Rascasse Audience Intelligence

Under Armour Target Market in United States

A data profile of the people who buy, follow and care about Under Armour in United States — modelled from more than twelve digital signal sources. Under Armour has an estimated audience of 13,726,199 people in United States.

#7among Sportswear in United States#248among Brand in United States#127in Fashion & Accessoires

The average Under Armour fan in United States is 36.0 years old, balanced, and lives primarily in Texas.

The audience is concentrated in Texas, California, Florida.

Top brand affinities include Sportswear (activewear), Footwear, Sportswear (fashion), with strongest over-indexing on Sportswear (activewear) (2.5× the country average).

Demographically, the Under Armour audience skews balanced with an average age of 36.0, and over-indexes on personality traits such as Sports Activity, Luxury Orientation.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical Under Armour fan in United States is balanced, around 36.0 years old, with strong Sports Activity tendencies and a notable affinity for Sportswear (activewear).

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 United States.

Audience size
13.7M
in United States
Gender
46.5%♀
53.5% male
Age
36.0
average years
Country rank
#2580
Brand in United States
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

46.5% are female, 53.5% are male, average age 36.0.

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 age36.0
Estimated audience size13,726,199
Fig. 03

Age distribution

Ø 36.0
average years
Age distribution of the Under Armour audience in United States
Age bracketShare%
16-1926%
20-2923%
30-3921%
40-4917%
50+14%
Fig. 04

Worldwide distribution

25.9%

of the worldwide Under Armour audience comes from United States.

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 United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Under Armour audience in United States is strongest.

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~70K1.67×
04Pennsylvania~700K1.45×
05Iowa~100K1.29×
06Nebraska~90K1.29×
07West Virginia~80K1.29×
08South Dakota~40K1.26×
09New Jersey~400K1.21×
10North Dakota~30K1.20×
11Virginia~400K1.14×
12Kansas~100K1.12×
13Wisconsin~200K1.06×
14Missouri~200K1.03×
15Kentucky~200K1.02×
16New Hampshire~60K1.02×
17Mississippi~100K1.00×
18Ohio~400K0.99×
19Indiana~200K0.99×
20Arkansas~100K0.98×
21Minnesota~200K0.97×
22Tennessee~300K0.96×
23Alabama~200K0.96×
24New York~700K0.95×
25South Carolina~200K0.93×
26Illinois~400K0.92×
27Michigan~300K0.91×
28Wyoming~20K0.91×
29Texas~1M0.90×
30Connecticut~100K0.90×
31Louisiana~200K0.89×
32Maine~40K0.89×
33Florida~800K0.87×
34North Carolina~400K0.86×
35Massachusetts~200K0.86×
36Georgia~400K0.83×
37Oklahoma~100K0.82×
38Montana~30K0.80×
39Utah~100K0.78×
40Arizona~200K0.77×
41Idaho~50K0.76×
42Colorado~200K0.74×
43New Mexico~50K0.73×
44Hawaii~40K0.68×
45Nevada~90K0.66×
46California~1M0.65×
47Alaska~20K0.65×
48Rhode Island~30K0.64×
49Washington~200K0.57×
50Oregon~90K0.55×
Fig. 06

Affinity by region

Affinity by region — Under Armour, United States
0.55×1.00×3.35×
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×
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
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
Sports ActivityPOWER1.31×
Luxury OrientationPREMIUM1.25×
Price SensitivityPREMIUM1.17×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Under Armour audience · Rather not
TraitClusterDeviationScore
MindfulnessBALANCE0.78×
TraditionCONSERVATISM0.81×
Design AffinityPREMIUM0.81×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Under Armour's target market in United States?

Under Armour's target market in United States covers an estimated 13,726,199 people, concentrated in Texas and California.

02

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

46.5% of the Under Armour audience are female, 53.5% are male, with an average age of 36.0 years.

03

Which brands do Under Armour fans like most?

Under Armour fans show strongest brand affinity for Sportswear (activewear) (2.5×), Footwear (1.83×), and Sportswear (fashion) (4.04×) over the country average.

04

Where do Under Armour fans live in United States?

Under Armour fans in United States are most concentrated in Texas (reach ~1M), California (reach ~1M), and Florida (reach ~800K). 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 Footwear (1.83×), Sportswear (fashion) (4.04×), New Balance (2.72×), and NFL Network (2.22×) compared to the United States average.

Appendix

Explore more audiences

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

More Sportswear audiences in United States

See Under Armour audiences in other countries

How to read this data

Audience size is the estimated number of people in United States 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 United States. 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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