Under Armour’s Chicago Brand House is the company’s largest retail location in the world. At nearly 30,000 square feet, it embodies all that is the quickly growing UA brand.
Now Under Armour has announced a unique investment in this location in the form a golf simulator. The Chicago Brand House will now use Full Swing Golf’s Swing S4 model simulator and Virtual Green product. This will provide customers a chance to test drive Under Armour golf products in a realistic environment.
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With the Virtual Green system, slope and details of an in-store practice green can be changed so customers can experience numerous environments when deciding which putters to purchase. Additionally, this Virtual Green simulation tech will be used to replicate Jordan Spieth’s top putts from his young career to show customers what Under Armour’s top golfer experiences on the course.
“We are excited to partner with such an iconic brand and leader in innovative footwear and apparel, said Ryan Dotters, CEO of Full Swing Golf, in a press release. “Both of our brands share the same commitment to innovation and technology as displayed with the unveiling of Virtual Green, a live undulating green. We are thrilled to be a part of Under Armour’s efforts to drive the game through a truly unique retail golf experience.”
“We chose to work with Full Swing and Virtual Green because of their cutting-edge technology, which provides Under Armour consumers with an unparalleled, interactive retail experience,” said Susie McCabe, Senior Vice President of Global Retail. “Showcasing it in the UA Chicago Brand House, our largest retail location in the world, enhances our consumer experience in-store and allows brand fans to interact with our product in an innovative and engaging way.”
On top of the Brand House experience, Full Swing Golf and Under Armour will work together on future marketing and retail initiatives at other locations to give potential Under Armour customers realistic experience with their products before deciding to purchase.
If the Jordan Spieth simulation is any indication of how this partnership will play out in the future, Under Armour customers should be excited about the possibilities of how other Under Armour athletes can be involved in simulations to test out the company’s latest products. Test out Steph Curry’s latest shoes on the a hardwood surface? No problem. Experience the connected feeling of Under Armour’s HealthBox and connected running shoes with Lindsey Vonn guiding you through a simulated work out? Definitely. Run through on-field simulated training drills with Tom Brady in Under Armour’s most advanced compression gear yet? We certainly hope so.