A new study says that Under Armour’s customers tend to be wealthier than other athletic-brand shoppers.
A survey conducted by New York-based research firm You Gov said that of athletic apparel and footwear consumers, more than half who earned at least $50,000 a year were Under Armour shoppers. You Gov gathers data from daily interviews with a sample size of 200,000 people.
According to the survey, 53 percent of surveyed shoppers making $50,000 or more per individual, not as a household, had shopped Under Armour. Asics was a close second with 52.7 percent of shoppers at the $50,000 benchmark.
Vans (38 percent), New Balance (37 percent) and Adidas (36 percent) rounded out the Top 5. Champion, Reebok and Skechers all came in at about 35 percent each.
Interestingly, Nike and Converse were at the bottom of the pack, at 32 percent and 30 percent, respectively. A You Gov analyst told Footwear News it was likely Nike and Converse’s numbers came in low because of their wide appeal and large base of shoppers.
The growing athleisure trend and desire for sneakers (as opposed to other kinds of shoes) have driven sales in the athletic category over the past few years, and those figures are expected to reach even higher levels this year.