Under Armour

This Soho flagship proves that Under Armour offers more than just sweat-wicking workout shirts. Digital displays and a gigantic Under Armour logo made of more than 2 million LED lights help highlight the offerings. Look for exclusive MLB- and NYC-themed products; performance monitors like the Armout39 ($100); and SpeedForm Apollo ($100), the company's latest version of comfortable running shoes. A concept space dubbed the "Rowhouse Basment" offers customers private consultations with professional athletes, while the dressing rooms are stocked with free bottled water.