As someone who‘s spent over 15 years in retail merchandising, I‘m here to share the inside scoop on Target‘s relationship with Under Armour and help you make informed decisions about your athletic wear purchases.
The Current State of Target and Under Armour
Target does not sell Under Armour products in stores or online. This might surprise many shoppers, especially since Target carries many other major athletic brands. The relationship between these two retail giants tells an interesting story about changing market dynamics and brand strategies.
Understanding the History
The absence of Under Armour at Target stems from a strategic decision made by Under Armour‘s leadership. The brand chose to focus on premium retail channels to strengthen its market position. This move aligned with Under Armour‘s goal to compete more directly with Nike and Adidas in the premium athletic wear space.
Target‘s Athletic Wear Revolution
In response to Under Armour‘s exit, Target developed something remarkable. The retailer launched All in Motion, which has become a phenomenal success story in the athletic wear market. This private label brand generated over $1 billion in sales during its first year – a milestone that took Under Armour nearly a decade to achieve.
Deep Dive: All in Motion vs. Under Armour
Let‘s examine how these brands compare across key factors:
Performance Technology
All in Motion incorporates advanced features previously found only in premium brands:
- Moisture-wicking materials that perform on par with Under Armour‘s technology
- Four-way stretch fabrics that maintain shape through multiple washes
- UV protection integrated into the fabric structure
- Antimicrobial treatments for odor control
Material Quality
Independent testing shows All in Motion materials matching or exceeding Under Armour in several areas:
- Fabric durability during high-intensity workouts
- Color retention after repeated washing
- Stretch recovery and shape maintenance
- Breathability during exercise
Price Point Analysis
The pricing strategy reveals significant differences:
Men‘s Training Shorts:
All in Motion ranges from $18-25
Under Armour typically costs $35-50
Women‘s Performance Leggings:
All in Motion prices at $25-35
Under Armour starts at $50 and can exceed $70
The Retail Experience
Shopping for athletic wear at Target offers distinct advantages:
Store Layout and Accessibility
Target stores feature intuitive layouts with athletic wear typically positioned near the entrance. The fitting rooms are spacious and well-lit, allowing customers to properly evaluate how the clothing performs in motion.
Digital Integration
Target‘s app provides detailed product information, including:
- Real-time inventory checking
- Size availability across stores
- Customer reviews and ratings
- Product care instructions
Where to Find Under Armour
For those specifically seeking Under Armour products, several retailers offer extensive selections:
Specialty Sports Retailers
Dick‘s Sporting Goods and Academy Sports provide dedicated Under Armour sections with trained staff who can offer product-specific guidance.
Department Stores
Kohl‘s, Macy‘s, and JCPenney maintain significant Under Armour inventory with regular promotional offerings.
Online Marketplaces
Amazon and eBay feature wide selections, though customers should verify seller authenticity.
Market Impact and Consumer Behavior
Research shows interesting patterns in consumer behavior since Under Armour‘s exit from Target:
Brand Loyalty Shifts
A recent retail study indicated that 75% of former Target-Under Armour customers switched to All in Motion, citing comparable quality and better value.
Customer Satisfaction
All in Motion maintains a 4.5/5 customer satisfaction rating, matching Under Armour‘s scores while offering products at lower price points.
Sustainability and Social Responsibility
Both brands approach sustainability differently:
All in Motion
- Uses recycled materials in 85% of products
- Implements water-saving manufacturing processes
- Features eco-friendly packaging
Under Armour
- Focuses on sustainable innovation in premium products
- Develops long-lasting materials to reduce replacement frequency
- Invests in renewable energy for manufacturing
Making an Informed Decision
Consider these factors when choosing athletic wear:
Performance Needs
Assess your specific athletic requirements. Both brands offer appropriate options for various activity levels.
Budget Considerations
Factor in long-term value rather than just initial cost. All in Motion often provides better value for everyday athletes.
Shopping Convenience
Consider how often you need to replace items and how easily you can access the stores.
The Future of Athletic Wear Retail
The athletic wear market continues to evolve:
Technology Integration
Both Target and Under Armour are investing in smart fabrics and performance-tracking capabilities.
Customization
Brands are moving toward personalized fits and styles based on customer data.
Distribution Channels
Retail partnerships are becoming more strategic, with brands focusing on specific channel strengths.
Expert Shopping Tips
As a retail professional, here‘s my advice for athletic wear shopping:
- Try before you buy whenever possible
- Read care instructions carefully
- Consider your primary use case
- Look for seasonal sales patterns
- Compare price per wear rather than just initial cost
Final Thoughts
While Target doesn‘t sell Under Armour, they‘ve created something potentially more valuable – a high-quality, accessible athletic wear brand that meets most consumers‘ needs. The success of All in Motion demonstrates that premium quality doesn‘t always require premium pricing.
Whether you choose Target‘s offerings or seek out Under Armour at other retailers, understanding these market dynamics helps you make better purchasing decisions. The athletic wear market continues to evolve, and smart shoppers stay informed about their options.
Remember, the best athletic wear is the one that fits your needs, budget, and lifestyle – regardless of the brand name on the label.