Now Under Armour Wants a Fifth Avenue Store at the Old FAO Schwarz Space, Too

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

In what's turning into a game of musical stores, The Real Deal reports that Under Armour is in "late-stage talks" to take over the former FAO Schwarz space at 767 Fifth Avenue, making it its second store in the city following a Soho debut in 2014.

If you recall, Niketown was also in "late-stage negotiations" to take to the same space once the fitness brand's lease ended at 6 East 57th Street, its current Trump-owned location right around the corner. It was unclear at the time whether Nike would take the entire 60,000-ish square feet, or just a portion of it, and now it's hard to say whether Nike is still involved at all — it seems highly unlikely that two well-known athletic brands would share an address. Sources tell the New York Post that Nike's already resigned its lease through 2022.

And the speculation doesn't end there. Rumors started last summer that Apple was looking to take over the space, at least temporarily, while its flagship undergoes renovations. According to the Post, those negotiations are still ongoing.

Will the real tenant please stand up?