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 3.7% of all New Zealand sports bra brand searches, placing Under Armour fourth out of seven brands. When we asked both ChatGPT and Google AI Overviews about sports bra brands, Under Armour appeared in two of the five answers and was the fourth most recommended of the seven.

Search and AI answers in September 2026

Under Armour is the fourth most searched of 7 competitors and the fourth most recommended in AI answers.

  1. LululemonShare of searches 34.7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  2. NikeShare of searches 31.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
  3. AdidasShare of searches 29.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  4. Under ArmourShare of searches 3.7%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  5. BerleiShare of searches 0.18%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st

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Top sports bra brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Under Armour was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Under Armour is the fourth most recommended of the seven.

Most recommended by AI

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

  1. Berlei1st
  2. Lululemon2nd
  3. Shock Absorber3rd
  4. Under Armour4th
  5. Adidas5th
  6. Nike6th
  7. Victoria's Secret–

Mentioned by AI

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

  • Lululemon4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Berlei4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Shock Absorber3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Nike2 of 5Named in 0 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
  • Under Armour2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Victoria's Secret0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about sports bra 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 sports bra brands compete with Under Armour?

Under Armour against sports bra brands in New Zealand, by month

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

View monthly share of searches table
MonthLululemonNikeAdidasUnder ArmourBerleiVictoria's SecretShock Absorber
Oct 202540%30.8%25.1%3.7%0.22%0.1%0.07%
Nov 202542.4%30%24%3.3%0.21%0.05%0.04%
Dec 202542.9%31.9%21.6%3.4%0.13%0.05%0.03%
Jan 202639.6%33.9%22.4%3.7%0.24%0.07%0.06%
Feb 202648.1%27.5%21.2%2.9%0.2%0.06%0.05%
Mar 202639%31.2%26.6%2.9%0.21%0.06%0.04%
Apr 202639.9%30.2%26.1%3.5%0.2%0.09%0.05%
May 202637.9%30.1%28.4%3.3%0.18%0.07%0.06%
Jun 202638.1%30.5%27.8%3.3%0.17%0.05%0.05%
Jul 202633.3%32.4%29.9%4.2%0.16%0.06%0.04%
Aug 202637.5%31.6%27%3.7%0.18%0.09%0.04%
Sep 202634.7%31.9%29.4%3.7%0.18%0.12%0.04%

  1. 1.Lululemon

    34.7%

    Held 1st. 79.2K estimated branded searches, -17.3% vs prior month. Share -2.7 points.

  2. 2.Nike

    31.9%

    Held 2nd. 72.7K estimated branded searches, -9.9% vs prior month. Share +0.3 points.

  3. 3.Adidas

    29.4%

    Held 3rd. 67K estimated branded searches, -2.8% vs prior month. Share +2.4 points.

  4. 4.Under Armour

    3.7%

    Held 4th. 8.4K estimated branded searches, -10.8% vs prior month. Share 0 points.

  5. 5.Berlei

    0.18%

    Held 5th. 420 estimated branded searches, -10.6% vs prior month. Share 0 points.

  6. 6.Victoria's Secret

    0.12%

    Held 6th. 280 estimated branded searches, +27.3% vs prior month. Share 0 points.

  7. 7.Shock Absorber

    0.04%

    Held 7th. 90 estimated branded searches, -10% 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 sports bra brands in New Zealand peaked at 4.2% in July 2026 and was lowest at 2.9% in March 2026.

How did search popularity change for New Zealand sports bra brands in September 2026?

5 changes

  1. In September 2026, Adidas gained share of searches among sports bra brands in New Zealand, from 27% to 29.4%.

  2. In September 2026, Lululemon lost share of searches among sports bra brands in New Zealand, from 37.5% to 34.7%.

  3. Estimated monthly branded searches for Victoria's Secret in New Zealand rose 21.7% over 12 measured months, from 230 to 280 in September 2026.

  4. Estimated monthly branded searches for Shock Absorber in New Zealand fell 50% over 12 measured months, from 180 to 90 in September 2026.

  5. Estimated monthly branded searches for Berlei in New Zealand fell 19.2% over 12 measured months, from 520 to 420 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 six 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%Shown above
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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