As an avid fitness enthusiast and experienced retail industry analyst, I‘ve been closely following the evolution of the activewear market over the past decade. Two of the biggest players in this space are Target, the famed discount department store, and Under Armour, one of the world‘s leading performance athletic brands.
While these two retail titans may seem like an unlikely pair, they were actually joined in an official partnership for several years. However, as of 2022, Target no longer sells Under Armour products in its stores or on Target.com. In this article, I‘ll provide an in-depth look at what happened between Target and Under Armour, and what it means for shoppers seeking high-quality activewear at affordable prices.
The Target-Under Armour Partnership: A Timeline
The relationship between Target and Under Armour dates back to 2017, when the two companies announced a deal to sell an exclusive line of Under Armour activewear in Target stores and online. At the time, it marked Under Armour‘s first major foray into the department store space. Here‘s a timeline of key events:
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July 2017: Target and Under Armour announce a partnership to create an exclusive UA apparel and accessory line for men, women, and kids starting in 2018.
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March 2018: Under Armour begins selling in Target stores and on Target.com. Initial assortment includes training, running, and lifestyle apparel.
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July 2019: Target expands Under Armour offerings to include performance footwear and cleats.
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October 2020: Target launches its own private label activewear brand, All in Motion.
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May 2021: Under Armour announces it will end the partnership with Target by 2022 to focus on its own direct-to-consumer business.
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Early 2022: Under Armour products are officially pulled from Target stores and website.
The partnership lasted roughly four years before Under Armour decided to shift its strategic focus. In a 2021 statement, Under Armour CEO Patrik Frisk explained the move:
"We are committed to increasing premiumization of the Under Armour brand by elevating and segmenting our product lines and distribution. While we appreciate the successful partnership with Target, we believe moving on is the right decision to support our brand strategy."
How Did the Partnership Affect Business?
From a financial perspective, the Target deal didn‘t move the needle much for Under Armour. According to Under Armour‘s SEC filings, sales to Target accounted for less than 3% of total revenue in 2019 and 2020. Target never disclosed specific sales figures for Under Armour but called out the brand as a strong performer in quarterly earnings calls.
For Target, the impact was also relatively minimal. The retailer reported record revenue of $92.4 billion in fiscal 2020, driven largely by booming ecommerce sales and strong growth in categories like home goods, electronics, and beauty. Activewear was less of a priority.
However, there‘s no doubt that Under Armour‘s departure left a gap in Target‘s activewear assortment. To fill it, Target has bet big on its own private label brand, All in Motion…
Target All in Motion vs. Under Armour: How Do They Compare?
Launched in January 2020, Target‘s All in Motion activewear line has quickly become a breakout hit, surpassing $1 billion in sales in its first year according to the retailer. Target has positioned All in Motion as a high-quality, inclusive alternative to pricey sports brands. But how does it really stack up to premium labels like Under Armour? Let‘s compare the two brands across a few key criteria:
Quality and Performance
Under Armour is known for its state-of-the-art fabrics and innovative technologies designed to enhance athletic performance. Signature materials include:
- HeatGear: Ultra-lightweight fabric that wicks sweat and regulates body temperature
- ColdGear: Dual-layer fabric that keeps athletes warm in cold weather
- UA RUSH: Mineral-infused fabric designed to reflect energy back to the body
All in Motion also boasts several performance technologies and fabrics:
- SmartTemp: Breathable material that adapts to body temperature
- UPF50+: Protects against 98% of the sun‘s UV rays
- Secure Pockets: Drop-in and/or zip pockets for essentials
- Four-Way Stretch: Flexible fabric that moves with the body
While All in Motion‘s specs sound similar to Under Armour‘s on paper, there are differences in construction and material quality. Under Armour uses higher-end technical fabrics and manufacturing processes given its positioning as a premium sports brand. All in Motion‘s focus is more on comfort, versatility, and affordability.
Price
This is where the two brands diverge the most. Under Armour is decidedly a premium label, with performance apparel priced in the $50-$100 range. For example, a men‘s short-sleeve UA training shirt is currently priced at $45 on Underarmour.com. The brand‘s footwear ranges from $60 for slides to $140+ for running and basketball sneakers.
In contrast, All in Motion aims for budget-friendly prices across the board. Men‘s tees start at $12, shorts at $16, and hoodies at $25. The brand‘s new "Premium" collection tops out at $47 for a jacket—roughly where Under Armour‘s prices begin.
Here‘s a head-to-head price comparison of similar items from each brand:
| Item | Under Armour | All in Motion |
|---|---|---|
| Men‘s T-Shirt | $30 | $10 |
| Men‘s Shorts | $45 | $18 |
| Men‘s Joggers | $65 | $32 |
| Women‘s Leggings | $60 | $28 |
| Women‘s Sports Bra | $40 | $18 |
As you can see, All in Motion offers considerable savings compared to Under Armour—often 40-50% less. For shoppers on a tight budget, those price differences can really add up.
Selection
Under Armour offers a massive range of activewear and gear for virtually every sport and activity, including niche categories like hunting, tactical, and collectible sports memorabilia. However, UA‘s assortment at Target was always more limited, focusing on core apparel and accessories.
All in Motion‘s product selection is relatively broad but not as deep as Under Armour‘s. The brand covers all the activewear essentials—tees, tanks, shorts, leggings, sports bras, jackets, etc.—in a variety of colors and sizes. There are also specific collections for popular activities like running, training, and yoga. Still, All in Motion doesn‘t have quite the same extensive range of sport-specific and technical gear as Under Armour.
Where Can You Buy Under Armour?
Now that Under Armour is no longer available at Target, you may be wondering where you can find the brand. The good news is that Under Armour is widely distributed across other retailers, both online and off. Here are some of the best places to shop for Under Armour activewear and shoes:
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Under Armour Stores: The brand operates about 150 retail stores across 35 states. Use the store locator to find one near you.
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Underarmour.com: The official Under Armour website offers the widest selection of gear for men, women, and kids. You‘ll also find web exclusives and limited edition products here. Shipping is free on orders over $60.
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Sporting Goods Stores: Major sports retailers like Dick‘s Sporting Goods, Academy Sports, and Hibbett Sports are go-to sources for Under Armour products. Selection and pricing may vary by location.
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Department Stores: You can find Under Armour at upscale department stores like Nordstrom, Dillard‘s, and Macy‘s. Kohl‘s also carries a large selection of Under Armour apparel, shoes, and accessories.
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Discount Retailers: While Under Armour has pulled out of Target, the brand still sells at other discount chains like TJ Maxx and Marshall‘s. These stores carry past-season closeouts and overstocked items at low prices.
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Online Sellers: In addition to UA‘s own site, you can shop a huge assortment of Under Armour gear through Amazon, Zappos, and Eastbay. Be sure to check for different colors, sizes, and prices across sites.
Tips for Saving on Premium Activewear
There‘s no getting around it: Under Armour and other high-end sports brands are expensive. But savvy shoppers can employ a few strategies to avoid paying full price. As a bargain-hunter myself, here are my top tips for finding the best activewear deals:
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Shop Seasonally: The best time to buy athletic apparel is between seasons. Look for end-of-summer and post-holiday sales when retailers are trying to clear out older inventory to make room for new products. Under Armour typically offers 25-40% off during its semi-annual sales.
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Join Loyalty Programs: Becoming a loyalty or rewards member at sporting goods stores and department stores can unlock exclusive discounts. For example, Dick‘s ScoreCard gives you 1 point for every dollar spent, which you can redeem for 5% off a future purchase. You‘ll also get special coupons and early access to sales. These programs are free to join.
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Use Deal Websites: Online deal aggregators like RetailMeNot, SlickDeals, and CNET Shopping have forums where users post the latest sales, promo codes, and special offers. Before buying any Under Armour product, search these sites for potential discounts at major retailers.
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Sign Up for Email/Texts: Many retailers will give you a one-time discount of 10-20% off when you sign up for marketing emails or text alerts. If you have a particular store or brand you shop often, it‘s worth subscribing to get deal notifications. Just be prepared for a lot of messages in your inbox.
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Use the Right Credit Card: If you spend a lot on activewear and gym gear, use a credit card that earns bonus rewards on those purchases. My personal picks: the American Express Blue Cash Preferred ($75/year) offers 6% cash back at U.S. department stores, while the Capital One Venture ($95/year) gives you 2X miles on all purchases. Those rewards can add up fast.
Final Thoughts
Target may have ended its partnership with Under Armour, but that doesn‘t mean you‘re out of options for finding high-quality, affordable activewear. With its on-trend designs and inclusive sizing, Target‘s All in Motion brand is a great budget-friendly alternative with many of the same performance features as pricier labels.
If you‘re committed to Under Armour, rest assured the brand is still widely available at many other popular retailers, both online and in-store. And by following the money-saving tips I‘ve outlined, you can even score some rare deals on UA‘s premium gear.
At the end of the day, the most important thing is to wear what makes you feel confident and comfortable as you get your sweat on. Whether you‘re sporting head-to-toe Under Armour or mixing it up with Target‘s All in Motion, remember that investing in your fitness is always a worthy splurge.
Disclosure: We may earn affiliate commissions from some of the retail links included in this article. Rest assured, we only recommend products we believe in and have personally vetted. Your purchases help support our work and keep this site ad-free.
