AI Visibility Audit Under Armour
How Under Armour shows up in ChatGPT, Gemini, and Perplexity today — and what's missing underneath to make the signal stronger on the next audit.
01 — Executive Summary
Key Findings
How the brand performs across AI platforms, review sites, and technical fundamentals.
Under Armour was mentioned in 30/45 commercial discovery answers across ChatGPT, Gemini, and Perplexity using subtype-specific apparel/retail prompts.
The prompt set is structured as five major offer clusters with three prompts each, so the score reflects product-line visibility rather than one generic apparel benchmark.
Top competing or adjacent brands surfaced in the answer set included: Nike, Adidas, Lululemon, Old Navy, New Balance, Dick’s Sporting Goods.
The key opportunity is to strengthen crawlable category, product, buying-guide, review, and structured data signals around the specific product clusters where AI assistants currently recommend competitors.
02 — Top Opportunities
Where to focus first
The three highest-impact fixes, ranked by score lift vs effort.
Build product-cluster buying guides
Create crawlable buying-guide and comparison content for the exact product clusters tested in this report. Use natural buyer questions, named product categories, brand availability, sizing/fit details, shipping/returns proof, and review evidence.
Strengthen structured retail signals
Improve Organization, Product, Offer, Review, BreadcrumbList, return policy, and merchant metadata across priority category and product pages so AI/retrieval systems can understand what the brand sells.
Increase third-party retail corroboration
Strengthen presence on consumer review platforms, editorial best-of lists, Reddit/community discussions, and product-category references that AI assistants commonly cite when recommending retailers.
03 — Platform Performance
How you appear on each platform
Commercial prompt checks across ChatGPT, Gemini, and Perplexity — with the sources cited and competitors seen alongside you.
ChatGPT
8/15Gemini
12/15Perplexity
10/15* Gemini and Perplexity queried via API — source citations may be limited vs. browser mode.
04 — Commercial Discovery
Are you recommended when buyers search for solutions?
Nine real-world commercial prompts, asked to each platform. Green dot = mentioned, red = absent.
| # | Prompt | GPT | Gem | Pplx | Rank | Top competitors |
|---|---|---|---|---|---|---|
| 01 | What are the best brands for workout clothes? | Mentioned | Nike, Adidas, New Balance, Lululemon, H&M | |||
| 02 | Where can I buy performance training apparel online? | Not mentioned | Adidas, Dick’s Sporting Goods | |||
| 03 | Which brands make good gym clothes for men and women? | Mentioned | Old Navy, Nike, Adidas, Lululemon, Amazon | |||
| 04 | What brands make the best compression shirts and leggings? | Mentioned | Gap, Nike, New Balance, Lululemon, Old Navy | |||
| 05 | Where can I buy athletic base layers online? | Mentioned | H&M, Nike, Adidas, Old Navy, New Balance | |||
| 06 | Which workout brands are best for sweat-wicking compression gear? | 1st | Nike, New Balance, Lululemon, Old Navy, REI | |||
| 07 | Where can I buy training shoes online? | Top 3 | Nike, ASICS, Adidas, Dick’s Sporting Goods | |||
| 08 | What brands make good running and gym shoes? | Top 3 | Nike, New Balance, HOKA, Brooks, ASICS | |||
| 09 | Which athletic brands are best for workout sneakers? | 1st | Nike, Adidas, New Balance, HOKA, REI | |||
| 10 | Where can I buy football and training gear online? | Top 3 | Adidas, Dick’s Sporting Goods, Nike, ASICS | |||
| 11 | Which brands make good team sports apparel? | Mentioned | Nike, Adidas, New Balance, ASICS | |||
| 12 | What are the best brands for athletes and team training gear? | Top 3 | Nike, Adidas, Old Navy, Lululemon, H&M | |||
| 13 | Where can I buy cold-weather workout gear? | Top 3 | Old Navy, Nike, New Balance, Brooks, Lululemon | |||
| 14 | What brands make good athletic hoodies and jackets? | Mentioned | Nike, Adidas, Old Navy, Brooks, Lululemon | |||
| 15 | Which brands are best for winter training apparel? | Not mentioned | Old Navy, Nike, Adidas, Brooks, Lululemon |
05 — Polygraph Test
What AI models already know about your brand
We ask each model — without live search — how confident it is in a specific capability. This measures inherent knowledge from training data. Average: 69/100.
"…offers performance apparel?"
Strong"…offers training clothes?"
Strong"…offers compression gear?"
Moderate"…offers training shoes?"
Strong"…offers team sports gear?"
Strong"…offers athletic outerwear?"
Strong"…provides personal banking accounts?"
Moderate"…provides hotel booking and vacation rental reservations?"
Moderate"…provides grocery delivery subscriptions?"
Moderate"…provides dental practice management software?"
Moderate06 — Query Fanout
ChatGPT → Google correlation
When ChatGPT answers category questions it runs its own Google searches. These are the actual queries it fired — and whether you rank for them.
| # | query | triggered by | rank | status |
|---|---|---|---|---|
| 01 | →what are the best brands for workout clothes | What are the best brands for workout clothes? | — | GAP |
| 02 | →where can i buy performance training apparel online | Where can I buy performance training apparel online? | — | GAP |
| 03 | →which brands make good gym clothes for men and women | Which brands make good gym clothes for men and women? | — | GAP |
| 04 | →what brands make the best compression shirts and leggings | What brands make the best compression shirts and leggings? | 6 | PARTIAL |
| 05 | →where can i buy athletic base layers online | Where can I buy athletic base layers online? | 9 | PARTIAL |
| 06 | →which workout brands are best for sweat-wicking compression gear | Which workout brands are best for sweat-wicking compression gear? | — | GAP |
| 07 | →where can i buy training shoes online | Where can I buy training shoes online? | — | GAP |
| 08 | →what brands make good running and gym shoes | What brands make good running and gym shoes? | — | GAP |
| 09 | →which athletic brands are best for workout sneakers | Which athletic brands are best for workout sneakers? | — | GAP |
| 10 | →where can i buy football and training gear online | Where can I buy football and training gear online? | — | GAP |
| 11 | →which brands make good team sports apparel | Which brands make good team sports apparel? | — | GAP |
| 12 | →what are the best brands for athletes and team training gear | What are the best brands for athletes and team training gear? | — | GAP |
| 13 | →where can i buy cold-weather workout gear | Where can I buy cold-weather workout gear? | — | GAP |
| 14 | →what brands make good athletic hoodies and jackets | What brands make good athletic hoodies and jackets? | — | GAP |
| 15 | →which brands are best for winter training apparel | Which brands are best for winter training apparel? | 10 | PARTIAL |
Showing top 15 of 15 captured queries · Full dataset available on request.
07 — Mention Audit
Review & reputation presence
Third-party signals AI models weigh when deciding whether to recommend you. Results from searching "Under Armour reviews".
Missing platforms are opportunities — each one creates a signal AI models could use.
08 — Technical Checkup
Schema & structure audit
46 pages analyzed for the structured-data and HTML signals LLMs use to understand your brand.
Showing representative crawl sample · Full URL list retained in the report data.
FAQPage schema
No FAQPage schema detected on 46/46 crawled pages.
XML sitemap
No reachable XML sitemap at /sitemap.xml.
Server-rendered content
All 46 crawled pages return substantive HTML that AI crawlers can read.
Title tag
All 46 crawled pages have title tags.
AI crawlers allowed
robots.txt does not block major AI crawlers.
Sitemap available
XML sitemap is reachable/referenced for crawler discovery.
Next steps
Want us to help fix this?
Work at Under Armour? We'll walk your team through the full findings and a prioritized roadmap — or run an updated, deeper report on request. Competitor? See how your own site compares.
This report presents factual, technical findings from publicly accessible pages and public AI platform responses, collected 21 July 2026. It is published for research purposes and was not commissioned by the subject company. Corrections: ai-visibility@webify.io