UNDER ARMOUR OPENS FIRST MONTANA STORE, INTRODUCES NEW RETAIL CONCEPT IN BOZEMAN
Opening Friday, September 18th
Under Armour officially opened the doors to its first Montana retail location on September 18, welcoming customers and community members to the Bozeman Sports House at Gallatin Crossing.
The opening introduces a new retail concept for Under Armour that combines elements of UA's premium Brand House and value-driven Factory House experiences within one connected shopping environment, offering a more flexible model designed to meet a broader range of consumer needs.
A New Approach to Under Armour Retail
The Bozeman Sports House brings together experiences traditionally offered through separate retail formats.
Consumers entering the store are introduced to Under Armour's latest performance innovations and full-price product. As they move through the space, sport-driven storytelling and key product franchises reinforce the brand's performance heritage, while a broader assortment provides options across different needs and price points.
The approach allows Under Armour to introduce premium product to more consumers while maintaining accessibility, creating a model designed to support both brand elevation and commercial growth.
Expanding Where Demand Already Exists
Despite having no physical retail presence in Montana, Under Armour had already seen meaningful e-commerce demand from consumers across the state. The new store builds on that established interest, bringing the brand closer to an existing consumer base through a physical retail experience.
Located just 1.5 miles from Montana State University, a longstanding Under Armour partner, the store also offers a natural connection to a passionate athletic community of students, athletes, alumni, and fans.
“We’re challenging ourselves to think differently about what an Under Armour store can be, bringing the best of our retail experiences together in one place. With the demand we’ve seen in Montana and our longstanding partnership with Montana State, Bozeman is an exciting place to bring that vision to life.”
Josh Denton
SVP, Americas Retail
Bringing the Opening to Life Through Sport
The store's debut comes just ahead of Montana State University's Homecoming week, creating an immediate opportunity to introduce the new Sports House during one of the university's biggest moments of the year.
To celebrate, Under Armour is extending the launch beyond the store with a series of experiences designed to engage Montana State students, athletes, fans, and the broader Bozeman community, including local high school athletes and families.
The celebrations will culminate with a Homecoming tailgate activation on September 26, bringing Under Armour directly into the excitement on campus.
For more information on the grand opening celebrations, visit events.underarmour.com/bozeman.