With 30,000 square feet of space, 23.5 million LED lights, a living wall inspired by Wrigley Field and a 700-square-foot jumbotron cube, the Under Armour Brand House off of Michigan Avenue goes big for a brand known for its form-fitting sportswear. The brand's largest store in the world, the Under Armour Brand House stocks everything from its signature Armour base layer to its fishing and hunting ranges (featuring scent-control clothing) as well as a unique wearables bar.
Aside from its stock, the Brand House earns its name by offering a full brand experience rather than just a consumer one. Visitors are welcome to stay in the store (it even has free charging stations for your phone) and experience the wealth of interactive features inside: Astroturf on the upper floor allows customers to not only try on but try out cleated shoes, while a youth-oriented "What's the Record?" experience allows kids to see how they stack up against Under Armour athletes with a jumping and power test and more basic measurements.