At the same time, the percentage of men in the same demographic who perceived Under Armour as the most innovative brand decreased to 12% from 17% in the prior survey. By contrast, male shoppers who make below $60,000 are showing a greater affinity toward Under Armour. Overall, 28% of men in this group picked the brand as the most innovative versus 25% previously.
The intent of the survey was to gauge consumers’ views of athletic apparel brands against key attributes (innovation, fashion style and value) as well as future purchase intent. The target sample size of 1,000 men and 1,000 women was narrowed to respondents who had made an athletic apparel purchase within the past 6 months. Overall, 721 men and 695 women across broad U.S. demographics composed the sample set.
The results also show that the Baltimore-based company founded by Kevin Plank also seems to be skewing older when it comes to consumers’ opinions of how fashionable it is. The survey said that Under Armour gained the most traction among men ages 50 to 64 — 23% viewed the brand as most fashionable versus 16% in the last survey.
Additional analysis showed that Adidas is resonating with men, but the brand is losing traction with women. Perhaps that’s one reason why the athletic giant made a bold move to team up with Beyonce last week on footwear and apparel.