How Under Armour advertises
855 public ads run by Under Armour, with 855 still live. Mostly about T-shirts.
Jan 26, 2026 → still running· Meta ad library
Key learnings
Read from Under Armour's own figures against the other 4 Footwear & Sportswear brands here.
One hook does the heavy lifting.
“THE BOUNCY TEE” runs across 56 creatives, with new (55), THE TEE SHOP (34) behind it.
The ask barely varies.
98% of its ads end on “Shop now”, ahead of Learn more (10), See details (2).
Most of the library is still live.
855 of 855 ads (100%) were still running when this was built, so it reads as what the brand is doing now.
Much of the library is not in English.
43% of its ads run in another language, across 15 in total.
What the ads are about.
T-Shirts leads at 327 creatives, ahead of Shorts (165), Sneakers (90).
Every figure is a count from the analysed creatives, not an estimate.
What it makes
Under Armour runs 30% video against 70% static, below the 47% category average across the 198 brands in this library.
Creative category
What the ad is fundamentally doing: leading on the category's value, on a discount, or on a story.
Based on the 78% of 855 ads that carried this field.
Format
Video against static, across everything it has run.
255 video · 600 static · 3% via a creator page
Languages it advertises in
Content language of the ad, as classified on each creative.
How much it ships
New ads first seen each month. Output fell in the most recent month on record.
New ads per month
Ads counted in the month they were first seen, so a spike is new work rather than continued spend.
Of those, still running
How much of each month's output is still in market. A rising tail means recent work survived.
How long an ad lasts
No Under Armour ad in this library has come down yet, so there is no completed run length to report. The distribution below is how long each ad has been up so far. Longevity is how creative fatigue shows up in public data: neither it nor reuse is a performance metric.
Run length
How long each ad stayed up, from first to last sighting. Short runs mean fast creative turnover.
- Under a week855
1 shown · 855 ads across them
Based on the 0% of 855 ads that carried this field.
Reuse
A creative that ran under more than one ad. The source reports no spend, so this is the only signal of conviction in it.
1,392 ad variants across 855 creatives
What it says
Its most repeated opening line is "THE BOUNCY TEE", used on 56 ads. These are the hooks it keeps coming back to.
Opening lines
The hook the creative leads with, most repeated first.
- THE BOUNCY TEE56
- new55
- THE TEE SHOP34
- HEATGEAR® ELITE BASELAYER31
- 27
- THE BOUNCY TEE what's it do? everything.19
- sleva až -50%19
- 55 €16
8 shown · 257 ads across them
Offers
The deal being put in front of the buyer.
- sleva až -50%22
- 55 €14
- až -50%13
- akár 50%-os kedvezménnyel11
- zľavy až -50%10
- až do -50%9
6 shown · 79 ads across them
Based on the 78% of 855 ads that carried this field.
Messaging angle
The primary approach the ad takes.
- Price-anchoring with slashed mrp vs sale price69
- Highlighting new product launch33
- Highlighting summer sale discounts13
- Highlighting versatility for different occasions13
- Highlighting product performance for athletes12
- Highlighting product innovation9
6 shown · 149 ads across them
Emotional appeal
Model-assigned, not a platform field.
- Fear of missing out178
- Aspiration for fitness101
- Aspiration for active lifestyle65
- Excitement for savings35
- Confidence27
- Value for money25
6 shown · 431 ads across them
Based on the 48% of 855 ads that carried this field.
Hook type
How the opening earns the next second.
- Feature / Product304
- Offer / Price243
- Benefit / Value50
- Curiosity47
- Social Proof8
- Brand Storytelling8
6 shown · 660 ads across them
Based on the 78% of 855 ads that carried this field.
What it sells
The ask is almost always "Shop now".
Product categories
The kind of thing being advertised, as classified on each creative.
- T-shirts327
- Shorts165
- Sneakers90
- Sports bras85
- Hoodies80
- Compression shirts65
- Leggings56
7 shown · 868 ads across them
Named products
The specific things it puts in the ad.
- THE BOUNCY TEE52
- HEATGEAR® ELITE36
- HEATGEAR® ELITE BASELAYER30
- The Bouncy Tee26
- UA VANISH14
- Under Armour12
- UA ICON VINTAGE FLEECE HOODIE12
7 shown · 182 ads across them
Call to action
The button the ad ends on — the single clearest statement of what it wants.
- Shop now841
- Learn more10
- See details2
- Get directions2
4 shown · 855 ads across them
Where it sends the click
Destination host, with tracking parameters stripped.
- underarmour.com264
- underarmour.co.uk78
- fb.com77
- underarmour.cz76
- underarmour.sk54
- underarmour.eu53
6 shown · 602 ads across them
What it is trying to do
The source carries no funnel stage. It does carry a coarser read on each ad's intent, and only on some of them.
Performance against brand
Whether the ad chases a conversion or builds awareness. Model-assigned, and only on the ads that carried it.
Based on the 78% of 855 ads that carried this field.
The work
The 12 ads Under Armour reused most, deduplicated by content hash so the same artwork never appears twice. The most-reused creative is the only signal of consequence the source carries: nothing here is a performance ranking, because no spend, impression or click data exists in a public ad library.
Top video creatives (9)
Top static creatives (3)
How the rest of Footwear & Sportswear advertises
The biggest advertisers in this category on the same measures. Every one has its own page.
| Brand | Ads | Live | Video | Reused | Typical run |
|---|---|---|---|---|---|
| ASICS | 5,109 | 26% | 21% | 59% | 126d |
| New Balance | 1,539 | 71% | 24% | 36% | 9d |
| Under Armour | 855 | 100% | 30% | 31% | — |
| SKECHERS | 777 | 100% | 28% | 18% | — |
| HOKA | 309 | 100% | 40% | 30% | 13d |
This is a slice of what Hawky sees
This page is built from public ad-library records alone. Hawky's Competitor Analysis runs the same read across every advertiser in a category, refreshed continuously, alongside the account's own performance, which is the half no public library contains.
How this was built
Counted from 855 public Meta ad-library records for Under Armour, first seen Jan 26, 2026 and still running, so the library carries no last-sighting date for them yet. Counts include dynamic product, dynamic creative and catalogue ads, so a filtered dashboard view will report fewer.
There is no spend, impression, click or conversion data here, because public ad libraries do not carry any and none can be inferred. Creative category, hook type, emotional appeal and intent are model-assigned classifications, not fields the platform reports. Where a classification covers only part of the library, the share is stated next to the chart.
“Reused” counts a creative that ran under more than one ad. Run length is the gap between an ad's first and last sighting, over the 0% of records carrying both dates. Paid collaboration is counted from the presence of a creator page on the ad; no creator is named.
Every comparison here is computed against the 5 Footwear & Sportswear brands in this library, not an external benchmark.
