Under Armour Unveils Tysons Corner Sports House

03.26.2026

On March 26, Under Armour officially opened the doors to its new Tysons Corner Sports House—a milestone in the brand’s retail evolution and a bold reintroduction to the next generation of athletes. The location carries special significance: in 2013, Tysons Corner Center became home to Under Armour’s second-ever Brand House globally. Thirteen years later, the brand returns with a fully reimagined concept built for today’s athlete, one who thinks, shops, and plays differently.

This evolution is more than a new store. It’s a Sports House: an immersive, athlete-first environment designed to reflect the expectations and instincts of 16‑ to 24‑year‑old team athletes. Every touchpoint—from innovation storytelling to curated product to premium architecture—signals a new era in Under Armour’s retail expression.

Built for the Modern Athlete

Gen Z shops with their eyes, hands, and instincts. They expect innovation, storytelling, and hands-on experiences that drive understanding and confidence at purchase. To meet that expectation, Under Armour introduced a strategy of radical curation, streamlining the assortment to just 96 total styles across footwear, apparel, and accessories. The approach is both symbolic and strategic—honoring the brand’s founding year (1996) while elevating the innovations that matter most.

A Deliberate, Athlete-Led Design

The Sports House is designed around the real journey of an athlete, from the tunnel walk to the locker room, the field, and the postgame moment. This progression anchors the consumer experience, ensuring the space doesn’t simply display product, but functions as an innovation lab that brings the “why” behind each product to life.

“This concept is about purpose,” said Josh Denton, SVP, Global Retail and Consumer Experience. “Every element—materials, fixtures, merchandising, and digital content—was intentionally chosen to move the athlete forward. We wanted the space to feel like part training ground, part clubhouse, and part innovation lab. The result is an experience where Gen Z athletes feel seen and understood.”

Built for Athletes, Opened with Athletes

The grand opening celebration began on the eve of the public debut with a ribbon‑cutting ceremony led by Kevin Plank, Founder & CEO, joined by two student‑athletes from St. John’s College High School, his alma mater. Staying true to the athlete‑first vision, the opening centered on the community the Sports House was designed for, welcoming hundreds of student‑athletes for a private celebration.

The event featured live music, interactive athlete experiences, an athlete signature wall, exclusive merchandise, and photo moments throughout the space. Over the grand opening weekend, hundreds more shoppers visited the store, enjoying a high‑energy atmosphere that included a live DJ, UA loyalty and team‑athlete giveaways, and VIP gifting for all customers.

As one of the highest‑traffic malls in the U.S. and a cultural hub for athletes across the DMV, Tysons Corner is a critical location for Under Armour’s next chapter. The successful opening weekend—marked by strong athlete engagement, high‑energy experiences, and sustained shopper traffic—underscored the power of the Sports House concept and its role in shaping the future of Under Armour retail.