Under Armour Golf recorded its highest footwear market share in brand history in the first quarter of 2026.

"To achieve record market share in Q1, with particularly strong growth on course, is incredibly important for us," said Richard Palmer-Jones, an Under Armour representative. According to Bunkered, the value share increased to an unprecedented 21.75% this year.

The Baltimore-based manufacturer managed to utilize the latest technologies for capturing the attention of committed golfers in the United Kingdom. Such success was achieved in spite of the negative impact of unfavorable weather conditions in the initial period of the season.

A big chunk of this popularity came from the Clone series. They have become retail bestsellers, as both their spiked and spikeless versions are selling well.

As a result, Under Armour stood out in the top five market competitors by being the only one growing in value. This company also recorded an overall increase in the number of units sold in this period.

This brand's on-course value share reached 18.22%, while off-course market share amounted to 26.70%. This happened due to a rising average selling price and increasing demand for their high-quality sports shoes.

Sustaining Momentum Through Technical Innovation

The innovative ‘Clone’ technology features an auxetic upper that changes in shape according to the movement of the player’s foot during the swing and provides the necessary customized fitting needed by dynamic players.

As with other leading brands such as Nike and Adidas, star athletes were traditionally used to promote the company's products. Under Armour continues with this trend by launching new products with Jordan Spieth's help.

With the development of their HOVR foam technology combined with the innovative Swing Support System, the company has already overcome the problem of discomfort.

Read more at Club Golf!

Written by

Abhishek Sharma

Edited by

Siddharth Shirwadkar