Under Armour

underarmour.com · sampled 2026-08-04 · confidence 0.53 stale — sampled 34 days ago

Confidence is 0 to 1 — a low score is reported, never hidden. Set a floor in your own code and fall back to your defaults below it, rather than shipping the raw score as certainty.

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The kit

Brand colours

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primary

accent

background

surface

Also on the page · 3 colours

#120e16

#67402e

#8c5f4a

Fonts

NeuePlakUAdisplaycustom webfont

Headline setting

Under Armour

Set in our own face at their measurements — this page loads no brand fonts.

Headline case: uppercase
Headline tracking: normal
Headline weight: bold

Logo

Source: inline-svg
Transparent: yes

The page we read

The capture every value above was read from. Its top, at readable scale.

The read

The company

Positioning

Under Armour exists to empower athletes through performance-driven apparel and equipment designed to enhance athletic performance. They serve dedicated fitness enthusiasts, professional athletes, and active lifestyle consumers seeking high-quality sportswear. What sets Under Armour apart is their focus on innovative technology, game-changing product designs, and a commitment to helping athletes reach their full potential.

Who it is for

Athletes, fitness enthusiasts, and active individuals looking for high-performance workout gear, athletic footwear, and sportswear.

Values

Performance InnovationAthletic ExcellenceCustomer ConvenienceQuality Commitment

Look and feel

Pill corners, balanced layout, athletic, bold.

Reads as

athleticboldmodernenergeticlifestyle

Recurring motifs

uppercase section headerspill-shaped call-to-action buttonshigh-contrast black and white UI frames

Theme: dark
Corners: pill
Density: balanced
Borders: none
Shadows: none
Gradients: no
Icons: outlined
Illustration: none
Photography: full-color
Imagery shows: student athletes laughing and posing in a locker room setting; studio product photography showing models wearing athletic apparel
Imagery composition: candid group shots in real environments, tight studio cropping for product showcases
Imagery grading: warm, natural lighting in lifestyle imagery; neutral, clean lighting in product studio shots

Motion

Direct, purposeful entrance reveals where section headers and hero text slide and fade into view smoothly.

Signature effects

opacity and transform fade-in on section wrappershero text entrance animations over 400mslooping background svg opacity pulses

Libraries detected

swiper

Intensity: subtle
Speed: fast
Easing: smooth ease-out and linear transitions
Scroll animations: no
Hover effects: yes
Honours reduced motion: yes

Voice

The voice reads Bold, Direct, Action-Oriented, Energetic.

Tone

BoldDirectAction-OrientedEnergetic

Voice

AuthoritativeMotivationalClearSporty

Words it uses

Game-ChangingWorkout ClothesUnstoppable CollectionNew ArrivalsFREE ShippingFREE Returns

Words it avoids

CheapDiscountCasualwearBasic

Calls to action: Action-driven, gender or category specific calls to action like 'Shop Men' and 'Shop Women'.
Headline case: upper

hero headline: High-energy, bold, and promotional
navigation and account dashboard: Direct, utility-focused, and instructional
CTA buttons: Concise and action-oriented

The recordwhat we measured, and how sure we are

How the brand reads

Under Armour manufactures and retails athletic apparel, footwear, and sports gear designed for high performance and training.

Known for

Performance sportswearCompression gearAthletic shoesInnovation in fitness apparel

Design personality

Dark, sleek, and athletic, anchored by deep charcoal backgrounds and high-contrast text.

Design conventions

Uppercase bold headlinesDark mode aesthetic with strong neutral background tonesHigh contrast action prompts and shipping callouts

Writing style

Direct, energetic, and focused on benefits, frequently leveraging uppercase headlines and clear promotional hooks.

Audience, inferred

Athletes, gym-goers, and active consumers seeking durable performance gear.

Values, inferred

Performance InnovationAthletic ExcellenceCustomer Convenience

Applying the brand

Use a dark-mode palette dominated by charcoal (#1D1D1D) and stark white body text. Accent key metrics or section highlights with bold athletic red (#DC0019) or bright highlights. Keep layouts clean, utilizing high-contrast typography and uppercase hero headers.

Spacing and accessibility

Base unit: 8px
Scale: 0.5 · 1 · 2 · 3 · 4 · 6 · 8
Content margin: 24px
Contrast target: AAA
Minimum font size: 16px
Colourblind safe: yes

How this was read

Platform: NextJsVite
Overall confidence: 0.53
Font confidence: 1.00
Schema version: v2

The score was built from

Logo not foundPrimary color extractedSecondary color not foundFonts found: NeuePlakUACompany name found: Under Armour

Confidence is 0 to 1 — a low score is reported, never hidden. Set a floor in your own code and fall back to your defaults below it, rather than shipping the raw score as certainty.

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Confidence per field · 19 fields

description: 0.00
industry: 0.00
logo_description: 0.00
tagline: 0.00
accessibility.contrast_target: 0.85
audience: 0.85
brand_intelligence: 0.85
colors: 0.85
contrast: 0.85
copywriting: 0.85
font_availability: 0.85
fonts: 0.85
motion: 0.85
name: 0.85
positioning_statement: 0.85
tone: 0.85
values: 0.85
visual_style: 0.85
voice: 0.85

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curl https://api.extractbrand.dev/v1/brands/underarmour.com \
  -H "Authorization: Bearer YOUR_API_KEY"

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Sampled from underarmour.com on 2026-08-04. Own this brand? Claim it or report this page.