Olympia Sports Unveils Innovative Under Armour Concept at Patriot Place Store

FOXBOROUGH, Mass. – Bigger. Better. Bolder. That’s how best to describe the new Olympia Sports store, which opened at Patriot Place on Wednesday, Sept. 14.

Bigger: The 15,000-square-foot space offers an expansive floor plan.

Better: Shoppers will find a premium assortment of Under Armour’s latest innovations in apparel, footwear and accessories for men, women and youth.

Bolder: The retail space features an ultimate Under Armour brand experience with more than 8,000 square feet dedicated to the quality products and unique story-telling the brand is known for while also paying tribute to one of the most memorable moments in New England Patriots history.

“This exciting new concept offers the largest selection of Under Armour products in the area and will meet the apparel, training, footwear and fitness technology needs of sports fans and athletes alike,” said Patriot Place General Manager Brian Earley. “We are thrilled to welcome this innovative concept between Olympia Sports and Under Armour to Patriot Place and offer a new athletic retail option for our guests.”

Matt Mirchin, President, North America, Under Armour said, “As one of our longest standing partners, we are extremely proud of our history with Olympia Sports and we are thrilled to announce the next evolution in our relationship. The new Under Armour shop at Patriot Place is a testament to UA’s commitment to the Boston community and together we will create an elevated retail shopping experience featuring the brands’ premium innovations.”

In partnership with The Hall at Patriot Place presented by Raytheon, the store features a prominent piece of Patriots history. Shoppers and Patriots fans alike can now visit the actual location of the final play at Foxboro Stadium, which has been marked inside the store with a monument commemorating Adam Vinatieri’s game-winning kick in overtime of the AFC Divisional Playoffs vs. the Oakland Raiders on Jan. 19, 2002. A description of the final play, including the temperature and snowfall, accompanies the photo of Vinatieri’s kick in the snow.

“It’s terrific that Olympia Sports has marked the actual location of the final play at Foxboro Stadium,” said Bryan Morry, executive director of The Hall at Patriot Place presented by Raytheon. “That Snow Bowl game was one for the ages, and to close the old stadium on one of the most dramatic and memorable nights in Patriots history was quite emotional. We’re thrilled to establish a connection between The Hall and Olympia Sports so that fans can recall that famous night and relive those emotions while they visit the store.”

Ed Manganello, President of Olympia Sports said, “We are very excited about this new venture with Under Armour. The consumer experience in this store will be unmatched and Patriot Place is the perfect setting for this collaboration. We are very proud to be able to partner with Under Armour in a space that will tell this entire brand story.”

Patriot Place and Olympia Sports celebrated the grand opening with a ribbon-cutting ceremony, giveaways and special guest appearances. Present for the ribbon cutting were Manganello, Olympia Sports General Manager Joanne Klaameyer, Olympia Sports Senior Director of Stores Bob Boland, Olympia Sports Director of Operations Paul Fitzpatrick, Under Armour Vice President of Sporting Goods Brian Cummings, Under Armour Senior Director of Sales Sean Mannion, Earley, Foxborough Town Manager Bill Keegan, Tri-Town Chamber of Commerce Executive Director Kara Griffin, Neponset Valley Chamber of Commerce President and CEO Thomas O’Rourke, Patriots mascot Pat Patriot and Patriots Cheerleaders.

The celebration continued on Friday, Sept. 16, when two members of the Patriots’ 2001 Super Bowl Championship team took a trip down memory lane when they made a special appearance at the store to revisit the actual location of the final play at Foxboro Stadium. Former Patriots long snapper Lonie Paxton, who snapped the ball on that final play and former punter/holder Ken Walter, who held it for Vinatieri's game-winning kick, signed autographs, took photos and shared stories with fans about the game and that memorable 2001 season.