So let me start off by saying that I am a big fan of Under Armour.
The founder is a fellow alumnus of the University of Maryland. Basketball, running, yoga...they have become my work out apparel of choice for exercise.
I also like what they have done with the brand. They have built the brand consistently and creatively over the years with their "We must protect this house" campaign (Deutsch Inc does the ads...one of my favorite agencies).
So when my brother suggested we head to the new retail store near my father's house in MD, I was interested in seeing what they had done.
Now I don't know if this is a temp store for the holidays or not, but a what a letdown.
Dark. Crowded. No signage indicating what sport area you were in. A wall well lit for their new shoe line, but even that was underwhelming.
Even tough to find the difference between men and women's apparel.
None of the bold images I normally associate with the brand in the store.
Very helpful staff: but only reason I know that is that we needed to ask where everything was.
Brands often forget that the retail experience is a critical part of the brand perception.
I hope that this was simply a hiccup in the momentum of the UA brand as I like the product. But it's a big one.
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