Nike vs Under Armour:Which is searched more?
In September 2026, Nike had more branded searches than Under Armour among football cleats brands worldwide. Nike was estimated to have 24.3M branded searches compared to Under Armour’s 3.4M, and held a 40.1% Share of Search versus Under Armour’s 5.5%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Nike or Under Armour?
Compare the football cleats brands people buy. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.
Share of Search by month for Nike, 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% |
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 estimated Share of Search among football cleats brands worldwide moved from 37.8% to 40.1%, and its estimated monthly branded searches moved from 24.9M to 24.3M.
- Across the 12 months ending September 2026, Under Armour’s estimated Share of Search among football cleats brands worldwide moved from 6.2% to 5.5%, and its estimated monthly branded searches moved from 4.1M to 3.4M.
How did search popularity change for football cleats brands worldwide in September 2026?
2 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%.
Other head-to-heads among football cleats brands
How each brand is measured
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
4 branded search terms
- nike
- nike air max
- nike shoes
- nike shox
Under Armour
1 branded search term
- under armour
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