CHAPPELL CONFIDENTIAL
Under Armour’s Grand Opening Party
Fri. March 6, 2015 12:00 AM
by Terrence Chappell
So, I attended Under Armour's grand opening party at 600 N. Michigan Ave and my favorite part were all the cayute male models that were wearing basketball shorts with no underwear..too much? Da well!
I'm not here for no athletics, and I certainly don't follow nobody's sports. However, I was present and perched up in that partay asking Under Armour's fine a$$ sales people for sizes I don't even wear just to see them walk away. Seriously, did they just hire all models to work the floor for the event? What I appreciate is that all different shapes and sizes were represented on the floor
From this tall and lean delicious chocolate drop man to this dreamy thick and wide blue-eyed man, screw being Under Armour, I wanna be under them! Okay, I'm done. Cold water has been thrown on the kitty and I'm back now. So, about that store and event...
Michigan Ave just got a lot more athletic with its newest flagship store Under Armour. Guests were welcomed to a custom shopping experience with not only plenty of sales people on deck for assistance but also a personal drawer to store their favorite picks until purchase time – ya know to leave more free hands for dranks! Guests also enjoyed interactive games with an athletic spin. In one game, people could race against each other in a digital mock-up of downtown Chicago with the race projected on large plasma screens. It another game, people could put their hops to the test to see if they could even come close to beating the world record. Yea...I was wearing my new slim fit Penguin jeans and it was after work, so I was happy to watch other people do it!
Overall, the flagship stays true to its brand and welcomes shoppers to a two-level strapping digital aesthetic that relays they are the authority in sportswear. Expect to see larger than life photos of some of the industry's top names such as ballerina Misty Copeland, pro surfer Brianna Cope, and baseball player Bryce Harper. In particular, they had a wall dedicated to Gisele Bundchen's long hair don't care pretty self.
I like Under Armour, I really do! But I just can't push myself to pay seventy bucks for some sweat pants, not while there's a Marshall's or T.J. Max down the street. A gurl may be fulltime but I still gotta watch them coinz. But for all you die-hard gym bunnies and those who do those city intramural sports have at it. I'll just go to the store to stare at all the workaz!