Under Armour vs Nike, Inc.
Updated onCompare Under Armour and Nike, Inc. side-by-side. See how they stack up on features, pricing, and target market.
Under Armour
Under Armour is a publicly traded American sportswear company that designs and sells performance apparel, footwear, and accessories worldwide.
vs
Nike, Inc.
American multinational company that designs, develops, markets, and sells athletic footwear, apparel, equipment, and accessories under the Nike, Jordan, and Converse brands.
Which should you choose?
Under Armour
You want slightly lower price points on performance-focused training gear and prefer an athlete-first, “underdog” brand identity with a newer UA Rewards points program.
Nike, Inc.
You prioritize the broadest range of footwear and apparel (from elite racing shoes to lifestyle icons), strong global brand cachet, a mature membership and app ecosystem, and deeper sustainability commitments via Nike’s Move to Zero.
Typical cost comparison
Scenario: One mid-range men's road-running shoe at MSRP in the U.S.
Under Armour
$90 per year
Nike, Inc.
$130 per year
Under Armour saves you $40 per year in this scenario.
Key differences
| Category | Under Armour | Nike, Inc. | Why? |
|---|---|---|---|
| Average Consumer Price Point | Under Armour’s running shoes and training apparel are often priced below comparable Nike products, especially outside Nike’s most basic lines, so budget-conscious athletes may generally spend less with Under Armour. | ||
| Brand Scale & Market Position | Nike is roughly an order of magnitude larger by annual revenue (around US$46–51B vs Under Armour’s ~US$5B) and is the global market leader in athletic footwear and apparel, while Under Armour is a mid-sized performance-oriented brand. | ||
| Digital Ecosystem & Membership | Under Armour’s UA Rewards and MapMyRun app add value, but Nike Membership ties together Nike Run Club, Nike Training Club, SNKRS and the Nike App with free shipping and member exclusives, giving Nike a more extensive digital and loyalty ecosystem. | ||
| Product & Innovation Depth (Especially Footwear) | Both make performance gear, but Nike offers a much broader range from everyday trainers to elite racing shoes like Alphafly and Vaporfly plus numerous lifestyle icons, whereas Under Armour’s footwear range is narrower and more training-focused. | ||
| Sustainability & ESG | Nike’s Move to Zero program defines quantified 2025–2030 targets for cutting carbon, waste, water use and improving materials and is highlighted in sustainability rankings, while Under Armour has articulated goals but is still rated relatively weak on transparency and overall impact. |
Feature comparison
| Feature | Under Armour | Nike, Inc. | Notes |
|---|---|---|---|
| Consumer loyalty / membership program | Under Armour’s UA Rewards is a points-based loyalty scheme with early access, birthday bonuses and redeemable rewards, whereas Nike Membership is a free program emphasizing member-only products, early drops, free shipping thresholds and app-based perks rather than points. | ||
| First-party running and training apps | Under Armour offers MapMyRun and related Connected Fitness apps that integrate with its gear, while Nike provides Nike Run Club and Nike Training Club as free coaching, tracking and content platforms tied into Nike Membership. | ||
| Online direct-to-consumer store with free-shipping thresholds in the U.S. | Each brand operates a large e-commerce site with free shipping above certain order values and frequent promotions, though customer reviews on sites like Trustpilot report recurring issues with delivery and returns for both. | ||
| Performance athletic apparel and footwear as core focus | Both brands position themselves around making athletes better through performance gear rather than generic fashion, with Under Armour’s mission and Nike’s corporate purpose emphasizing athlete performance. | ||
| Multi-brand portfolio (distinct sub-brands like Jordan and Converse) | Nike, Inc. oversees Nike, Jordan and Converse as separate global brands, while Under Armour operates under a single master brand without major standalone sub-brands. | ||
| Customizable footwear via online configurator (B2C) | Under Armour has provided customization through UA Icon and team-uniform tools, but availability is limited compared with Nike By You, which is a major, always-on service for customizing many Nike models. | ||
| Elite marathon/racing shoes using cutting-edge foam/plate tech | Under Armour sells performance models like UA Velociti Elite and HOVR-based shoes, but Nike’s Alphafly and Vaporfly families are more established and widely adopted among elite and serious road racers. | ||
| Published sustainability roadmap with 2030+ climate targets | Both publish sustainability reports and targets, but Nike’s Move to Zero lays out detailed material, emissions and waste goals through 2025–2030 and toward net-zero, while Under Armour’s goals and third‑party sustainability scores suggest it is earlier in its journey. |
Review Consensus
Under Armour
"Customers frequently like Under Armour products but rate the direct-to-consumer experience poorly due to shipping and service issues, while employees give the company a moderately positive workplace score."
Based on 313 reviews
- ● Many reviewers praise the look and comfort of individual Under Armour products once received.
- ● Pricing and discounts are often seen as competitive versus other big sportswear brands.
- ● Product quality is described as good by some customers despite issues in service.
- ● Overall rating is very low, driven by frequent complaints about slow or missing deliveries and tracking problems.
- ● Customers report difficult or delayed refunds and returns processing.
- ● Numerous reviews mention poor or unresponsive customer service when orders go wrong.
Data as of 1/29/2026
Based on 1,314 reviews
- ● A minority of reviewers note that when orders arrive correctly, they like the products’ performance and style.
- ● Some customers highlight good value during sales events.
- ● Brand recognition and athlete associations are occasionally cited as reasons for purchase.
- ● The majority of recent reviews describe very poor customer service with scripted or unhelpful responses.
- ● Many customers report parcels never arriving, arriving late, or being returned to sender without clear communication.
- ● There are repeated complaints about returns not being acknowledged or refunded in a timely manner, leading some reviewers to say they will not buy direct again.
Data as of 1/29/2026
Based on 3,114 reviews
- ● Employees often appreciate the athletic, team-oriented culture and being close to sport.
- ● Store and corporate staff cite strong product discounts as a notable perk.
- ● Many reviews mention learning opportunities and a generally positive environment for sports-minded people.
- ● Retail roles report variable scheduling, limited hours and modest pay for the workload.
- ● Some employees mention organizational changes and leadership turnover creating uncertainty.
- ● Career progression and communication from management are described as uneven across locations and departments.
Data as of 1/29/2026
Nike, Inc.
"Nike’s direct online store earns low customer-service ratings despite strong products, but as an employer it is generally well regarded, with employees highlighting culture, benefits and brand prestige."
Based on 12,000 reviews
- ● Some reviewers highlight product quality and design when orders are handled correctly.
- ● A portion of customers appreciate member-only products and promotions.
- ● Brand reputation and wide selection are mentioned by those with positive experiences.
- ● Overall TrustScore is very low, with many complaints about delayed, lost or incorrect deliveries.
- ● Customers often report difficult refund and return processes, including disputes about whether items were received back.
- ● Support channels (chat, phone, email) are frequently described as slow, inconsistent or unhelpful when problems arise.
Data as of 1/29/2026
Based on 12,795 reviews
- ● Employees commonly cite strong brand pride, inclusive culture and passion for sport.
- ● Benefits and discounts are often rated as attractive, especially for retail and HQ staff.
- ● Many reviews mention good networking opportunities and room for growth within such a large organization.
- ● Retail and distribution roles can involve high workloads, weekend hours and performance pressure.
- ● Some employees report bureaucracy and frequent organizational changes at a large global company.
- ● Work–life balance and advancement opportunities are perceived as varying significantly by team and manager.
Data as of 1/29/2026
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