At their leading Baltimore location that Under Armour leaders have coined the "LAB", an aggressive new look is transforming the store into an elevated and intriguing retail experience. Through a multi-phase process, this location is being used to gauge how consumers interact with their environment and it's influence on the store's success. Bright lights and straight lines present the perfect backdrop for this action sports brand, allowing the streamlined products to shine. As this aesthetic is carried throughout the "LAB", certain learnings will be integrated into retail locations nationwide.