Brandwave

How popular isUnder Armour?

In September 2026, people searched for Under Armour by name about 8,430 times in New Zealand, about the same as the previous year. These searches made up 3.4% of all New Zealand basketball shoe brand searches, placing Under Armour fifth out of six brands. When we asked both ChatGPT and Google AI Overviews about basketball shoe brands, Under Armour appeared in three of the five answers and was the third most recommended of the six.

Search and AI answers in September 2026

Under Armour is the fifth most searched of 6 competitors and the third most recommended in AI answers.

  1. NikeShare of searches 30%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  2. AdidasShare of searches 27.6%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. New BalanceShare of searches 27.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  4. PumaShare of searches 11.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  5. Under ArmourShare of searches 3.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd

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Top basketball shoe 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 two of the three ChatGPT answers and in one of the two Google AI Overviews. Under Armour is the third most recommended of the six.

Most recommended by AI

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

  1. Adidas1st
  2. Nike2nd
  3. Under Armour3rd
  4. Puma4th
  5. New Balance5th
  6. Anta–

Mentioned by AI

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

  • Nike5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Adidas5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • New Balance3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Puma3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Under Armour3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Anta0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about basketball shoe brands

5 answers

Not named in any answer:

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

Which basketball shoe brands compete with Under Armour?

Under Armour against basketball shoe brands in New Zealand, by month

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

View monthly share of searches table
MonthNikeAdidasNew BalancePumaUnder ArmourAnta
Oct 202533.6%27.4%24.7%10.2%4%0.2%
Nov 202535.2%28.3%23.4%9.2%3.8%0.12%
Dec 202537%25%22.7%11.3%3.9%0.12%
Jan 202636.8%24.3%24.8%10%4%0.19%
Feb 202634.7%26.7%25%9.6%3.7%0.34%
Mar 202633.7%28.7%23.9%10.3%3.1%0.29%
Apr 202632%27.6%25.9%10.4%3.7%0.46%
May 202630.2%28.4%28.5%9.4%3.3%0.21%
Jun 202628.7%26.1%28.1%13.7%3.1%0.24%
Jul 202630.2%27.9%24.9%13%3.9%0.17%
Aug 202631.7%27%26%11.5%3.7%0.21%
Sep 202630%27.6%27.1%11.8%3.4%0.17%

  1. 1.Nike

    30%

    Held 1st. 72.7K estimated branded searches, -9.9% vs prior month. Share -1.7 points.

  2. 2.Adidas

    27.6%

    Held 2nd. 67K estimated branded searches, -2.8% vs prior month. Share +0.6 points.

  3. 3.New Balance

    27.1%

    Held 3rd. 65.7K estimated branded searches, -0.76% vs prior month. Share +1.1 points.

  4. 4.Puma

    11.8%

    Held 4th. 28.6K estimated branded searches, -2.2% vs prior month. Share +0.3 points.

  5. 5.Under Armour

    3.4%

    Held 5th. 8.4K estimated branded searches, -10.8% vs prior month. Share -0.2 points.

  6. 6.Anta

    0.17%

    Held 6th. 420 estimated branded searches, -20.8% vs prior month. Share 0 points.

Compare popularity between Under Armour and its closest rivals

Every comparison with Under Armour

16 comparisons

How has branded search demand for Under Armour changed in New Zealand over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Under Armour in New Zealand held steady, from 8.9K to 8.4K.
  • Across the 12 months ending September 2026, Under Armour’s share of searches among basketball shoe brands in New Zealand decreased from 4% to 3.4%.

How did search popularity change for New Zealand basketball shoe brands in September 2026?

4 changes

  1. In September 2026, New Balance gained share of searches among basketball shoe brands in New Zealand, from 26% to 27.1%.

  2. In September 2026, Adidas gained share of searches among basketball shoe brands in New Zealand, from 27% to 27.6%.

  3. In September 2026, Nike lost share of searches among basketball shoe brands in New Zealand, from 31.7% to 30%.

  4. Estimated monthly branded searches for Puma in New Zealand rose 26.6% over 12 measured months, from 22.6K to 28.6K in September 2026.

How are Under Armour’s branded searches counted?

20 search terms

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

  • pants under armour
  • under armour
  • under armour apparel
  • under armour caps
  • under armour gym
  • under armour heatgear
  • under armour leggings
  • under armour outlet
  • under armour sale
  • under armour shorts
  • under armour slides
  • under armour tights
  • under armour underwear
  • under armour westgate
  • underarmour
  • underarmour compression
  • underarmour gym
  • underarmour hovr
  • underarmour leggings
  • underarmour tights

Do you work for Under Armour? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Under Armour compete?

Under Armour is ranked in seven competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Football boot brands5th of 63.4%Show ranking
Basketball shoe brands5th of 63.4%Shown above
Sports bra brands4th of 73.7%Show ranking
Baseball cleats brands4th of 53.8%Show ranking
Turf shoes brands4th of 53.8%Show ranking
Football cleats brands4th of 43.9%Show ranking
Activewear brands6th of 85%Show ranking
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