Steele Fitness Teaming with Under Armour for New Edina Store

Popular 50th & France fitness center and athletic clothing boutique Steele Fitness is joining forces with Under Armour for what the company is referring to as a "one-of-a-kind exclusive relationship." 

Edina will mark a first retail store for the partnership, with a 2,500-square-foot store set to open at 50th & France in May. Called Under Armour for Steele, the store will exclusively feature co-branded fitness apparel 

The existing Edina Steele Fitness location will be remodeled as part of the changeover, with the company expanding its existing apparel offerings significantly. As would be expected, it will switch from a sampling of different brands to solely Under Armour products. 

The Star Tribune broke the story Tuesday, reporting the Twin Cities-based company plans to launch an Under Armour store next to every Steele Fitness center as the chain eventually expands across the country. 

CEO and Founder Steele Smiley spoke with the Strib, saying Steele Fitness will be the only fitness chain in the U.S. to carry the concept.

"Our fitness customers also need new clothing to feel good," Smiley told the Star Tribune.

He did not disclose financial terms to the newspaper, but said streamlining to one brand of well-known products "made a lot of sense" for Steele Fitness. The company presently operates five locations around the Twin Cities.

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