Under Armour has further strengthened its position in the UK golf market, with new independent consumer research naming the brand as golfers’ overwhelming first choice for apparel, alongside exceptional footwear sales performance that has seen it become the UK’s No.1 men’s spikeless golf shoe brand.
Research conducted by Sporting Insights among UK golfers found that 58% would consider purchasing Under Armour golf apparel, the highest of any brand surveyed. More significantly, one in five golfers (20%) named Under Armour as their favourite golf apparel brand, twice the figure of its nearest competitor, reinforcing the brand's position as the most preferred in the study.
The results provide further evidence of Under Armour's strength in golf apparel as the brand celebrates 10 years as the UK's No.1 men's golf apparel brand.
The research also highlighted comfort as the most important factor to golfers when choosing golf apparel. Under Armour ranked highest for comfort in the study, demonstrating the strength of one of the brand’s core performance credentials.
Crucially, the findings suggest Under Armour's appeal extends across a broad range of golfers, rather than being concentrated within a particular age group, income bracket or playing ability.
The consumer research is supported by equally impressive performance in golf footwear, with the latest Golf Datatech figures confirming Under Armour as the UK's No.1 men's spikeless footwear brand.
Across January to August 2026, Under Armour accounted for 26% of all men's spikeless golf shoes sold in the UK, meaning more than one in four pairs purchased was an Under Armour product.
The brand also holds the No.1 position in men's off-course footwear, with a 26.6% unit share, while across total men's golf footwear Under Armour sits at No.2 with a 23.2% unit share.
Under Armour was also the only brand among the top five in men's golf footwear to record year-to-date growth in sales value, further demonstrating its momentum in an increasingly competitive market.
Together, the findings provide a compelling picture of a brand delivering both strong consumer preference and commercial performance across two of golf's most important product categories.
The results come as Under Armour prepares to present its FW27 collection to retail partners, building on its established strength in apparel and growing position in golf footwear.
Richard Palmer-Jones, Under Armour, said: “These results are hugely encouraging and a fantastic reflection of the position Under Armour has established in the UK golf market.
“To be named the most considered and preferred golf apparel brand by golfers is particularly pleasing. We've always believed that delivering exceptional performance, comfort and value is what ultimately builds trust with golfers, and it's great to see that reflected in independent research.
“As the industry faces challenges from the wider economy it needs security of success more than ever. With over 10 years of market leadership, alongside this latest independent consumer research it is clear that Under Armour offers this security.
“When you combine these findings with our No.1 position in men's spikeless footwear and continued growth across the footwear category, it gives us enormous confidence in the direction we're heading.
“Our retail partners have played a huge role in that success, and as we look ahead to FW27, we have a fantastic opportunity to build on this momentum with an exceptional range of product across apparel and footwear.”
Sources: Sporting Insights, UK Golf Apparel Research, 2026; Golf Datatech, UK retail sales, January–August 2026.