Brandwave

How popular isUnder Armour in search?

In August 2026, there were an estimated 3.4M branded searches for Under Armour worldwide which is down 18.1% over the last 11 months. Under Armour holds 13.4% estimated Share of Search among school bags worldwide and is ranked 2nd of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Nike81.7%
  2. Under Armour13.4%
  3. JanSport2.7%
  4. Smiggle1.8%
  5. Eastpak0.2%
  6. Herschel0.16%
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Which school bags compete with Under Armour?

Under Armour against school bags worldwide, by month

Share of Search by month for Nike, Under Armour, JanSport. The figures are in the table below the chart.

View monthly share of search table
MonthNikeUnder ArmourJanSportSmiggleEastpakHerschel
Oct 202581.6%16.4%0.66%1.2%0.07%0.11%
Nov 202584.3%13.9%0.46%1.2%0.05%0.09%
Dec 202581.7%16.4%0.54%1.2%0.06%0.11%
Jan 202683.8%13.8%0.83%1.5%0.06%0.09%
Feb 202684%13.8%1%1%0.06%0.09%
Mar 202684.5%13.9%0.68%0.83%0.06%0.09%
Apr 202684.3%13.8%0.68%1%0.06%0.09%
May 202684%13.8%0.83%1.2%0.07%0.11%
Jun 202683.6%13.7%1%1.5%0.07%0.14%
Jul 202682.2%13.5%2.2%1.8%0.11%0.13%
Aug 202681.7%13.4%2.7%1.8%0.2%0.16%
Sep 2026——————

  1. 1.Nike

    81.7%

    Held 1st. 20.4M estimated branded searches, 0% vs prior month. Share -0.5 points.

  2. 2.Under Armour

    13.4%

    Held 2nd. 3.4M estimated branded searches, 0% vs prior month. Share -0.1 points.

  3. 3.JanSport

    2.7%

    Held 3rd. 673K estimated branded searches, +22.4% vs prior month. Share +0.5 points.

  4. 4.Smiggle

    1.8%

    Held 4th. 450K estimated branded searches, 0% vs prior month. Share 0 points.

  5. 5.Eastpak

    0.2%

    Moved from 6th to 5th. 49.5K estimated branded searches, +82.7% vs prior month. Share +0.1 points.

  6. 6.Herschel

    0.16%

    Moved from 5th to 6th. 40.5K estimated branded searches, +22.4% vs prior month. Share 0 points.

Compare search popularity between Under Armour and its closest rivals

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for Under Armour worldwide fell from 4.1M to 3.4M.
  • Across the 11 months ending August 2026, Under Armour’s estimated Share of Search among school bags worldwide decreased from 16.4% to 13.4%.
  • Across the 11 months ending August 2026, Under Armour’s estimated Share of Search among school bags worldwide peaked at 16.4% in December 2025 and was lowest at 13.4% in August 2026.

How did search popularity change for school bags worldwide in August 2026?

  1. In August 2026, Nike lost estimated Share of Search among school bags worldwide, from 82.2% to 81.7%.

  2. JanSport’s estimated Share of Search among school bags worldwide has gained ground for 3 months in a row, from 0.83% to 2.7% in August 2026.

  3. In August 2026, Eastpak rose from 6th to 5th among school bags worldwide.

  4. In August 2026, Herschel fell from 5th to 6th among school bags worldwide.

  5. Estimated monthly branded searches for Smiggle worldwide rose 49.5% over 11 measured months, from 301K to 450K in August 2026.

  6. Estimated monthly branded searches for Under Armour worldwide fell 18.1% over 11 measured months, from 4.1M to 3.4M in August 2026.

Where does Under Armour compete?

Under Armour is ranked in ten competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Basketball shoe brands5th of 55%Show ranking
Gym bags5th of 65.8%Show ranking
Sports bra brands4th of 56%Show ranking
Netball shoe brands4th of 56.1%Show ranking
Sports bag brands4th of 56.3%Show ranking
Gym shoes3rd of 67.3%Show ranking
Leggings4th of 68.4%Show ranking
Gym clothing brands4th of 58.5%Show ranking
School bags2nd of 613.4%Shown above
Bras2nd of 645.5%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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How the Brand Demand Index is measured

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