Under Armour opens digital store in Austin

Under Armour (NYSE:UA) will open its first digital headquarters in downtown Austin. The Connected Fitness store will provide employment for more than 100 engineers, data scientists, designers and product innovators specializing in health, fitness and sports.

The digital innovation lab occupies 35,000 sq. ft. on the second floor of a building across from the city's power plant, reported Retail Info Systems News. The five acres around the office are being converted for mixed uses, including 33,000 sq. ft. of retail space, a public plaza and a 30-story residential tower.

The new space will pay homage to health and fitness with luxuries such as a spin boardroom; in-office bike storage and repair stations; treadmill desks; a fitness recreation room; men's and women's locker rooms; and a kitchen full of healthy food options. The grounds will also include running and cycling paths.

The innovation team will focus on building the company's digital products, with the mission of helping athletes enhance their performance. Currently Under Armour has a digital community of more than 120 million unique members around the world.

The new platform will launch the world's largest digital health and fitness community using applications such as UA Record, Endomondo, MyFitnessPal and MapMyFitness, which it bought for $150 million at the end of 2013.

"In the last six months we more than doubled the size of our Connected Fitness team," Robin Thurston, chief digital officer of Under Armour, told Retail Info Systems News. "Our brand's trajectory in the digital space is unprecedented, and we're building the most equipped and talented team to deliver products that will change lives everywhere through health and fitness technology. The talent we have secured and on-boarded is monumental, and our Connected Fitness team is poised to advance the entire landscape of the technology industry."

Last week Under Armour announced the opening of a 30,000-sq.-ft. store on Chicago's Magnificent Mile.

For more:
-See this Retail Info Systems News article

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