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 6.3% estimated Share of Search among sports bag brands worldwide and is ranked 4th of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Adidas38.3%
  2. Nike38.3%
  3. Puma17.1%
  4. Under Armour6.3%
  5. Head0.02%
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Which sports bag brands compete with Under Armour?

Under Armour against sports bag brands worldwide, by month

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

View monthly share of search table
MonthAdidasNikePumaUnder ArmourHead
Oct 202534.2%42%15.4%8.4%0.03%
Nov 202535.9%43.8%13.2%7.2%0.02%
Dec 202535.3%43.1%12.9%8.7%0.03%
Jan 202631.3%46.9%14.1%7.7%0.03%
Feb 202634.7%42.6%15.6%7%0.03%
Mar 202634.8%42.5%15.6%7%0.03%
Apr 202633.5%41.2%18.5%6.8%0.03%
May 202635.3%35.3%23.5%5.8%0.02%
Jun 202639.5%39.5%14.5%6.5%0.02%
Jul 202639.5%39.5%14.5%6.5%0.02%
Aug 202638.3%38.3%17.1%6.3%0.02%
Sep 2026—————

  1. 1.Adidas

    38.3%

    Held 1st. 20.4M estimated branded searches, 0% vs prior month. Share -1.2 points.

  2. 2.Nike

    38.3%

    Held 2nd. 20.4M estimated branded searches, 0% vs prior month. Share -1.2 points.

  3. 3.Puma

    17.1%

    Held 3rd. 9.1M estimated branded searches, +22.2% vs prior month. Share +2.7 points.

  4. 4.Under Armour

    6.3%

    Held 4th. 3.4M estimated branded searches, 0% vs prior month. Share -0.2 points.

  5. 5.Head

    0.02%

    Held 5th. 12.1K estimated branded searches, +22.2% 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 sports bag brands worldwide decreased from 8.4% to 6.3%.
  • Across the 11 months ending August 2026, Under Armour’s estimated Share of Search among sports bag brands worldwide peaked at 8.7% in December 2025 and was lowest at 5.8% in May 2026.

How did search popularity change for sports bag brands worldwide in August 2026?

  1. In August 2026, Puma gained estimated Share of Search among sports bag brands worldwide, from 14.5% to 17.1%.

  2. In August 2026, Adidas lost estimated Share of Search among sports bag brands worldwide, from 39.5% to 38.3%.

  3. In August 2026, Nike lost estimated Share of Search among sports bag brands worldwide, from 39.5% to 38.3%.

  4. Estimated monthly branded searches for Head worldwide fell 18.2% over 11 measured months, from 14.8K to 12.1K in August 2026.

  5. 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 five 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
Sports bra brands4th of 56%Show ranking
Netball shoe brands4th of 56.1%Show ranking
Sports bag brands4th of 56.3%Shown above
Gym clothing brands4th of 58.5%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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