Brandwave

Nike vs Under Armour:Which is more popular?

In September 2026, Nike had more branded searches than Under Armour among sports bra brands in New Zealand. Nike had about 72,700 branded searches, while Under Armour had 8,370. Nike made up 31.9% of all sports bra brand searches we track, and Under Armour accounted for 3.7%. When we asked ChatGPT and Google AI Overviews about sports bra brands, Nike and Under Armour each appeared in two of the five answers. Under Armour was mentioned before Nike in two out of three answers that named either.

Among sports bra brands in New Zealand in September 2026

Who do people search for more?

Nike, about 9 searches for every 1 for Under Armour

Nike 72.7K searchesUnder Armour 8.4K searches

Who does AI mention more?

Both were mentioned in 2 of 5 answers.

Nike in 2 of 5Under Armour in 2 of 5

Who does AI recommend more?

Under Armour, named ahead of Nike in 2 of 3 answers

Under Armour first in 2Nike first in 1

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Top sports bra brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Nike was mentioned in two out of five: not in any of the three ChatGPT answers, but in both 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 was listed before Nike in two out of three answers that named either.

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.

Is Nike or Under Armour more popular in search?

This chart shows how often people search Google for Nike and Under Armour by name. Each line represents a brand's share of searches for all seven sports bra brands we track, month by month, from searches in New Zealand.

Nike and Under Armour among sports bra brands in New Zealand, by month

Share of searches by month for Nike, 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%

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 share of searches among sports bra brands in New Zealand moved from 30.8% to 31.9%, and its estimated monthly branded searches moved from 74.1K to 72.7K.
  • Across the 12 months ending September 2026, Under Armour’s share of searches among sports bra brands in New Zealand held steady at 3.7%, and its estimated monthly branded searches moved from 8.8K to 8.4K.

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

0 changes

Neither Nike nor Under Armour moved beyond provider rounding among sports bra brands in September 2026.

How are branded searches counted?

27 search terms

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

13 branded search terms

  • nike
  • nike air max
  • nike airforce
  • nike backpacks
  • nike dunks
  • nike hoodie
  • nike metcons
  • nike pegasus
  • nike pro
  • nike shorts
  • nike shox
  • nike socks
  • nike tn

Under Armour

14 branded search terms

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

How the Brand Demand Index is measured

Other head-to-heads among sports bra brands

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