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 3.9% of all New Zealand football cleats brand searches, placing Under Armour fourth out of four brands. When we asked both ChatGPT and Google AI Overviews about football cleats brands, Under Armour appeared in one of the five answers.

Search and AI answers in September 2026

Under Armour is the fourth most searched of 4 competitors and not listed in any AI answer.

  1. NikeShare of searches 34%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. AdidasShare of searches 31.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  3. New BalanceShare of searches 30.7%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  4. Under ArmourShare of searches 3.9%Mentioned in 1 of 5 AI answersPlace in AI recommendations –
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Top football cleats brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Under Armour was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews.

Most recommended by AI

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

  1. Nike1st
  2. Adidas2nd
  3. New Balance3rd
  4. Under Armour–

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
  • Adidas4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • New Balance2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Under Armour1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about football cleats brands

5 answers

  • Asked ChatGPT

    “Which football cleats brand should I buy in New Zealand?”

    1. 1Nike
    2. 2Adidas
    3. 3New Balance

  • Asked ChatGPT

    “What are the best football cleats brands in New Zealand?”

    1. 1Nike
    2. 2Adidas
    3. 3New Balance

  • Asked ChatGPT

    “What's the best football cleats brand in New Zealand for match play?”

    1. 1Nike
    2. 2Adidas

  • Searched Google, AI Overview

    “best football cleats”

    1. 1Nike
    2. 2Adidas
    3. 3Under Armour

  • Searched Google, AI Overview

    “kids football cleats”

    1. 1Nike

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

Which football cleats brands compete with Under Armour?

Under Armour against football cleats brands in New Zealand, by month

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

View monthly share of searches table
MonthNikeAdidasNew BalanceUnder Armour
Oct 202537.5%30.6%27.5%4.4%
Nov 202538.9%31.1%25.8%4.2%
Dec 202541.7%28.2%25.7%4.4%
Jan 202640.9%27%27.6%4.4%
Feb 202638.5%29.7%27.7%4.1%
Mar 202637.7%32.1%26.8%3.5%
Apr 202635.9%30.9%29.1%4.1%
May 202633.4%31.4%31.5%3.7%
Jun 202633.4%30.4%32.7%3.6%
Jul 202634.7%32.1%28.7%4.5%
Aug 202635.8%30.6%29.4%4.2%
Sep 202634%31.3%30.7%3.9%

  1. 1.Nike

    34%

    Held 1st. 72.7K estimated branded searches, -9.9% vs prior month. Share -1.8 points.

  2. 2.Adidas

    31.3%

    Held 2nd. 67K estimated branded searches, -2.8% vs prior month. Share +0.7 points.

  3. 3.New Balance

    30.7%

    Held 3rd. 65.7K estimated branded searches, -0.76% vs prior month. Share +1.3 points.

  4. 4.Under Armour

    3.9%

    Held 4th. 8.4K estimated branded searches, -10.8% vs prior month. Share -0.2 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?

3 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 football cleats brands in New Zealand decreased from 4.4% to 3.9%.
  • Across the 12 months ending September 2026, Under Armour’s share of searches among football cleats brands in New Zealand peaked at 4.5% in July 2026 and was lowest at 3.5% in March 2026.

How did search popularity change for New Zealand football cleats brands in September 2026?

3 changes

  1. In September 2026, New Balance gained share of searches among football cleats brands in New Zealand, from 29.4% to 30.7%.

  2. In September 2026, Adidas gained share of searches among football cleats brands in New Zealand, from 30.6% to 31.3%.

  3. In September 2026, Nike lost share of searches among football cleats brands in New Zealand, from 35.8% to 34%.

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%Show ranking
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%Shown above
Activewear brands6th of 85%Show ranking
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