A data profile of the people who buy, follow and care about Under Armour in United Kingdom — modelled from more than twelve digital signal sources. Under Armour has an estimated audience of 2,931,679 people in United Kingdom.
The average Under Armour fan in United Kingdom is 38.6 years old, balanced, and lives primarily in England.
The audience is concentrated in England, North West, South East.
Top brand affinities include Sports Direct, FIFA World Cup, Manchester United F.C., with strongest over-indexing on Sports Direct (3.19× the country average).
Demographically, the Under Armour audience skews balanced with an average age of 38.6, and over-indexes on personality traits such as Sports Activity, Patriotism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
The typical Under Armour fan in United Kingdom is balanced, around 38.6 years old, with strong Sports Activity tendencies and a notable affinity for Sports Direct.
The key figures that characterise the Under Armour profile in United Kingdom.
47.5% are female, 52.5% are male, average age 38.6.
| Metric | Value |
|---|---|
| Female | 47.5% |
| Male | 52.5% |
| Average age | 38.6 |
| Estimated audience size | 2,931,679 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 15% | |
| 20-29 | 26% | |
| 30-39 | 23% | |
| 40-49 | 19% | |
| 50+ | 17% |
of the worldwide Under Armour audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 26.0% |
| United Kingdom | 5.5% |
| Germany | 4.8% |
Where the Under Armour audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | North West | ~500K | 1.44× | |
| 02 | Northern Ireland | ~100K | 1.17× | |
| 03 | East Midlands | ~200K | 1.05× | |
| 04 | North East | ~100K | 1.05× | |
| 05 | South East | ~400K | 1.02× | |
| 06 | Wales | ~200K | 1.02× | |
| 07 | East of England | ~300K | 1.00× | |
| 08 | Greater London | ~400K | 0.95× | |
| 09 | Scotland | ~200K | 0.92× | |
| 10 | South West | ~200K | 0.90× | |
| 11 | England | ~2M | 0.89× | |
| 12 | Yorkshire and the Humber | ~200K | 0.85× | |
| 13 | West Midlands | ~90K | 0.73× |
The strongest cross-interests of the Under Armour audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Sports Direct | Fashion & Accessoires | 3.19× | ||
| 02 | Rory McIlroy | Sports | 3.10× | ||
| 03 | Physical strength | Sports | 2.98× | ||
| 04 | New Balance | Fashion & Accessoires | 2.27× | ||
| 05 | Sportswear (activewear) | Fashion & Accessoires | 2.22× | ||
| 06 | Betfred | Games | 2.11× | ||
| 07 | Betfair | Games | 2.11× | ||
| 08 | JD Sports | Shopping | 2.09× | ||
| 09 | Paddy Power | Games | 2.00× | ||
| 10 | Racing Post | Sports | 1.97× | ||
| 11 | Sky Bet | Games | 1.92× | ||
| 12 | Weight training | Sports | 1.83× | ||
| 13 | William Hill (bookmaker) | Games | 1.81× | ||
| 14 | Sneakers (footwear) | Fashion & Accessoires | 1.77× | ||
| 15 | FIFA World Cup | Sports | 1.73× | ||
| 16 | Competition | Business & Career | 1.62× | ||
| 17 | UEFA Champions League | Sports | 1.58× | ||
| 18 | Screwfix | Home & Garden | 1.54× | ||
| 19 | Manchester United F.C. | Sports | 1.52× | ||
| 20 | Wembley Stadium | Sports | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sports Activity | POWER | 1.44× | |
| Patriotism | CONSERVATISM | 1.23× | |
| Luxury Orientation | PREMIUM | 1.10× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 0.83× | |
| Design Affinity | PREMIUM | 0.83× | |
| Community Orientation | OPEN | 0.85× |
Under Armour's target market in United Kingdom covers an estimated 2,931,679 people, concentrated in England and North West.
47.5% of the Under Armour audience are female, 52.5% are male, with an average age of 38.6 years.
Under Armour fans show strongest brand affinity for Sports Direct (3.19×), FIFA World Cup (1.73×), and Manchester United F.C. (1.52×) over the country average.
Under Armour fans in United Kingdom are most concentrated in England (reach ~2M), North West (reach ~500K), and South East (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Under Armour itself, the audience over-indexes on FIFA World Cup (1.73×), Manchester United F.C. (1.52×), Sportswear (activewear) (2.22×), and Betfred (2.11×) compared to the United Kingdom average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in United Kingdom 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.
This audience profile is generated by Rascasse from anonymized search-behavior signals across United Kingdom. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
Source: Rascasse Audience Intelligence — modeled from anonymized, multi-source behavioral signals (search, social, events), updated monthly. Data status: 09/2026.
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