Business Insider/Jessica Tyler Under Armour's flagship store in New York City.
- Under Armour has been struggling to keep up with its biggest rivals.
- The brand has made a big push to be more fashionable, but many of its efforts have missed the mark.
- Nike, on the other hand, has brand cachet that Under Armour does not.
- We visited the flagship stores for Under Armour and Nike in New York City, and it was clear why Nike's styles have become more popular.
Under Armour has been struggling to keep up with its biggest rivals.
In a 2017 Wells Fargo survey of young male consumers, 27% of survey participants ranked Under Armour favorably, compared to 81% for Nike. Under Armour's shoe sales ground to a halt last year, and basketball star Kevin Durant dissed the brand in an interview with Bill Simmons, saying,"Nobody wants to play in Under Armours, I'm sorry. The top kids don't because they all play Nike." Durant is currently endorsed by Nike.
Under Armour has struggled to make its designs more stylish in an apparel market that's dominated by athleisure trends. Nike, on the other hand, has built a cult following for its premium apparel offerings.
While it has had some struggles of its own, including flat sales and excess inventory, Nike was behind seven of the top ten best-selling shoes in 2017.
We visited the flagship stores for Under Armour and Nike in New York City's Soho neighborhood, and it was clear which company had a better grasp on today's styles:
