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

• 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

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

• Wikipedia presence — 40/40
• Wikidata entity — 25/25
• Web popularity (Tranco) — 10/20
• Reddit visibility — 0/15

Trust — 48/100

• Domain Authority — 15/30
• Backlink trust (spam score) — 0/10
• Schema.org structured data — 17/25
• Knowledge graph anchors (sameAs) — 12/15
• llms.txt convention — 0/10
• Reddit sentiment (heuristic) — 4/10

Recommendation likelihood — 83/100

• robots.txt AI bot permissions — 30/30
• Sitemap.xml presence — 10/10
• Help center / Docs hub — 15/15
• FAQ presence — 6/15
• Category-relative authority — 15/20
• Category leader signals — 7/10

Recommendations

• Build a content ecosystem — Add a blog, documentation, or help center to your website. A rich content ecosystem signals brand maturity and authority. (impact: medium, effort: major)

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