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The Armoury What's new with Baltimore sports apparel maker Under Armour

Under Armour losing ground with teenagers, survey says

Under Armour is seeing its popularity fade among teens, a key demographic for sports apparel brands, according to Piper Jaffray's semi-annual teen research survey.

Gen Z buyers are looking for streetwear and 1990s fashions, with Vans footwear hitting a new peak and even sports footwear giant Nike losing share among boys, according to Taking Stock with Teens, which ranks appeal of fashion brands. Vans, listed as a top 10 fashion trend for boys and girls and an up-and-coming brand for both, hit its highest level in the survey’s history.

Baltimore-based Under Armour is being “boxed out” by the resurgence of rival Adidas and the retro-category, said the report, which also measures trends and spending patterns in restaurants, technology and online.

Under Armour has struggled with weak demand for its apparel in the United States, amid closings by key retailers, intense competition and changing demand for athletic apparel.

Out of preferred apparel brands overall, Under Armour maintained a ranking of 13th from last spring, the report said. The brand lost the most ground in footwear, falling to 24th in preferred brand from 14th last year.

Its rankings were higher in the athletic clothing and footwear categories. In athletic apparel, Under Armour ranked fourth among upper income teens and third among average income teens, with Nike and Adidas taking the two top spots in each income category. In athletic footwear specifically, Under Armour ranked fifth in the upper income bracket and fourth in the average income category, with Nike and Adidas again leading the pack.

For the third straight survey, Under Armour topped other brands as the “old” brand that boys are no longer wearing. It ranked 10th in that category among girls.

Last spring, the brand also had landed among others losing share or relevance, a group that included Michael Kors, The North Face, Ralph Lauren and Vineyard Vines.

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