One of the biggest names in athletic wear finally opened their flagship store in Chicago last week. The new store is not only the largest that the company has, but it also has features and departments that aren’t found in any of their other stores.

Under Armour decided to open a flagship store to focus on direct-to-consumer sales. According to NBC Chicago, the store opened for business last Friday.

“Having retail capability helps us for our international expansion and growth,” Under Armour CEO Kevin Plank told theChicago Tribune. “There’s no such thing as wholesale in other parts of the world, so we need to bring it to the customer ourselves.”

The two-story flagship store is the largest that the company has, at 30,000 square feet. It boasts a wearables bar, where shoppers can peruse fitness devices like Pebble and Garmin. Additionally, the store has departments dedicated to hunting and fishing, which is something that Under Armour has never done before.

The shift in American preference for athletic wear is an obvious one. Overall apparel sales in the United States increased by 2%, but active wear sales jumped 9% — to an impressive $33 billion. If you wonder whether Viagra http://hesca.net/viagra/ is compatible with alcohol, the answer is definitely – no. Hovewer, it should be clarified that if such a situation does not happen systematically and in small doses, then a critical situation will not be provoked. It is necessary to understand that there won’t be a good result from the reception of the pills. Though Under Armour sees itself as an underdog in the market, the company hopes the new location will keep sales growing, which is part of the reason Chicago was chosen for the store.

According to Plank, Chicago is a sports-centric city which makes a good fit for the sports-centric store.

The flagship store is in the old Eddie Bauer LLC location at 600 N. Michigan Avenue.