It’s amazing how much underwear people will buy. Or how much Under Armour at least expects them to buy. They will soon be opening their first NYC location in early 2014, much to the anticipation of their many fans. While company executives will admit that they are planning to open in Soho, they won’t yet disclose a location.

As North American division president Henry Stafford told WWD, “New York is an area where we’re significantly underpenetrated and we’re going to open in a great location.”

The store will carry sportswear for men and women.

In addition to this exciting news, Under Armour is also planning to launch a men’s lifestyle line. Called the 35th and ) for the Georgetown address were Under Armour got its beginnings, the line allows customers to wear their products in and out of the gym.

If you just can’t wait to get your hands on their products in Soho, you can enjoy the sample sale that will take place from Tuesday, October 29 through Sunday, November 3rd at the 260 Fifth Avenue store between 28th and 29th streets.