Under Armour is attracting older customers while teens prefer Nike and Vans

Under Armour Inc. is gaining favor with an older crowd of shoppers, according to the most recent athletic survey from B. Riley.

“We would note that Under Armour remained flat in the younger ages of 18-to-34 whereas Adidas, Lululemon and Nike all increased, indicating older consumers are gravitating more towards Under Armour, which is likely representative of the increased mass distribution,” wrote B. Riley in its report.

In shoes, Under Armour UA, +3.26%UAA, +3.09% lost ground in the basketball category, falling from fourth in 2018 to fifth this year, behind Reebok. It fell to number seven from six in the casual category.

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