Under Armour Audience in United States

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Under Armour has an estimated audience of 13,761,098 people in United States. 46.5% are female, 53.5% are male, average age 36.0. Top regions: Texas, California, Florida. Top brand affinities: Sportswear (activewear), Footwear, New Balance, Sportswear (fashion), NFL Network.

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

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

Demographics of Under Armour fans

Demographic split for Under Armour audience in United States
MetricValue
Female46.5%
Male53.5%
Average age36.0
Estimated audience size13,761,098

Audience persona

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

Top regions in United States

Top regions ranked by reach for Under Armour in United States
RegionReachAffinity
Texas1,108,7270.94×
California1,033,2920.68×
Florida823,6130.88×
Maryland804,3343.4×
New York756,9430.98×
Pennsylvania698,8701.51×
Illinois462,9171.01×
New Jersey434,3731.24×
Ohio426,6671.01×
Virginia381,6731.14×
North Carolina355,2300.86×
Georgia351,4510.83×
Michigan332,8770.93×
Tennessee260,5530.94×
Indiana251,0731×
Massachusetts244,9820.9×
Wisconsin224,7581.09×
Arizona224,4090.8×
Missouri218,1450.98×
Minnesota200,8121.02×
South Carolina191,6720.93×
Alabama180,4360.94×
Kentucky175,7571.02×
Colorado168,0880.77×
Washington164,6050.6×
Iowa151,6921.34×
Louisiana149,1090.84×
Oklahoma124,3310.81×
Connecticut119,7130.87×
Kansas117,1601.08×
Arkansas107,4110.95×
Mississippi104,7740.92×
Utah102,6900.83×
Nevada89,5580.67×
Oregon87,7900.56×
Nebraska85,1081.23×
West Virginia79,9031.25×
Washington, District of Columbia69,5291.68×
Delaware63,7901.68×
New Hampshire55,5161.02×
Idaho51,5040.75×
New Mexico50,4800.73×
Maine43,3000.88×
Hawaii39,7790.67×
South Dakota39,0601.23×
North Dakota33,2911.18×
Montana29,8230.78×
Rhode Island26,4370.6×
Alaska18,1580.62×
Wyoming17,5990.86×

Top brand affinities

Brands and entities this audience over-indexes on, vs. the country average.

Top brand affinities (over-index vs. country average) for Under Armour audience
BrandAffinityCategory
Sportswear (activewear)2.5×Fashion & Accessoires
Footwear1.83×Fashion & Accessoires
New Balance2.72×Fashion & Accessoires
Sportswear (fashion)4.04×Fashion & Accessoires
NFL Network2.22×Sports
Kohl's1.5×Shopping
Turkey hunting2.46×Sports
Sneakers (footwear)1.8×Fashion & Accessoires
Dick's Sporting Goods2.97×Sports
Nordstrom rack1.82×Fashion & Accessoires
Foot Locker2.62×Shopping
CBS Sports1.86×Movies & TV
NBA Finals1.68×Sports
PGA Championship2.32×Sports
Weight training1.57×Sports
Deion Sanders3.24×Sports
Gridiron football2.63×Sports
Golf equipment1.9×Sports
NBA playoffs1.67×Sports
Nike1.58×Fashion & Accessoires

Psychographic profile

Top six personality traits over-indexed by this audience (1.0 = country average).

Top personality traits over-indexed by Under Armour audience
TraitClusterScore
SustainabilityBALANCE1.68
Luxury OrientationPREMIUM1.36
Early Adopter MentalityPOWER1.33
ExtroversionTHRILL1.32
LGBTQ+ IdentityOPEN1.28
Sports ActivityPOWER1.28

Worldwide distribution

Worldwide audience distribution share by country for Under Armour
CountryShare
United States26.1%
United Kingdom5.6%
Germany4.8%

See Under Armour audiences in other countries

More Sportswear audiences in United States

Frequently asked questions

How many fans does Under Armour have in United States?

Under Armour has an estimated audience of 13,761,098 people in United States, concentrated in Texas and California.

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

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

Which brands do Under Armour fans like most?

Under Armour fans show strongest brand affinity for Sportswear (activewear) (2.5×), Footwear (1.83×), and New Balance (2.72×) over the country average.

Where do Under Armour fans live in United States?

Under Armour fans in United States are most concentrated in Texas (reach 1,108,727), California (reach 1,033,292), and Florida (reach 823,613). 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 Footwear (1.83×), New Balance (2.72×), Sportswear (fashion) (4.04×), and NFL Network (2.22×) compared to the United States average.

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.