How popular isUnder Armour in search?
In September 2026, there were an estimated 3.4M branded searches for Under Armour worldwide which is down 18.1% over the last 12 months. Under Armour holds 5.5% estimated Share of Search among football cleats brands worldwide and is ranked 4th of 4 competitors for search popularity. These are worldwide searches for English-language branded terms.
Nike40.1%Adidas36%
New Balance18.3%
Under Armour5.5%
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Which football cleats brands compete with Under Armour?
Share of Search by month for Nike, Adidas, New Balance, Under Armour. The figures are in the table below the chart.
View monthly share of search table
| Month | Nike | Adidas | New Balance | Under Armour |
|---|---|---|---|---|
| Oct 2025 | 37.8% | 35.3% | 20.6% | 6.2% |
| Nov 2025 | 39.9% | 36.2% | 18.4% | 5.5% |
| Dec 2025 | 40.1% | 35.7% | 17.7% | 6.5% |
| Jan 2026 | 43.9% | 33.2% | 16.7% | 6.2% |
| Feb 2026 | 40.1% | 36% | 18.3% | 5.5% |
| Mar 2026 | 40% | 36.5% | 18.1% | 5.4% |
| Apr 2026 | 38.1% | 35.6% | 21.1% | 5.2% |
| May 2026 | 37.5% | 40.5% | 16.9% | 5.1% |
| Jun 2026 | 38% | 39.4% | 17.4% | 5.2% |
| Jul 2026 | 37.9% | 39.9% | 17.1% | 5.1% |
| Aug 2026 | 36.5% | 38.7% | 19.9% | 4.9% |
| Sep 2026 | 40.1% | 36% | 18.3% | 5.5% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, moved from 2nd to 1st | 40.1% | 24.3M | -2.4% | +3.7 pointsmoved from 2nd to 1st | |
| 2, moved from 1st to 2nd | 36% | 21.8M | -17.5% | -2.7 pointsmoved from 1st to 2nd | |
| 3, held 3rd | 18.3% | 11.1M | -18.4% | -1.6 points | |
| 4, held 4th | 5.5% | 3.4M | 0% | +0.6 points |
1.
Nike40.1%
Moved from 2nd to 1st. 24.3M estimated branded searches, -2.4% vs prior month. Share +3.7 points.
2.
36%
Moved from 1st to 2nd. 21.8M estimated branded searches, -17.5% vs prior month. Share -2.7 points.
18.3%
Held 3rd. 11.1M estimated branded searches, -18.4% vs prior month. Share -1.6 points.
5.5%
Held 4th. 3.4M estimated branded searches, 0% vs prior month. Share +0.6 points.
Compare search popularity between Under Armour and its closest rivals
Every comparison with Under Armour
25 comparisons
- Adidas vs Under Armour
- New Balance vs Under Armour
- Nike vs Under Armour
- Puma vs Under Armour
- Calvin Klein vs Under Armour
- Gymshark vs Under Armour
- Lululemon vs Under Armour
- ASICS vs Under Armour
- Reebok vs Under Armour
- Mizuno vs Under Armour
- Alo Yoga vs Under Armour
- Smiggle vs Under Armour
- Sweaty Betty vs Under Armour
- Triumph vs Under Armour
- JanSport vs Under Armour
- Herschel vs Under Armour
- NoBull vs Under Armour
- Under Armour vs Victoria's Secret
- Lorna Jane vs Under Armour
- Stax vs Under Armour
- Under Armour vs Wacoal
- ThirdLove vs Under Armour
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- Head vs Under Armour
How has branded search demand for Under Armour changed worldwide over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Under Armour worldwide fell from 4.1M to 3.4M.
- Across the 12 months ending September 2026, Under Armour’s estimated Share of Search among football cleats brands worldwide decreased from 6.2% to 5.5%.
- Across the 12 months ending September 2026, Under Armour’s estimated Share of Search among football cleats brands worldwide peaked at 6.5% in December 2025 and was lowest at 4.9% in August 2026.
How did search popularity change for football cleats brands worldwide in September 2026?
4 changes
In September 2026, Nike overtook Adidas to become the leader among football cleats brands worldwide, with 40.1% estimated Share of Search.
In September 2026, Under Armour gained estimated Share of Search among football cleats brands worldwide, from 4.9% to 5.5%.
In September 2026, Adidas lost estimated Share of Search among football cleats brands worldwide, from 38.7% to 36%.
In September 2026, New Balance lost estimated Share of Search among football cleats brands worldwide, from 19.9% to 18.3%.
Where does Under Armour compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Football boot brands | 5th of 6 | 4.7% | Show ranking |
| Basketball shoe brands | 5th of 5 | 4.8% | Show ranking |
| Gym bags | 5th of 6 | 5.2% | Show ranking |
| Sports bra brands | 4th of 5 | 5.5% | Show ranking |
| Baseball cleats brands | 4th of 4 | 5.5% | Show ranking |
| Football cleats brands | 4th of 4 | 5.5% | Shown above |
| Turf shoes brands | 4th of 4 | 5.5% | Show ranking |
| Sports bag brands | 4th of 5 | 5.7% | Show ranking |
| Netball shoe brands | 4th of 5 | 5.9% | Show ranking |
| Gym shoes | 3rd of 6 | 6.5% | Show ranking |
| Leggings | 4th of 6 | 7.7% | Show ranking |
| Gym clothing brands | 4th of 5 | 7.7% | Show ranking |
| School bags | 2nd of 6 | 11.8% | Show ranking |
| Activewear brands | 3rd of 6 | 17.4% | Show ranking |
| Bras | 2nd of 6 | 46.7% | Show ranking |
How is Under Armour measured?
Brandwave collects information about searches that people make online using Under Armour’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.
1 branded search term
- under armour
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Is Under Armour your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.