Brandwave

Under Armour vs Vuori:Which is more popular?

In September 2026, Under Armour had more branded searches than Vuori among activewear brands worldwide. Under Armour had about 3.4 million branded searches, while Vuori had 1.3 million. Under Armour made up 5% of all activewear brand searches we track, and Vuori accounted for 2%. When we asked ChatGPT and Google AI Overviews about activewear brands, Under Armour and Vuori each appeared in three of the five answers. Under Armour and Vuori were each mentioned first in two of the four answers that named either.

Among activewear brands worldwide in September 2026

Who do people search for more?

Under Armour, about 3 searches for every 1 for Vuori

Under Armour 3.4M searchesVuori 1.3M searches

Who does AI mention more?

Both were mentioned in 3 of 5 answers.

Under Armour in 3 of 5Vuori in 3 of 5

Who does AI recommend more?

Each is named first in 2 of 4 answers.

Under Armour first in 2Vuori first in 2

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Top activewear brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Under Armour was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Vuori was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Under Armour and Vuori were each listed first in two of the four answers 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 Under Armour or Vuori more popular in search?

This chart shows how often people search Google for Under Armour and Vuori 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.

Under Armour and Vuori among activewear brands worldwide, by month

Share of searches by month for Under Armour, Vuori. 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 Under Armour and Vuori comparison changed over the last 12 months?

3 findings
  • Under Armour was ahead of Vuori in every measured month of the 12 months ending September 2026.
  • 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.
  • Across the 12 months ending September 2026, Vuori’s share of searches among activewear brands worldwide moved from 1.5% to 2%, and its estimated monthly branded searches moved from 1.1M to 1.3M.

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

2 changes

  1. Estimated monthly branded searches for Vuori worldwide rose 21.6% over 12 measured months, from 1.1M to 1.3M in September 2026.

  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?

6 search terms

Brandwave collects information about searches that people make online using Under Armour’s and Vuori’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.

Under Armour

1 branded search term

  • under armour

Vuori

5 branded search terms

  • vuori
  • vuori activewear
  • vuori apparel
  • vuori clothing
  • vuori leggings

How the Brand Demand Index is measured

Other head-to-heads among activewear brands

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