Under Armour Audience in Germany
Under Armour has an estimated audience of 2,502,944 people in Germany. 46.0% are female, 54.0% are male, average age 35.4. Top regions: Nordrhein-Westfalen, Baden-Württemberg, Bayern. Top brand affinities: Sports, Sportswear (fashion), Puma, Sportswear (activewear), FIFA World Cup.
The average Under Armour fan in Germany is 35.4 years old, balanced, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Baden-Württemberg, Bayern. Top brand affinities include Sports, Sportswear (fashion), Puma, with strongest over-indexing on Sports (1.61× the country average). Demographically, the Under Armour audience skews balanced with an average age of 35.4, and over-indexes on personality traits such as Early Adopter Mentality, Sports Activity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Fashion & Accessoires · Type: Brand · Subtype: Sportswear
Demographics of Under Armour fans
| Metric | Value |
|---|---|
| Female | 46.0% |
| Male | 54.0% |
| Average age | 35.4 |
| Estimated audience size | 2,502,944 |
Audience persona
The typical Under Armour fan in Germany is balanced, around 35.4 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Sports.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 812,518 | 1.48× |
| Baden-Württemberg | 401,587 | 1.18× |
| Bayern | 383,363 | 0.95× |
| Hessen | 344,067 | 1.8× |
| Niedersachsen | 230,966 | 0.95× |
| Berlin | 149,907 | 1.34× |
| Rheinland-Pfalz | 134,929 | 1.08× |
| Schleswig-Holstein | 79,961 | 0.89× |
| Sachsen | 75,870 | 0.62× |
| Brandenburg | 65,751 | 0.85× |
| Hamburg | 63,690 | 1.13× |
| Sachsen-Anhalt | 37,677 | 0.58× |
| Thüringen | 35,649 | 0.56× |
| Mecklenburg-Vorpommern | 28,435 | 0.6× |
| Saarland | 27,674 | 0.9× |
| Bremen | 23,590 | 1.1× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Sports | 1.61× | Sports |
| Sportswear (fashion) | 4.39× | Fashion & Accessoires |
| Puma | 4.91× | Fashion & Accessoires |
| Sportswear (activewear) | 2.44× | Fashion & Accessoires |
| FIFA World Cup | 1.54× | Sports |
| Middle-distance running | 4.75× | Sports |
| Men's Fitness | 2.3× | Sports |
| Fun run | 5.92× | Sports |
| Hiking boot | 3.46× | Fashion & Accessoires |
| Sports bra | 5.27× | Fashion & Accessoires |
| Zumba Dance | 6.24× | Sports |
| Drop shipping | 2× | Shopping |
| Female bodybuilding | 3.23× | Sports |
| Nike | 1.9× | Fashion & Accessoires |
| Road running | 2.88× | Sports |
| The North Face | 3.31× | Fashion & Accessoires |
| IHF World Men's Handball Championship | 2.14× | Sports |
| Decathlon | 2.6× | Shopping |
| Aerobics | 2.68× | Sports |
| Sports equipment | 2.31× | Sports |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Early Adopter Mentality | POWER | 1.52 |
| Sports Activity | POWER | 1.3 |
| Luxury Orientation | PREMIUM | 1.21 |
| Sustainability | BALANCE | 1.2 |
| Indulgence | JOY | 1.1 |
| Patriotism | CONSERVATISM | 1.09 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 26.1% |
| United Kingdom | 5.6% |
| Germany | 4.8% |
See Under Armour audiences in other countries
More Sportswear audiences in Germany
- Adidas (11,470,029)
- Nike (9,713,170)
- New Balance (5,378,800)
- Converse (3,625,996)
- ASICS (3,124,805)
Frequently asked questions
How many fans does Under Armour have in Germany?
Under Armour has an estimated audience of 2,502,944 people in Germany, concentrated in Nordrhein-Westfalen and Baden-Württemberg.
What is the gender split and age of Under Armour fans?
46.0% of Under Armour fans are female, 54.0% are male, with an average age of 35.4 years.
Which brands do Under Armour fans like most?
Under Armour fans show strongest brand affinity for Sports (1.61×), Sportswear (fashion) (4.39×), and Puma (4.91×) over the country average.
Where do Under Armour fans live in Germany?
Under Armour fans in Germany are most concentrated in Nordrhein-Westfalen (reach 812,518), Baden-Württemberg (reach 401,587), and Bayern (reach 383,363). These three regions account for the largest share of the active audience.
What other brands do Under Armour fans also like?
Beyond Under Armour itself, the audience over-indexes on Sportswear (fashion) (4.39×), Puma (4.91×), Sportswear (activewear) (2.44×), and FIFA World Cup (1.54×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Under Armour. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
About this audience profile
This audience profile is generated by Rascasse from anonymized search-behavior signals across Germany. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.