With the help of several high-profile athlete endorsements — namely with Golden State Warriors superstar Stephen Curry — as well as a string of buzzy amateur basketball tournaments, Under Armour is making serious strides among college athletes.
Results from a new CBS Sports poll suggests that the Baltimore-based athletic brand now has a greater influence in college basketball than rival sneaker brand Adidas.
The survey, conducted by CBS Sports college basketball writers Gary Parrish and Matt Norlande as a part of their Candid Coaches series, polled more than 110 coaches at Division I colleges and universities across the country.
For years, Nike has dominated the athletic sports arena, with several key brands dueling for the No. 2 rank.
Asked “If Nike is still No. 1, who is No. 2 on the shoe-company totem pole now: Adidas or Under Armour,” 76 percent of the coaches polled picked Under Armour, while 24 percent chose Adidas.
Several coaches also offered revealing commentary regarding their selection.
“The answer is Under Armour. [They’re] really organized [and] invested in their teams and kids. [The brand has] a lot of pop right now. They’re doing a great job with getting high-profile colleges, and they have [Stephen Curry]. Their momentum is tremendous and popularity at an all time high from grass roots, to college to the NBA,” one respondent said.
Another coach, who selected Adidas as the No. 1 shoe brand, said of his choice: “Adidas remains No. 2 in my book. Under Armour makes a tremendous effort to involve themselves in grass roots, and have successfully latched on to some of the top prospects in the country. However, Adidas still carries a brand-name legitimacy that Under Armour cannot touch.”