Brandwave

Nike vs Under Armour:Which is more popular?

In September 2026, Nike had more branded searches than Under Armour among activewear brands worldwide. Nike had about 22.8 million branded searches, while Under Armour had 3.4 million. Nike made up 34.2% of all activewear brand searches we track, and Under Armour accounted for 5%. When we asked ChatGPT and Google AI Overviews about activewear brands, Nike and Under Armour each appeared in three of the five answers. Nike was mentioned before Under Armour in every answer that named either.

Among activewear brands worldwide in September 2026

Who do people search for more?

Nike, about 7 searches for every 1 for Under Armour

Nike 22.8M searchesUnder Armour 3.4M searches

Who does AI mention more?

Both were mentioned in 3 of 5 answers.

Nike in 3 of 5Under Armour in 3 of 5

Who does AI recommend more?

Nike, named ahead of Under Armour in 3 of 3 answers

Nike first in 3Under Armour never first

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Top activewear brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Nike and Under Armour were each mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Nike was listed before Under Armour in every answer that named either.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Lululemon1st
  2. Nike2nd
  3. Alo Yoga3rd
  4. Athleta4th
  5. Vuori5th
  6. Adidas6th
  7. Under Armour7th
  8. Gymshark8th
  9. Beyond Yoga9th
  10. CRZ YOGA10th
  11. +3 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Lululemon5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Alo Yoga5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Athleta5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Nike3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Gymshark3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Under Armour3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Vuori3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Beyond Yoga3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Adidas2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • CRZ YOGA2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+3 more

See every answer about activewear brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 19, 2026.

Is Nike or Under Armour more popular in search?

This chart shows how often people search Google for Nike and Under Armour by name. Each line represents a brand's share of searches for all 13 activewear brands we track, month by month, from English-language searches worldwide.

Nike and Under Armour among activewear brands worldwide, by month

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

View monthly share of searches table
MonthNikeAdidasLululemonGymsharkUnder ArmourVuoriAlo YogaAthletaSET ACTIVEBeyond YogaCRZ YOGALorna JaneStax
Oct 202532.3%32.5%19%4.8%5.7%1.5%1.9%1.1%0.23%0.23%0.15%0.28%0.23%
Nov 202531.5%30.5%19.1%8.6%4.7%1.8%1.6%1.1%0.23%0.23%0.15%0.23%0.19%
Dec 202531.1%29.8%22.2%5.5%5.4%2.1%1.6%1.3%0.22%0.22%0.15%0.22%0.15%
Jan 202636%29%17.9%5.5%5.4%1.7%1.9%1.3%0.33%0.32%0.22%0.26%0.18%
Feb 202634.4%32.8%16.7%5.2%5%1.6%1.7%1.2%0.37%0.25%0.25%0.25%0.17%
Mar 202635.5%34.6%14%5.2%5.1%1.6%1.5%1.3%0.31%0.21%0.25%0.25%0.21%
Apr 202633.5%33.3%16.1%6%4.9%1.9%1.7%1.2%0.44%0.29%0.29%0.29%0.2%
May 202632%36.8%15.4%4.7%4.6%1.8%1.9%1.4%0.42%0.23%0.28%0.34%0.19%
Jun 202632.2%35.5%15.6%5.8%4.7%1.8%1.3%1.4%0.52%0.23%0.23%0.35%0.28%
Jul 202632.4%36.8%15.7%4.8%4.7%1.5%1.4%1.2%0.52%0.23%0.23%0.28%0.19%
Aug 202632.2%36.8%15.4%4.7%4.7%1.8%1.6%1.1%0.63%0.23%0.28%0.28%0.15%
Sep 202634.2%32.7%16.6%5.1%5%2%1.7%1.2%0.55%0.3%0.3%0.25%0.14%

How has the Nike and Under Armour comparison changed over the last 12 months?

3 findings
  • Nike was ahead of Under Armour in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Nike’s share of searches among activewear brands worldwide moved from 32.3% to 34.2%, and its estimated monthly branded searches moved from 23.1M to 22.8M.
  • Across the 12 months ending September 2026, Under Armour’s share of searches among activewear brands worldwide moved from 5.7% to 5%, and its estimated monthly branded searches moved from 4.1M to 3.4M.

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

2 changes

  1. In September 2026, Nike overtook Adidas to become the leader among activewear brands worldwide, with 34.2% of the searches.

  2. Estimated monthly branded searches for Under Armour worldwide fell 18.1% over 12 measured months, from 4.1M to 3.4M in September 2026.

How are branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using Nike’s and Under Armour’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Nike

3 branded search terms

  • nike
  • nike air max
  • nike shox

Under Armour

1 branded search term

  • under armour

How the Brand Demand Index is measured

Other head-to-heads among activewear brands

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