Top brand executives, professional golfer Jordan Spieth and local football hero Tom Brady — with his renowned model wife, Gisele Bündchen — helped Under Armour celebrate its newest retail store, the Boston Brand House in the Back Bay’s Prudential Center mall, on Wednesday evening.
Spieth touted the new location — with six large windows directly facing Boylston Street, and about a block from the Boston Marathon finish line — as “very sleek, very modern, very aggressive.” Inside, a floor-to-ceiling image of Spieth adorns the store’s golf section, which he described after seeing for the first time as “just unbelievable, isn’t it? It’s crazy.”
Spieth, who wore a pair of UA Charged 24/7 Low sneakers, told Footwear News, “I love these new wear-every-day shoes. These are making a move. As you can tell, these are pretty worn out. I wear these almost every day.”
The PGA golfer, who has a 10-year endorsement partnership with Under Armour, said as a first-time visitor to the store he likely would be shopping for tennis and training shoes as well as “comfortable outerwear” such as hoodies and jackets.
Spieth, a Texas native, also admitted that when he’s not rooting for the Dallas Cowboys, he’s “a big Patriots fan” and is no stranger to New England. He said he’s made trips to Providence, R.I., about an hour south, because his brother attends Brown University there.
Brady, an Under Armour elite athlete partner, and Bundchen also toured the two-level, 19,000-sq.-ft. store for about an hour.
Under Armour CEO Kevin Plank was also in attendance, as well as Susie McCabe, the brand’s SVP of global retail. McCabe said the store features the brand’s first 1,100-sq.-ft. dedicated Under Armour Sportswear section, two footwear walls, as well as 12 million LED lights — most prominently featured the company’s first digital wall that continues into the ceiling.
McCabe added that she’s looking forward to the Boston Marathon in April. “We’ve got a great run story. Clearly our footwear business is really starting to take off, and we’ve shown significant improvements,” said McCabe. “[The marathon is] such a meaningful event for this city, and it’s global. I’m excited to see what we can do with the marathon and really be a part of the event.”