In spring of 2017, it looks like the doors will swing open on yet another national retailer in downtown Detroit.

Baltimore-based Under Armour is opening a 17,000 square foot store, confirmed by Bedrock officials, on Woodward Avenue.

The spot at 1201 Woodward is across the street from the old Hudson’s building and also a soon to be open Avalon Bakery.

It’ll be what they characterize as a “Brand House” location.

The announcement was made by Kevin Plank, CEO and chairman of Under Armour, at a charity event this weekend with Quicken Loans founder Dan Gilbert by his side.

Under Armour often sells at other retailers, but this Brand House concept is region-specific (expect a lot of local sports team gear) and has a lot more than the training apparel they’re known for. Brand Houses in other cities also include fishing and hunting gear, running and basketball sneakers, and, according to the Baltimore Sun, a fitness tracker “wearables bar.”

Daily Detroit photo.
Daily Detroit photo.

Some of the larger stores (and Detroit is on the larger side), have the ability for athletes to “test their skills.” In Boston, this means an “Optojump” that is interactive readiness/skill test. It helps measure speed, power, and reaction.

This is in line with changing retail trends where it’s not just about the store, but the experience.

One of the things they’re doing that’s pushing the envelope a bit is instead of having just people on the retail floor, their displays are app-enabled with their “UA Play” app. So, in Boston, a little 3D Stephen Curry helps sell the sneakers with a signature move.

#curry3 #uaboston #uaplay

A video posted by UAfan96 (@uafan96) on

Downtown Detroit’s new store will make for 22 of these “Brand Houses” in the United States and Mexico. There have been rumors of an Under Armour store for more than a year, when Plank and Gilbert put the idea out there at a Detroit Homecoming event.

Bedrock and Under Armour released this statement:

“Under Armour is excited to open its first Brand House in downtown Detroit in the spring of 2017 at 1201 Woodward Ave. Detroit is an ideal location for Under Armour as an icon of Americana. Just like Under Armour’s hometown of Baltimore, Detroit is currently experiencing an unprecedented wave of momentum, and we can’t wait to be part of their exciting success story.”

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