Rascasse Audience Intelligence

Under Armour Target Market in Germany

A data profile of the people who buy, follow and care about Under Armour in Germany — modelled from more than twelve digital signal sources. Under Armour has an estimated audience of 2,534,749 people in Germany.

#8among Sportswear in Germany#316among Brand in Germany#142in Fashion & Accessoires

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, FIFA World Cup, Sportswear (fashion), 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.

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.

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

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Under Armour profile in Germany.

Audience size
2.5M
in Germany
Gender
46.0%♀
54.0% male
Age
35.4
average years
Country rank
#2613
Brand in Germany
Fig. 01

Search interest · 12-month trend

+3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Under Armour

46.0% are female, 54.0% are male, average age 35.4.

Fig. 02

Gender split

46.0%
Female
54.0%
Male
Demographic split for Under Armour audience in Germany
MetricValue
Female46.0%
Male54.0%
Average age35.4
Estimated audience size2,534,749
Fig. 03

Age distribution

Ø 35.4
average years
Age distribution of the Under Armour audience in Germany
Age bracketShare%
16-1921%
20-2929%
30-3925%
40-4916%
50+9%
Fig. 04

Worldwide distribution

4.8%

of the worldwide Under Armour audience comes from Germany.

Worldwide audience distribution share by country for Under Armour
CountryShare
United States25.9%
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 Germany average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Under Armour audience in Germany is strongest.

Fig. 05

Top regions by affinity

Under Armour customers by region in Germany
#RegionReachAffinity×
01Hessen~300K1.64×
02Nordrhein-Westfalen~800K1.43×
03Berlin~100K1.28×
04Hamburg~70K1.16×
05Baden-Württemberg~400K1.14×
06Bremen~20K1.12×
07Rheinland-Pfalz~100K1.09×
08Niedersachsen~200K0.96×
09Bayern~400K0.93×
10Schleswig-Holstein~80K0.93×
11Saarland~30K0.93×
12Brandenburg~70K0.90×
13Sachsen~80K0.66×
14Sachsen-Anhalt~40K0.65×
15Mecklenburg-Vorpommern~30K0.65×
16Thüringen~40K0.61×
Fig. 06

Affinity by region

Affinity by region — Under Armour, Germany
0.61×1.00×1.64×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Under Armour audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Under Armour audience
#·InterestCategoryAffinity×
01Zumba DanceSports6.24×
02Fun runSports5.92×
03Sports braFashion & Accessoires5.27×
04PumaFashion & Accessoires4.91×
05Middle-distance runningSports4.75×
06Sportswear (fashion)Fashion & Accessoires4.39×
07Hiking bootFashion & Accessoires3.46×
08The North FaceFashion & Accessoires3.31×
09Female bodybuildingSports3.23×
10Road runningSports2.88×
11AerobicsSports2.68×
12DecathlonShopping2.60×
13Sportswear (activewear)Fashion & Accessoires2.44×
14Men's FitnessSports2.30×
15IHF World Men's Handball ChampionshipSports2.14×
16Drop shippingShopping2.00×
17NikeFashion & Accessoires1.90×
18More NutritionHealth1.62×
19SportsSports1.61×
20FIFA World CupSports1.54×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Under Armour audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Under Armour audience · What stands out
TraitClusterDeviationScore
Early Adopter MentalityPOWER1.35×
Sports ActivityPOWER1.34×
Luxury OrientationPREMIUM1.21×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Under Armour audience · Rather not
TraitClusterDeviationScore
TraditionCONSERVATISM0.79×
SpiritualityBALANCE0.80×
Pet OwnershipJOY0.82×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Under Armour's target market in Germany?

Under Armour's target market in Germany covers an estimated 2,534,749 people, concentrated in Nordrhein-Westfalen and Baden-Württemberg.

02

What is the gender split and age of Under Armour customers?

46.0% of the Under Armour audience are female, 54.0% are male, with an average age of 35.4 years.

03

Which brands do Under Armour fans like most?

Under Armour fans show strongest brand affinity for Sports (1.61×), FIFA World Cup (1.54×), and Sportswear (fashion) (4.39×) over the country average.

04

Where do Under Armour fans live in Germany?

Under Armour fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~800K), Baden-Württemberg (reach ~400K), and Bayern (reach ~400K). These three regions account for the largest share of the active audience.

05

What other brands do Under Armour fans also like?

Beyond Under Armour itself, the audience over-indexes on FIFA World Cup (1.54×), Sportswear (fashion) (4.39×), Puma (4.91×), and Sportswear (activewear) (2.44×) compared to the Germany average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Sportswear audiences in Germany

See Under Armour audiences in other countries

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.

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