UA Flatiron Pop-Up
02.14.2023

Under Armour Disrupts NYC Market With Innovative New Retail Experience In The Heart of Manhattan

UA is charging headfirst into the most competitive arena in the country and putting a fresh stake in the performance wear ground

On the holiday that started it all, Under Armour is shaking things up in the Big Apple with a fresh new retail experience. Opening today, Valentine’s Day, the UA Flatiron Pop-Up is providing an in-depth brand experience and allowing athletes of all levels to get an up-close look at UA’s latest and greatest performance apparel, as well as the newest iteration of the shoe that athletes like Steph Curry and Tom Brady have been rocking lately - the UA SlipSpeed. This groundbreaking trainer features a convertible heel design that lets you go from sneaker to slide in seconds. Transcending the typical shopping experience, this pop-up provides a physical manifestation of what Under Armour is all about - creating fearlessly with the courage and conviction to defy convention, innovating by taking bold and smart risks, and showing up big where athletes train, compete, and recover.

“Under Armour’s mission is to make athletes better. In order to do that, it’s imperative that we listen to their needs, and we heard our athletes wanted more versatile performance wear - gear that could be pushed to the limit during a workout, then transition comfortably back into daily life. Those athlete insights are the driving force that inspired not only the UA SlipSpeed, but the full head-to-toe performance solutions featured at the pop-up.”

Lisa Collier, Chief Product Officer at Under Armour

Launching this new venture on Valentine’s Day, UA’s unofficial anniversary, only felt right. More than 20 years ago today, the legacy of determination and innovation that defines Under Armour’s ethos began. It all started when a college student decided to sell roses to classmates on campus for the day of love. That young entrepreneur turned out to be UA Founder Kevin Plank. His small business was so successful that those flower-selling funds became the seed money to start the performance wear powerhouse we now know as Under Armour.

UA Flatiron Pop-Up
UA Flatiron Pop-Up

“At Under Armour we LOVE athletes and are in relentless pursuit of making them better. This pop-up exemplifies the same grit and hustle that was present more than 20 years ago and allows us to bring one of our latest innovations to a sophisticated market like New York. We will continue to innovate and solve for athlete problems just as we have with the UA SlipSpeed.”

Kevin Plank, Founder and Executive Chairman of Under Armour

UA Flatiron Pop-Up

Keeping that same spirit of disruption, passion and purpose alive this year, some of NYC’s hottest tastemakers and VIPs got an exclusive first look at the space. They mingled, heard from Plank himself about the future of UA, created customized basketball jerseys, and left with their very own pair of UA SlipSpeeds. Open to the public beginning Feb. 14th at 139 5th Ave in Manhattan, UA is officially getting the pop-up party started with an onsite DJ, an in-store live mural painting with customizable UA SlipSpeeds, a contest for a chance to win UA swag, and plenty more.

UA Flatiron Pop-Up
UA Flatiron Pop-Up
UA Flatiron Pop-Up

Come experience the hype yourself and get a peek at UA’s latest and greatest performance innovations that continue to make today’s top athletes better day in and day out. The UA Flatiron Pop-Up will be free and open to the public for a limited time only with fresh product drops, surprise giveaways, and maybe even the occasional pro athlete appearance. Don’t miss out.