Shop Talk: Under Amour’s Theater Concept… Mephisto Doubles Down

Under Armour Gets Theatrical
Under Armour is planting another flag in China. The Baltimore-based sports brand debuted a specialty store in Shanghai’s Jing An Kerry Centre this month that features a multidimensional, 270-degree movie screen. The theater displays a series of brand vignettes that depict athletes like swimmer Michael Phelps and NBA player Brandon Jennings in different sports moments. Under Armour has opened six stores on mainland China and one in Taiwan in the past two years. The firm also plans to open a new 8,300-sq.-ft. store at Tysons Corner Center in McLean, Va., on Nov. 7. The shop will feature similar digital displays and the brand’s largest assortment of youth products.

New York Lures Mephisto
Mephisto is taking a bigger bite of the Big Apple. The comfort brand bowed its third company-owned store and second location in New York on Saturday. “From the day we opened the doors at our first location, it has exceeded our sales projections,” Rusty Hall, president and CEO of Mephisto USA, said via a written statement. “Opening a second location in New York will allow us to reach out to new customers, as well as existing, loyal Mephisto aficionados.” The 900-sq.-ft. shop will celebrate its grand opening with an event later this month.

Sports Authority Heads to Caribbean
Sports Authority now has a home in Puerto Rico. The sporting-goods retailer debuted its first location in Ponce’s Plaza del Caribe last week. More than 70 employees have been hired to work in the 35,000-sq.-ft. store. The company will expand employment efforts in Puerto Rico for next year, as it plans to bow two additional doors in the U.S. territory.

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