Rascasse Audience Intelligence

Under Armour Target Market in United States

Under Armour has an estimated audience of 13.7M people in United States.

#7among Sportswear in United States
#259among brands in United States#127in Fashion & Accessoires

The average Under Armour fan in United States is 36.7 years old, balanced, and lives primarily in California.

By number of fans, Under Armour ranks #7 among the 98 objects in Sportswear in United States — 386.8× the group median.

Its fans are 1.9 years older than the group average of 34.8.

Women make up 46.5% of the fan base, 3.8 percentage points fewer than the group average.

Compared with the other 97 objects in Sportswear, Under Armour fans stand out for their interest in Dick's Sporting Goods, Gridiron football and Turkey hunting.

Most fans live in California, Maryland, Texas.

Top affinities include Sportswear (fashion), Dick's Sporting Goods, New Balance, with strongest over-indexing on Sportswear (fashion) (4.04× the country average).

Demographically, the Under Armour audience skews balanced with an average age of 36.7, and over-indexes on personality traits such as Sports Activity, Luxury Orientation.

The typical Under Armour fan in United States is balanced, around 36.7 years old, with strong Sports Activity tendencies and a notable affinity for Sportswear (fashion).

Category: Fashion & Accessoires · Type: Brand · Subtype: Sportswear

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
13.7M
in United States
Gender
46.5%♀
53.5% male
Age
36.7
average years
Country rank
#2536
among all objects in United States
Fig. 01

Search interest · 12-month trend

-3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Under Armour

46.5% are female, 53.5% are male, average age 36.7.

Fig. 02

Gender split

46.5%
Female
53.5%
Male
Demographic split for Under Armour audience in United States
MetricValue
Female46.5%
Male53.5%
Average age36.7
Estimated audience size13.7M
Fig. 03

Age distribution

Ø 36.7
average years
Age distribution of the Under Armour audience in United States
Age bracketShare%
16-2426%
25-3423%
35-4421%
45-5417%
55+14%
Fig. 04

Worldwide distribution

26.0%

of the worldwide Under Armour audience comes from United States.

Worldwide audience distribution share by country for Under Armour
CountryShare
United States26.0%
United Kingdom5.5%
Germany4.8%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Fig. 05

Top regions by affinity

Under Armour customers by region in United States
#RegionReachAffinity×
01Maryland~800K3.35×
02Delaware~70K1.78×
03Washington, District of Columbia~50K1.67×
04Pennsylvania~800K1.45×
05Iowa~200K1.29×
06Nebraska~100K1.29×
07West Virginia~100K1.29×
08South Dakota~50K1.26×
09New Jersey~500K1.21×
10North Dakota~40K1.20×
11Virginia~400K1.14×
12Kansas~100K1.12×
13Wisconsin~300K1.06×
14Missouri~300K1.03×
15Kentucky~200K1.02×
16New Hampshire~60K1.02×
17Mississippi~100K1.00×
18Ohio~500K0.99×
19Indiana~300K0.99×
20Arkansas~100K0.98×
21Minnesota~200K0.97×
22Tennessee~300K0.96×
23Alabama~200K0.96×
24New York~800K0.95×
25South Carolina~200K0.93×
26Illinois~500K0.92×
27Michigan~400K0.91×
28Wyoming~20K0.91×
29Texas~800K0.90×
30Connecticut~100K0.90×
31Louisiana~200K0.89×
32Maine~50K0.89×
33Florida~800K0.87×
34North Carolina~400K0.86×
35Massachusetts~200K0.86×
36Georgia~400K0.83×
37Oklahoma~100K0.82×
38Montana~40K0.80×
39Utah~100K0.78×
40Arizona~200K0.77×
41Idaho~60K0.76×
42Colorado~200K0.74×
43New Mexico~60K0.73×
44Hawaii~40K0.68×
45Nevada~90K0.66×
46California~1M0.65×
47Alaska~20K0.65×
48Rhode Island~30K0.64×
49Washington~200K0.57×
50Oregon~100K0.55×
Fig. 06

Affinity by region

Affinity by region — Under Armour, United States
0.55×1.00×3.35×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the Under Armour audience vs. the country average
#·InterestCategoryAffinity×
01Sportswear (fashion)Fashion & Accessoires4.04×
02Dick's Sporting GoodsSports2.97×
03New BalanceFashion & Accessoires2.72×
04Gridiron footballSports2.63×
05Foot LockerShopping2.62×
06Sportswear (activewear)Fashion & Accessoires2.50×
07Turkey huntingSports2.46×
08PGA ChampionshipSports2.32×
09NFL NetworkSports2.22×
10Golf equipmentSports1.90×
11CBS SportsMovies & TV1.86×
12FootwearFashion & Accessoires1.83×
13Nordstrom RackFashion & Accessoires1.82×
14Sneakers (footwear)Fashion & Accessoires1.80×
15NBA FinalsSports1.68×
16NBA playoffsSports1.67×
17Sports equipmentSports1.62×
18NikeFashion & Accessoires1.58×
19Weight trainingSports1.57×
20Kohl'sShopping1.50×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Under Armour audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Under Armour audience vs. the country average · What stands out
TraitClusterDeviationScore
Sports ActivityPOWER1.31×
Luxury OrientationPREMIUM1.25×
Price SensitivityPREMIUM1.17×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Under Armour audience vs. the country average · Rather not
TraitClusterDeviationScore
MindfulnessBALANCE0.78×
TraditionCONSERVATISM0.81×
Design AffinityPREMIUM0.81×
0×1.00× baseline2×
Appendix

Explore more audiences

More Sportswear audiences in United States

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in Under Armour over the last 12 months. Modelled, not counted; people interested in several brands count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
07/2025 – 06/2026 · updated quarterly · data status Q2/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q2/2026, rascasse.com/explore/us/under-armour-2449” · Methodology