Under Armour Tests a Brand House Factory House Hybrid at Its First Montana Store

It is the sportswear company’s first physical store in the state and a test of how those formats can serve shoppers with different budgets in one location. The company says it had seen online demand from Montana customers before opening the store.

Gallatin Crossing is about 1.5 miles from Montana State University, an existing Under Armour partner. Those two factors give the brand a pre existing customer base and an athletic community close to the new location, rather than requiring the store to introduce Under Armour to the market from scratch.

One Store, Two Price Positions Under Armour’s official description places current performance innovations and full price products near the entrance, with a broader assortment as shoppers move through the space.

Photographs released with the company’s follow up update show a central checkout area, a ‘Big Sky Country’ footwear wall and a UA Velocity apparel display. The layout makes product education and accessible price points part of the same store journey…