Under Armour Brand Score: 84/100 — Strong Brand tier

Game-changing sportswear and athletic gear

Under Armour (underarmour.co.uk) earns a Brand Analyzer score of 84 out of 100, placing it in the Strong Brand tier among Fashion & Apparel brands, Sports & Fitness brands. Among 698 Fashion & Apparel brands analyzed, Under Armour ranks in the 97th percentile (category average 68, leader 96). The score combines seven dimensions — name quality, digital presence, visual identity, messaging clarity, trust foundation, AI discoverability, and brand authority — into a single objective benchmark. Dimension scores: Name Quality 90/100, Digital Presence 82/100, Visual Identity 95/100, Messaging Clarity 100/100, Trust Foundation 70/100, AI Discoverability 94/100, Brand Authority 74/100.

Score breakdown — 7 dimensions

AI visibility

Under Armour scores 69/100 for AI visibility — how well ChatGPT, Claude, Perplexity and Google AI Overviews can discover, identify and cite the brand.

Visibility — 75/100

Trust — 48/100

Recommendation likelihood — 83/100

Recommendations

Peer brands: Target (96/100), DHgate (95/100), Macy's (95/100), Nike (95/100), Temu (94/100).