So much of today’s marketing relies on the customer experience, from the first touch to what customer’s say about a brand. In an effort to bolster its in-store experience, Under Armour plans to convert some of its Baltimore headquarter space to provide an experimental store space.
The company will use the space to develop experimental floor space layouts, reports the Baltimore Business Journal. The company hopes to ensure a cohesive Under Armour experience in all of their stores globally.

Under Armour has been building out physical stores as part of their larger growth strategy. The company calls its stores “Brand Houses.”  The company just posted its 17th straight quarter of growth.

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