as the 557th-richest person in the world at $3.1 billion.
To get acclimated to Chicago and give Chicagoans chance to get to know the brand, they are starting a
earn your armour chicago challenge which is a virtual obstacle course that will challenge consumers to run, kayak and stair climb their way through Chicago. Participants will run down Michigan Avenue, kayak down the Chicago River, and stair climb up the Willis Tower where the course will end with a photo-finish on the sky deck.
Location/Dates: Pioneer Court (3/6, 11 a.m. – 6 p.m. CST) and Shamrock Shuffle (3/27, 10 a.m. – 8 p.m. and 3/28, 9 a.m. – 6 p.m. CST).
*all images: Jeff Schear Visuals