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Brand headlines · Apparel and footwear · United States · Q2 2026

Under Armour prices and markdowns

In Q2 2026, the average listed price of Under Armour items at covered US online retailers was $56, 1% higher than in Q2 2025, and 36% of in-stock Under Armour SKUs were marked down, up from 35% a year earlier.

$56
Average listed price, Q2 2026
+1%
Change vs Q2 2025 ($56)
36%
In-stock SKUs marked down, Q2 2026
35%
Marked down, Q2 2025

How it is measured

  • Average listed price is the average price shown for the brand's in-stock items across Data Purl's covered US online retailers, over the quarter. It is an average across the items listed, so it moves when the range changes as well as when prices change; where the range changed too much for a like-for-like reading, the change is not shown.
  • Markdown breadth is the share of in-stock SKUs selling below full price, averaged over the quarter.
  • Both come from Data Purl's Ticker Analytics brand series, are rounded to whole percentages and are published once a quarter, one quarter in arrears.

Coverage. Data Purl's covered US online retailers (116 in Q2 2026). Under Armour's own site is included. Retailer types, exclusions and panel changes are on the brand headlines page.

Version 2026-Q2.1; methodology Ticker Analytics brand series v2026-09. Published 26 September 2026, last updated 1 October 2026. Next update January 2027.

Questions

Is Under Armour discounting more?

Yes: in Q2 2026, 36% of in-stock Under Armour SKUs at covered US online retailers were marked down, up from 35% in Q2 2025.

Has Under Armour raised prices?

The average listed price of Under Armour items at covered US online retailers was $56 in Q2 2026, 1% higher than in Q2 2025. It is an average across the items listed, so it moves with the range as well as with prices.

How to cite

Data Purl, "Under Armour prices and markdowns", brand headlines, Q2 2026 vs Q2 2025 (published 26 September 2026). https://data-purl.com/brands/under-armour

Published by Data Purl for information only. Not investment advice.

Other apparel and footwear brands

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See Under Armour by retailer, category and week

These are quarterly headlines. The full dataset tracks Under Armour weekly at every covered retailer, by category, with price, markdown, availability and assortment, and maps brands to their owners.

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