CHICAGO—The retailer Under Armour has justdecided that it will open its next location at 600 North MichiganAve. in Chicago in March, 2015. The nearly 30,000-square-footBrand House retail store will feature men's,women's and youth apparel, footwear and equipment. The companyplans to use interactive digital displays throughout the space, aconcept it already used in other top retail locations, includingNew York City's SoHo neighborhood, the brand's hometown inBaltimore, MD and Tysons Corner in McLean, VA.

"We are excited to open our first Brand House in Chicago, onMichigan Avenue, one of the world's most iconic and dynamic retaildestinations," says Susie McCabe, senior vicepresident of global retail. "The Under Armour Chicago Brand Housewill be our largest to date and will provide us with a newopportunity to expand upon our mission to make all athletes better,while delivering an elevated and personalized shoppingexperience."

Under Armour has existing partnerships with local athleticinstitutions, including the University of NotreDame, Chicago Cubs, andNorthwestern University, and localized Chicagoproducts will be offered.