Under Armour top the market – according to Golf Datatech

Under Armour are the leaders in the UK golf shoe market, according to a recent audit carried out and published by Golf Datatech. 

Under Armour’s HOVR Fade 2 SL has become the number 1 selling shoe in men’s UK golf for 2024 after a remarkable month of unit sales in July saw it outstrip the next top-selling model in the market by nearly two to one.  

In the latest data published by Golf Datatech, the HOVR Fade 2 SL had a 9% share by units sold in the Men’s Golf UK On and Off-course combined market for the month of July, with the nearest competitor at 4.6%. 

The HOVR Fade franchise has been developed and improved since it first came to market in 2020.

From January to July in 2024, Under Armour’s footwear sales accelerate rapidly in the on and off course channel, cementing itself as an even more dominant Number 2 in the UK golf footwear market with a share now standing at 21.5% in units sold. 

In the off-course market for January-July 2024, Under Armour now sits clear as the No.1 golf footwear brand in the UK with 27.5% in unit share, 20% more than its nearest competitor.

Richard Palmer-Jones from Under Armour Golf UK said: “ To achieve the milestone of No.1 selling shoe in UK Golf is truly a magical moment for the UA brand.

“The consumer decides the fate of any brand and to see them choose Under Armour ahead of any other brand for their favourite shoe illustrates the trust and affection with which the UK Golfer increasingly holds the Under Armour brand.”

“We started the Fade Franchise journey back in 2018 through a European specific footwear development brief designed to speak to the golfer in this specific market – the success of the franchise has propelled us to the position of No.2 in the overall market and Year-on-Year unit sales growth of over 19% within an increasingly depressed market. 

“Our thanks go to our amazing retail partners for their faith in our ability to build a better product that delivers an enhanced consumer experience – we remain truly excited by where we can take the Under Armour footwear category in the future.” 

If you want more new gear from this year, make sure you check out the bunkered YouTube channel!

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James Tait is bunkered’s Gear Editor. Want to know how the latest Callaway driver, Vokey wedge or Scotty Cameron putter performs? He’s the guy to ask. Better yet, just watch his videos on the bunkered YouTube channel. One of the biggest hitters in the UK, James also competes on the World Long Drive circuit and is a descendent of former Amateur champion Freddie Tait.

Gear Editor