Under Armour lunches Flatiron Pop-Up store in New York City

As the new trainer can easily convert from a sneaker to slide in seconds, it is an ideal choice for athletes who want versatility in their footwear, the company said in a press release.

The pop-up store aims to provide customers with an immersive brand experience and a chance to get a first-hand look at Under Armour's latest performance apparel and innovative footwear.

The timing of the pop-up store's opening was significant, as it opened on Valentine's Day, which is also Under Armour's unofficial anniversary.

UA Flatiron Pop-Up is open to the public for a limited time only, with fresh product drops, surprise giveaways, and the occasional appearance of pro athletes.

“Under Armour’s mission is to make athletes better. In order to do that, it’s imperative that we listen to their needs, and we heard our athletes wanted more versatile performance wear—gear that could be pushed to the limit during a workout, then transition comfortably back into daily life. Those athlete insights are the driving force that inspired not only the UA SlipSpeed, but the full head-to-toe performance solutions featured at the pop-up,” said Lisa Collier, chief product officer at Under Armour.

“At Under Armour, we love athletes and are in relentless pursuit of making them better. This pop-up exemplifies the same grit and hustle that was present more than 20 years ago and allows us to bring one of our latest innovations to a sophisticated market like New York. We will continue to innovate and solve for athlete problems just as we have with the UA SlipSpeed,” said Kevin Plank, founder and executive chairman of Under Armour.

Fibre2Fashion News Desk (DP)