Under Armour Debuts First Boston Location

The new store pays homage to the city's sports legacy by showcasing gear from the New England Patriots and the Boston Red Sox.

By Ioana Neamt

Under Armour's new store at Boston's Prudential Center
Under Armour’s new store at Boston’s Prudential Center

BostonUnder Armour opened its first Boston location Nov. 3, within the city’s iconic Prudential Center. Located in the Back Bay, the Boston Brand House is now the region’s signature space to shop a full line of Under Armour products, with a focus on cutting-edge products and design. The new store is Under Armour’s largest Brand House opening of 2016.

The new store will feature nearly 19,000 square feet of interactive retail space across two floors, showcasing men’s, women’s and youth apparel, footwear and accessories. As an homage to the city’s sports legacy, the new Under Armour location will also include localized apparel, such as Boston Red Sox gear and the New England Patriots NFL Combine Authentic Team collection. The store will also feature gear that celebrates an existing partnership with local athletic institution, Boston College.

“Sports run deep here and the passion for competition is unlike any city in the world,” Tom Brady, New England Patriots quarterback & Under Armour elite athlete partners, said in prepared remarks. “The mindset of demanding greatness—whether on the field or in the stands—is what drives this city, and is why Under Armous is such a great fit here.”

Under Armour will be hosting the “50 Flight Fight” tower climb at the Prudential Tower on Saturday, Nov. 5.

Image courtesy of Under Armour