Under Armour is betting that consumers will be willing to pay more for its products.
As part of its strategy, the sportswear company is reducing its assortment and pulling back on promotions in its direct-to-consumer business. CEO Kevin Plank said the aim is for consumers to “choose Under Armour at a premium,” even as the company contends with softer demand and falling sales in North America.
YouGov BrandIndex data suggests there may be one encouraging sign for that strategy – Under Armour performs particularly well with higher-income consumers.
Under Armour stands out among higher-income consumers
A quarter (25.1%) of the general population would consider purchasing Under Armour, rising to 32.0% among higher-income consumers. That represents a 27.6% relative increase – the second-largest uplift among the 10 most considered apparel brands overall.
Of these brands, only The North Face posts a larger over-indexing, with Consideration rising by 43.1% among higher-income consumers. Under Armour’s uplift among this group is ahead of adidas (+20.2%), New Balance (+16.1%) and Nike (+15.1%).
The trend of over-indexing among higher-income consumers isn’t universal. Skechers (-18.2%), Wrangler (-19.0%), Fruit of the Loom (-20.5%) and Hanes (-14.2%) all record lower Consideration among higher-income consumers.
Higher Consideration among wealthier consumers does not necessarily mean they are willing to pay more. But it does suggest Under Armour’s audience could be less sensitive to a price increase.
Under Armour customers rate its Quality highly
There are also positive signals among people who already buy the brand.
Under Armour customers give it a Quality score of 67.2, compared with 61.8 for the sports apparel category overall average. The brand also outperforms the category on Impression (67.3 vs. 63.9) and Satisfaction (65.1 vs. 60.6).
Customers here are defined as those who have ever purchased from a brand.
Value is the exception. Under Armour scores 42.9 on the metric, slightly below the category benchmark of 43.6.
For a brand looking to command higher prices, strong perceptions of Quality and Satisfaction provide a useful foundation. But maintaining perceptions of Value as discounting is reduced could be an important part of making the strategy work.
Methodology: YouGov BrandIndex collects data on thousands of brands every day. A brand’s Consideration score is based on the following question: When you are next in the market to make a purchase, from which of the following brands would you consider buying? Scores are reported as a percentage. Overall data is weighted using a propensity scoring methodology with targets from the American Community Survey (ACS) to ensure representation by age, gender, race, education, and region. Figures are shown as a 52-week average with a sample size of over 3000 U.S. high-income consumers and over 30,000 of the general population between Aug 20, 2026 to Aug 19, 2026.