Competition in the sports market is getting bigger and bigger. Recently, UnderArmour announced that it would enter Fifth Avenue in Manhattan, New York, where it opened the largest retail store in the world.

With the opening of this store, the idea that UnderArmour wants to further expand its business territory is fully displayed, and the momentum of Adidas and NIKE to compete in retail is becoming more and more obvious.

Since last year,

There have been many moves in the field of digital fitness.

First, it bought MyFitnessPal and Endomondo for $560 million, merging the two applications into the world's largest digital health and fitness community.

The MapMyFitness application developed by UnderArmour is also committed to the interaction and connection of fitness people. These factors add to consumers' strong dependence on the brand itself, and naturally it will also play a stimulating role in retail sales.

And sales are exactly what UnderArmour wants to see at the moment.

The new store is located between 58 street and 59 street in the West. It used to be the former store of FAOScwhaz, the famous piano toy brand in New York.

The 184 year old piano toy brand has built huge piano playing idols on Fifth Avenue, making it a waking presence on Fifth Avenue and landmark buildings.

UnderArmour chose this place as a retail store after FAOScwhaz left the lease, so that the high popularity of this place can bring more to yourself.

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Although the plan has been announced, it will take some time for the retail store to open.

UnderArmour said that the store could meet with you soon in early 2019, but now it has planned the location of its interior design and development.

This store not only plays a role in retailing, it will also be right.

And cultural pmission.