After a late start, Under Armour has passed the other longstanding brands in the eyes of consumers.
Under Armour leads the pack as the favorite brand of sports apparel for U.S. consumers. In a recent survey among 593 sports apparel wearers by Mobile Digital Insights, Under Armour (established in 1996) was chosen as the favorite brand to wear, followed by the long-established Adidas (1949), New Balance (1906), Asics (1949), and Nike (1964).
However, while talk of “favorites” is a small part of the overall learnings, each sports apparel brand queried in this study came away with something to be learned.
While Nike has garnered the most wearers over the years, the sports apparel industry has spawned dozens of brands, each fighting for some share of the $181 billion market.
“Although Nike has unparalleled brand awareness and appeal from years of winning campaigns and wooing top athletes,” says Bruce Crandall, Senior Research Director at MDI Americas, “Under Armour, Adidas, New Balance, and Asics have passed them by offering more durable and attractive designs, with lots of variety, to satisfy these physically-active consumers.”
These findings come from MDI’s BrandCategorySurvey™ conducted in October 2019 among the general U.S. population. Sixteen hundred (n=1,600) adults (+/- 2%), ages 18 and older, participated in the online survey. Please let us know if you’d like to learn more!
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