AI Shelf Index · 2026 holiday shopping season
Under Armour AI shopping shelf share
🏃 Fitness & Outdoor · 🇨🇦 CA · updated 12 Oct 2026
Standing
#59
Fitness & Outdoor · CA
Shelf-share
0.2%
of CA answers
Sentiment
67%
positive
No week-to-week change larger than the variation between readings.
Who's on the fitness & outdoor shelf
Lululemon
11.9%
HOKA
5.9%
NordicTrack
4.8%
Asics
4.3%
UREVO
3.5%
Brooks
3.4%
The shoppers Under Armour wins
The same answers, sliced by the shopper the question implies — where Under Armour ranks best.
Where Under Armour wins the journey
Its rank at each phase of the shopping journey — from first awareness to the moment of purchase.
Awareness
#80
0.1%
Research
—
not surfaced
Comparison
#53
0.1%
Validation
—
not surfaced
Purchase
#29
0.9%
Where the engines differ
What AI says about Under Armour
Observed from the answers themselves — not a score.
Sentiment
67% positive · no negative mentions
Price framing
framed budget
100% budget
“(NBC News) - 🇺🇸 Under Armour: less fashion-forward, but good sale territory for a dedicated gym pair.”
ChatGPT
“American Brands (The Trendsetters of Street-to-Studio) _Representative Brands: Alo Yoga (Los Angeles), Vuori (California), Nike/Under Armour** (Global/US)._ Let's pit Alo and Vuori as the dominant American style-forwa...”
Google AI Mode
“Under Armour Charged Assert 11 Affordable daily use Worth checking if you want a simple black athletic shoe at a lower price.”
ChatGPT
“Sport Chek:** Features doorcrasher deals on Nike, Under Armour, and New Balance running shoes.”
Google AI Mode
Products AI names
The specific Under Armour items the engines put in front of CA shoppers.
Shelved alongside
Brands the engines recommend in the same answers as Under Armour.
How to read this
Bar is how often that brand is recommended in the same answer as Under Armour, relative to the rest.
Under Armour on other shelves
Slingso Managed Outcomes
How would Under Armour grow its revenue from the AI Shopping Channel?
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Holiday Shopping 2026 · reading updated 11 Oct. An independent measurement by Slingso; not affiliated with Under Armour.