Brandwave

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 4.7% estimated Share of Search among football boot brands worldwide and is ranked 5th of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Nike34.2%
  2. Adidas30.7%
  3. New Balance15.6%
  4. Puma13.2%
  5. Under Armour4.7%
  6. Mizuno1.7%
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Where does Under Armour compete?

Under Armour is ranked in 15 competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Football boot brands5th of 64.7%Shown below
Basketball shoe brands5th of 54.8%Show ranking
Gym bags5th of 65.2%Show ranking
Sports bra brands4th of 55.5%Show ranking
Baseball cleats brands4th of 45.5%Show ranking
Football cleats brands4th of 45.5%Show ranking
Turf shoes brands4th of 45.5%Show ranking
Sports bag brands4th of 55.7%Show ranking
Netball shoe brands4th of 55.9%Show ranking
Gym shoes3rd of 66.5%Show ranking
Leggings4th of 67.7%Show ranking
Gym clothing brands4th of 57.7%Show ranking
School bags2nd of 611.8%Show ranking
Activewear brands3rd of 617.4%Show ranking
Bras2nd of 646.7%Show ranking

Which football boot brands compete with Under Armour?

Under Armour against football boot brands worldwide, by month

Share of Search by month for Nike, Adidas, New Balance, Puma, Under Armour. The figures are in the table below the chart.

View monthly share of search table
MonthNikeAdidasNew BalancePumaUnder ArmourMizuno
Oct 202532.8%30.6%17.9%11.8%5.4%1.6%
Nov 202535.2%31.9%16.2%10.6%4.9%1.2%
Dec 202535.2%31.3%15.5%10.9%5.7%1.4%
Jan 202638%28.7%14.5%11.9%5.3%1.6%
Feb 202634.5%31%15.7%12.6%4.8%1.4%
Mar 202634.4%31.4%15.5%12.6%4.7%1.4%
Apr 202632.2%30.1%17.8%14.3%4.4%1.3%
May 202629.9%32.3%13.5%18.7%4.1%1.5%
Jun 202632.8%34%15%12.3%4.5%1.3%
Jul 202632.7%34.4%14.7%12.4%4.4%1.3%
Aug 202630.8%32.7%16.8%14%4.1%1.5%
Sep 202634.2%30.7%15.6%13.2%4.7%1.7%

  1. 1.Nike

    34.2%

    Moved from 2nd to 1st. 24.3M estimated branded searches, -2.4% vs prior month. Share +3.3 points.

  2. 2.Adidas

    30.7%

    Moved from 1st to 2nd. 21.8M estimated branded searches, -17.5% vs prior month. Share -2.1 points.

  3. 3.New Balance

    15.6%

    Held 3rd. 11.1M estimated branded searches, -18.4% vs prior month. Share -1.2 points.

  4. 4.Puma

    13.2%

    Held 4th. 9.4M estimated branded searches, -17.1% vs prior month. Share -0.8 points.

  5. 5.Under Armour

    4.7%

    Held 5th. 3.4M estimated branded searches, 0% vs prior month. Share +0.6 points.

  6. 6.Mizuno

    1.7%

    Held 6th. 1.2M estimated branded searches, 0% vs prior month. Share +0.2 points.

Compare search popularity between Under Armour and its closest rivals

Every comparison with Under Armour

How has branded search demand for Under Armour changed worldwide over the last 12 months?

  • 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 boot brands worldwide decreased from 5.4% to 4.7%.
  • Across the 12 months ending September 2026, Under Armour’s estimated Share of Search among football boot brands worldwide peaked at 5.7% in December 2025 and was lowest at 4.1% in May 2026.

How did search popularity change for football boot brands worldwide in September 2026?

  1. In September 2026, Nike overtook Adidas to become the leader among football boot brands worldwide, with 34.2% estimated Share of Search.

  2. In September 2026, Under Armour gained estimated Share of Search among football boot brands worldwide, from 4.1% to 4.7%.

  3. In September 2026, Adidas lost estimated Share of Search among football boot brands worldwide, from 32.7% to 30.7%.

  4. In September 2026, New Balance lost estimated Share of Search among football boot brands worldwide, from 16.8% to 15.6%.

  5. In September 2026, Puma lost estimated Share of Search among football boot brands worldwide, from 14% to 13.2%.

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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How the Brand Demand Index is measured

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