Industry Context — Common BS Fingerprints in Fashion, Apparel & Accessories
Under Armour
(https://underarmour.com) 📸 Data Snapshot: May 24, 2026Analyze the raw signals below. How would a machine score this business’s credibility?
Here are the exact signals captured from up to six pages of the site — the same raw inputs the evaluation engine analyzed. They are grouped by signal type so you can weigh each the way the machine does.
🏗️ Semantic Structure — heading hierarchy & page identity (Info Density · Commodity Fingerprint)
HOMEPAGE Under Armour® Official Store | FREE Shipping Available (https://underarmour.com)
Under Armour® Official Store | FREE Shipping Available
Under Armour builds game-changing sportswear, athletic shirts, shoes and more. FREE SHIPPING available and FREE returns on workout clothes, shoes, and gear.
NAV_HEADER_HEADING_REPEATED_BODY World's Most Innovative Tees | Under Armour (https://underarmour.com/en-us/c/mens/clothing/performance-shirts/)
World's Most Innovative Tees | Under Armour
Shop World's Most Innovative Tees on the Under Armour official website. Find men's tops built to make you better — FREE shipping available in the USA.
NAV_HEADER_HEADING_REPEATED_BODY Discover | Under Armour (https://underarmour.com/en-us/t/discover-under-armour/)
Discover | Under Armour
Shop Discover on the Under Armour official website. Find discover built to make you better — FREE shipping available in the USA.
NAV_HEADER_HEADING_REPEATED_BODY New Releases – Athletic Clothes, Shoes & Gear | Under Armour (https://underarmour.com/en-us/c/new-arrivals/)
New Releases – Athletic Clothes, Shoes & Gear | Under Armour
Shop New Releases – Athletic Clothes, Shoes & Gear on the Under Armour official website. Find new arrivals built to make you better — FREE shipping available in the USA.
📝 The Narrative — clean text per page (Info Density · Semantic Coherence)
HOMEPAGE (https://underarmour.com) Under Armour® Official Store | FREE Shipping Available
NEW: THE BOUNCY TEEYou don’t need a workout shirt, and a rest day shirt, and a going out shirt. You just need this shirt—4-way stretch, quick-dry tech, and fabric that looks and feels like your dressiest cotton tee.Shop The Bouncy TeeShop Performance TeesWhat’s It Do? Everything.Born from our obsession with creating the next great t-shirt.Shop The Bouncy Tee [IMG: The Bouncy Tee] [IMG: The Bouncy Tee] IT'S BOUNCYJust touch it. That’s the ultra-smooth Peruvian Pima cotton blended with NEOL AST ™ for stretch, resiliency, and bounce-back shape retention.Shop Now [IMG: The Bouncy Tee] [IMG: The Bouncy Tee] LIGHT & BREATHABLEMade to feel great, wick sweat, and keep you cool—no matter what you're up to next.Shop Now [IMG: The Bouncy Tee] [IMG: The Bouncy Tee] WEAR IT EVERYWHEREFits and feels like your cleanest night-out tee, but still performs like Under Armour at the gym.Shop NowShow previous slideShow next slideJust-In Styles [IMG: The Bouncy Tee] [IMG: The Bouncy Tee] Shop Men [IMG: UA Vanish Woven 3in Shorts] [IMG: UA Vanish Woven 3in Shorts] Shop Women [IMG: UA HG Armour 3/4 Leggings] [IMG: UA HG Armour 3/4 Leggings] Shop Kids [IMG: UA Arc 96] [IMG: UA Arc 96] Shop Shoes [IMG: SS26_Q2_BouncyTee_Launch_M_ATT_HP_HeroType_MB_9_1_1] [IMG: SS26_Q2_BouncyTee_Launch_M_ATT_HP_HeroType_MB_2_1] [IMG: The Bouncy Tee] [IMG: The Bouncy Tee] The Bouncy TeeFOR EVERYWHERE, EVERYDAY.Looks like your nicest cotton tee. Works like your best gym gear.Shop Now [IMG: UA HG Elite Comp SS] [IMG: UA HG Elite Comp SS] HeatGear® EliteFOR HIGH-INTENSITY COMPETITIONLegendary compression that keeps you cool under pressure.Shop Now [IMG: Vanish Energy SS] [IMG: Vanish Energy SS] UA VanishFOR EVERYDAY TRAININGLight, sweat-wicking, and designed to make distractions disappear.Shop Now [IMG: UA Tech 2.0 SS Tee] [IMG: UA Tech 2.0 SS Tee] UA Tech™FOR WARM WEATHER TRAININGOur top-rated performance tee, no matter what you’re training for.Shop Now [IMG: UA M HW OS LOGO WASH SS] [IMG: UA M HW OS LOGO WASH SS] UA HeavyweightFOR OFF-THE-CLOCK WEARA boxy, beyond comfortable fit with a true vintage feel.Shop NowShow previous slideShow next slide [IMG: SS26_Q2_BouncyTee_Launch_M_ATT_HP_HeroType_MB_9_1_2] [IMG: SS26_Q2_BouncyTee_Launch_M_ATT_HP_HeroType_MB_7_2] Explore More InnovationsBuilt to solve real athletes’ problems.UA StealthFormWashable. Packable. Uncrushable. With over 500 5-star reviews.Shop Now [IMG: M UA Boxerjock BallBag 6in] [IMG: M UA Boxerjock BallBag 6in] UA Boxerjock® BallbagMore room for your equipment.Shop Now [IMG: No Weigh BP DF] [IMG: No Weigh BP DF] No Weigh DuffleFeels like nothing, carries everything.Shop NowUA SlipSpeed™The only shoes with 2 modes. Heel up for sport mode, heel down for chill mode.Shop Now [IMG: HeatGear Elite Shorty] [IMG: HeatGear Elite Shorty] HeatGear® EliteLegendary compression that keeps you cool under pressure.Shop NowShow previous slideShow next slide
SUB-PAGE (https://underarmour.com/en-us/c/mens/clothing/performance-shirts/) World's Most Innovative Tees | Under Armour
[H2] What's It Do? Everything. You don’t need a workout shirt, and a rest day shirt, and a going out shirt. You just need this shirt—4-way stretch, quick-dry tech, and fabric that looks and feels like your dressiest cotton tee.Shop The Bouncy Tee [IMG: The Bouncy Tee] Save this item+3new [H3] The Bouncy TeeMen's Short Sleeve $65Price: $65 [IMG: UA Tech™ 2.0] Save this item+10 [H3] UA Tech™ 2.0Men's Short Sleeve $25$19.99Original price: $25, Sale price: $19.99Limited Time: $5 Off [IMG: UA Tech™ Textured] Save this item+13New Colors [H3] UA Tech™ TexturedMen's Short Sleeve $25$19.99Original price: $25, Sale price: $19.99Limited Time: $5 Off [IMG: UA Vanish Energy] Save this item+11New Colors [H3] UA Vanish EnergyMen's Short Sleeve $45Price: $45Shop The Bouncy Tee [IMG: UA Tech™] Save this item+6New Colors [H3] UA Tech™Men's Short Sleeve $25$19.99Original price: $25, Sale price: $19.99Limited Time: $5 Off [IMG: HeatGear® OG Compression] Save this item+5 [H3] HeatGear® OG CompressionMen's Short Sleeve $35Price: $35 [IMG: HeatGear®] Save this item+20 [H3] HeatGear®Men's Compression Short Sleeve $30Price: $30 [IMG: HeatGear® Compression] Save this item+3 [H3] HeatGear® CompressionMen's Mock Short Sleeve $35Price: $35 [IMG: UA Vanish Energy Printed] Save this item+4New Colors [H3] UA Vanish Energy PrintedMen's Short Sleeve $45Price: $45 [IMG: HeatGear® Elite] Save this item+5new [H3] HeatGear® EliteMen's Compression Short Sleeve $50Price: $50Shop HeatGear® Elite [IMG: UA Heavyweight Logo Wash] Save this item+7New Colors [H3] UA Heavyweight Logo WashMen's Oversized Short Sleeve $45Price: $45 [IMG: UA Tech™ Vent] Save this item+9New Colors [H3] UA Tech™ VentMen's Short Sleeve $35$29.99Original price: $35, Sale price: $29.99Limited Time: $5 Off [IMG: HeatGear® Elite] Save this item+5new [H3] HeatGear® EliteMen's Compression Mock Short Sleeve $50Price: $50Shop UA Vanish [IMG: HeatGear® Elite] Save this item+2new [H3] HeatGear® EliteMen's Compression Crop Short Sleeve $50Price: $50 [IMG: HeatGear® Fitted] Save this item+1 [H3] HeatGear® FittedMen's Short Sleeve $35Price: $35 [IMG: UA Tech™ 2.0 Tiger] Save this item [H3] UA Tech™ 2.0 TigerMen's Short Sleeve $25$18.97Original price: $25, Sale price: $18.97Extra 50% Off with code MDW [IMG: UA Meridian] Save this item+4New Colors [H3] UA MeridianMen's Short Sleeve $60Price: $60 [IMG: UA Vanish Elite Seamless] Save this item+2 [H3] UA Vanish Elite SeamlessMen's Short Sleeve $65Price: $65 [H2] Performance Shirts Built for All Workouts You’re going to put the work in again and again. Our men’s performance shirts will help you get you through any workout. Burpees? Check. Heavy lifts? Got it. Practice on the turf or field? We got you. Find Under Armour performance shirts that wick sweat quickly so you’re staying dry through your toughest sessions. Plus, they stretch comfortably so you move better in every direction. You can even find seamless athletic shirts and performance T-shirts that help prevent chafing. We have men’s performance shirts for all seasons. When hot weather comes, prep with one of our HeatGear® performance T-shirts. HeatGear® is our original performance baselayer—the one you put on first and take off last. For colder temps, turn to ColdGear®. With ColdGear® there's never an off-season. You feel more comfortable, more focused, and ready for anything.If you’re looking for more breathability to stay as cool as you can, look for moisture-wicking men’s performance shirts in our UA Vanish collection. UA Vanish performance shirts are made seamless where you need it the most, meaning there’s less chafing and rubbing, and extra breathability with mesh placed where you need it the most. Check out performance shirts built with our original performance fabric, UA Tech™. UA Tech™ shirts are fast-drying, loose-fitting, and are soft to give them a more natural feel. Pair your sweat-wicking shirt with our joggers and men’s shorts that keep you just as comfortable, dry, and cool.Back to Top [IMG: Back to Top]
SUB-PAGE (https://underarmour.com/en-us/t/discover-under-armour/) Discover | Under Armour
New At Under ArmourConsider this your Under Armour Starter kit. Discover the latest must-have products and innovative tech that you never knew you needed and won’t be able to live without.Men’s Latest Drops [IMG: The Bouncy Tee] [H3] The Bouncy TeeMen's Short Sleeve $65Price: $65 [IMG: HeatGear® Elite] [H3] HeatGear® EliteMen's Compression Short Sleeve $50Price: $50 [IMG: UA Vanish Elite] [H3] UA Vanish EliteMen's 2-in-1 Shorts $70Price: $70 [IMG: UA Velociti Pace] [H3] UA Velociti PaceMen's Running Shoes $100Price: $100 [IMG: UA ArmourDry Jacquard] [H3] UA ArmourDry JacquardMen's Polo $85Price: $85 [IMG: UA Drive] [H3] UA DriveMen's 8" Shorts $70Price: $70 [IMG: UA Drive Pro Clone Spikeless] [H3] UA Drive Pro Clone SpikelessMen's Golf Shoes $160Price: $160 [IMG: UA StealthForm High Spieth] [H3] UA StealthForm High SpiethUnisex Adjustable Cap $55Price: $55Show previous slideShow next slideShop AllWomen’s Latest Drops [IMG: UA Meridian Support] [H3] UA Meridian SupportWomen's Tank $65Price: $65 [IMG: UA Meridian] [H3] UA MeridianWomen's Ankle Leggings $85Price: $85 [IMG: UA Velociti SPD 5] [H3] UA Velociti SPD 5Women's Running Shoes $130Price: $130 [IMG: UA Velociti Elite] [H3] UA Velociti EliteWomen's Crop Tank $70Price: $70 [IMG: UA Velociti Elite] [H3] UA Velociti EliteWomen's Shorts $70Price: $70 [IMG: UA Velociti Elite 3] [H3] UA Velociti Elite 3 'Sharon Lokedi' PEUnisex Running Shoes $250Price: $250Show previous slideShow next slideShop AllThe Bouncy Tee: The Newest UA InnovationWHAT’S IT DO? EVERYTHING.Meet the tee multi-platinum artist Gunna reaches for. The brand new Bouncy Tee is built to keep up—outdoors, onstage, and everywhere else.Shop The Bouncy TeeShop Performance TeesExplore Our Latest InnovationsInnovations built to solve real athletes' problems? That’s how our founder, Kevin Plank, created our very first product back in ‘96. And it’s still the way we go about changing the game today. Real athletes. Real problems. Real innovations. [IMG: SS26_Q2_BostonMarathon_Champion_COG_WYF_InGrid_4_5] [IMG: SS26_Q2_BostonMarathon_Champion_COG_WYF_InGrid_4_5] UA VelocitiThe shoe that won Boston.Shop Velociti Elite 3 [IMG: UA Halo Trainer] [IMG: UA Halo Trainer] UA VanishTraining gear engineered to outperform.Shop Vanish [IMG: Meridian Novelty Ankle Leg] [IMG: Meridian Novelty Ankle Leg] UA MeridianComfortable, sweat-wicking sets in new colors for spring.Shop MeridianShow previous slideShow next slide [IMG: M UA Boxerjock BallBag 6in] [IMG: M UA Boxerjock BallBag 6in] Boxerjock® BallbagMore room for your equipment.Shop UA Boxerjock® [IMG: No Weigh BP DF] [IMG: No Weigh BP DF] No Weigh DuffleFeels like nothing, carries everything.Shop No Weigh [IMG: UA Drive Tapered Pant] [IMG: UA Drive Tapered Pant] UA Drive Pro CloneThis adaptive golf shoe fits like it was made for your foot.Shop UA Drive Pro CloneShow previous slideShow next slideShop New Arrivals [IMG: UA 96 Terrace Country Jsy] [IMG: UA 96 Terrace Country Jsy] Shop Men [IMG: UA Vanish Woven 3in Shorts] [IMG: UA Vanish Woven 3in Shorts] Shop Women [IMG: UA HG Armour 3/4 Leggings] [IMG: UA HG Armour 3/4 Leggings] Shop Kids [IMG: UA HB-LO] [IMG: UA HB-LO] Shop ShoesShow previous slideShow next slideBEST ROSTER IN THE GAMEThere's a reason these pros rely on our gear when the game is on the line. [IMG: FW25_Q4_ProjectRedZone_NewToUA_FootballSquad_3_1] [IMG: FW25_Q4_ProjectRedZone_NewToUA_FootballSquad_1_1] HeatGear® As Seen On The UA Football Squad The boys love our iconic under-uniform layer.Shop HeatGear® [IMG: FW25_Q4_ProjectRedZone_NewToUA_JoinTheSquad_7_1] [IMG: FW25_Q4_ProjectRedZone_NewToUA_JoinTheSquad_2_1] Earn 5 points for every $1 spent. Unlock exclusive perks like sweepstakes entries, early access to drops, $ off your order, and more.Join UA Rewards
SUB-PAGE (https://underarmour.com/en-us/c/new-arrivals/) New Releases – Athletic Clothes, Shoes & Gear | Under Armour
[IMG: UA Halo Trainer] [IMG: UA Halo Trainer] Men [IMG: UA Vanish Woven 3in Shorts] [IMG: UA Vanish Woven 3in Shorts] Women [IMG: UA HG Armour 3/4 Leggings] [IMG: UA HG Armour 3/4 Leggings] Kids [IMG: UA Arc 96] [IMG: UA Arc 96] ShoesShow previous slideShow next slide [IMG: The Bouncy Tee] Save this item+3new [H3] The Bouncy TeeMen's Short Sleeve $65Price: $65 [IMG: UA Velociti Distance] Save this item+5new [H3] UA Velociti DistanceMen's Running Shoes $160Price: $160 [IMG: UA Velociti Pace] Save this item+3new [H3] UA Velociti PaceMen's Running Shoes $100Price: $100 [IMG: UA Nova SlipSpeed™] Save this item+7 [H3] UA Nova SlipSpeed™Unisex Shoes $120Price: $120 [IMG: UA Halo Trainer] Save this item+5 [H3] UA Halo TrainerUnisex Training Shoes $150Price: $150 [H2] What’s It Do? Everything. With 4-way stretch, and a breathable fabric that looks and feels like your dressiest cotton tee, this is the only shirt you'll need.Shop The Bouncy Tee [IMG: UA Tech™ 2.0] Save this item+10 [H3] UA Tech™ 2.0Men's Short Sleeve $25$19.99Original price: $25, Sale price: $19.99Limited Time: $5 Off [IMG: UA Fly-By] Save this item+15New Colors [H3] UA Fly-ByWomen's 3" Shorts $30$24.99Original price: $30, Sale price: $24.99Limited Time: $5 Off [IMG: UA Velociti Pace] Save this item+2 [H3] UA Velociti PaceWomen's Running Shoes $100Price: $100 [IMG: HeatGear®] Save this item+20 [H3] HeatGear®Men's Compression Short Sleeve $30Price: $30 [IMG: UA Velociti Elite 3] Save this item+2 [H3] UA Velociti Elite 3 'Sharon Lokedi' PEUnisex Running Shoes $250Price: $250 [IMG: UA Vanish Woven 2.0] Save this item+11 [H3] UA Vanish Woven 2.0Men's 6" Shorts $50Price: $50 [IMG: UA Vanish Energy] Save this item+11New Colors [H3] UA Vanish EnergyMen's Short Sleeve $45Price: $45 [IMG: HeatGear®] Save this item+4new [H3] HeatGear®Women's Leggings $50Price: $50 [IMG: UA Tech™ Textured] Save this item+13New Colors [H3] UA Tech™ TexturedMen's Short Sleeve $25$19.99Original price: $25, Sale price: $19.99Limited Time: $5 Off [IMG: UA Charged+ Assert 11] Save this item+3 [H3] UA Charged+ Assert 11Boys' Pre-School Running Shoes $55$44.99Original price: $55, Sale price: $44.99Limited Time: $10 Off [IMG: UA Tech™] Save this item+6New Colors [H3] UA Tech™Men's Short Sleeve $25$19.99Original price: $25, Sale price: $19.99Limited Time: $5 Off [IMG: UA Reign XT] Save this item+3new [H3] UA Reign XTMen's Training Shoes $130Price: $130 [IMG: Crossback Mid] Save this item+4 [H3] Crossback MidWomen's Sports Bra $35Price: $35 [IMG: UA Echo SlipSpeed™] Save this item+6 [H3] UA Echo SlipSpeed™Unisex Shoes $150Price: $150 [IMG: UA Tech™ Mesh] Save this item+5New Colors [H3] UA Tech™ MeshBoys' Shorts $20$14.99Original price: $20, Sale price: $14.99Limited Time: $5 Off [IMG: UA Tech™ Twist] Save this item+6New Colors [H3] UA Tech™ TwistWomen's V-Neck Short Sleeve $25$19.99Original price: $25, Sale price: $19.99Limited Time: $5 Off [IMG: HeatGear® Shorty] Save this item+9New Colors [H3] HeatGear® ShortyWomen's 3" Shorts $33Price: $33 [IMG: UA Tech™ Logo] Save this item+6New Colors [H3] UA Tech™ LogoBoys' Shorts $20$14.99Original price: $20, Sale price: $14.99Limited Time: $5 Off [H2] New Arrivals in Clothing & Shoes From crossovers that lead to a bucket, game-winning goals on the pitch, breaking PRs in the gym or training for a race, to clothes you want to wear just about everywhere, Under Armour new arrivals in clothing and shoes are built to make you better. New shoe releases from basketball shoes, to training shoes, and laid-back sportswear shoes all come with cushioning, tech, and more that keep you comfortable with every step. New athletic clothing from our collections like Curry Brand and Project Rock represent the grind you’re on. New Under Armour clothing with HeatGear®, ColdGear®, and other game-changing fabrics let you put the work in no matter the weather, the place, or the challenge. Running shoes, water-resistant jackets, new graphic T’s—these are just a few of the new arrivals we’ve got to help you keep pushing forward. Give your workout a boost with our latest and greatest new gear. Running or training outside? Look for new athletic clothing that keeps you comfortable and dry in any weather. Hats that wick away sweat and keep your head cool. Jackets with UA Storm tech that repels water, plus those with reflective details to keep you more visible in dark lighting runs. We’ve got new shoe releases with cushioning that works for a soft stride while returning energy. Training in the gym? We’ve got lightweight, durable athletic shoes to take you through every workout, from HIIT to weightlifting. HeatGear® and ColdGear® baselayers protect from the elements while keeping you cool in the heat and warm in the cold. Find comfort for when you’re outside of the gym, too, in plenty of Under Armour new arrivals like fleece hoodies and joggers. Shop new shoe releases for everyday wear that keep your feet light, fresh, and comfortable in plenty of colorways and styles. Find the best men’s and women’s new athletic clothing that keeps you fresh, all built to make you better.Back to Top [IMG: Back to Top]
🛡️ Trust Signals — reviews, proof links, trust-theatre flag (Trust & Proof)
| Page | Reviews | Proof links |
|---|---|---|
| / (home) | 10 | 2 |
| /en-us/c/mens/clothing/performance-shirts/ | 39 | 2 |
| /en-us/t/discover-under-armour/ | 6 | 2 |
| /en-us/c/new-arrivals/ | 39 | 2 |
🔗 Identity & Technical Layer — schema JSON-LD: identity chains, entity gaps (Identity & Authority)
Homepage schema
[
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "Under Armour",
"alternateName": "UA",
"url": "https://www.underarmour.com/en-us/",
"logo": "https://www.underarmour.com/images/seo/logo.svg",
"contactPoint": {
"@type": "ContactPoint",
"telephone": "1-888-727-6687",
"contactType": "customer service",
"contactOption": "TollFree",
"areaServed": "US",
"availableLanguage": "en"
},
"sameAs": [
"https://www.facebook.com/UnderArmour/",
"https://twitter.com/UnderArmour",
"https://www.instagram.com/underarmour/",
"https://www.youtube.com/user/underarmour"
]
},
{
"@context": "https://schema.org",
"@type": "WebPage",
"@id": "https://www.underarmour.com/en-us#webpage",
"name": "Under Armour® Official Store | FREE Shipping Available",
"url": "https://www.underarmour.com/en-us",
"inLanguage": "en-US",
"publisher": {
"@type": "Organization",
"name": "Under Armour",
"url": "https://www.underarmour.com/"
},
"speakable": {
"@type": "SpeakableSpecification",
"cssSelector": [
"section[class*='HeroMini']",
"section[class*='LoyaltyOverlay']",
"[class*='PromoBanner'] [class*='promo-banner-message']"
]
}
},
{
"@context": "https://schema.org",
"@type": "WebSite",
"url": "https://www.underarmour.com/en-us/",
"potentialAction": {
"@type": "SearchAction",
"target": {
"@type": "EntryPoint",
"urlTemplate": "https://www.underarmour.com/en-us/search?q={search_term_string}"
},
"query-input": "required name=search_term_string"
}
}
]
/en-us/c/mens/clothing/performance-shirts/
[
{
"@context": "https://schema.org",
"@type": "WebPage",
"@id": "https://www.underarmour.com/en-us/en-us/products/none/mens/clothing/performance-shirts#webpage",
"name": "World's Most Innovative Tees | Under Armour",
"url": "https://www.underarmour.com/en-us/en-us/products/none/mens/clothing/performance-shirts",
"inLanguage": "en-US",
"publisher": {
"@type": "Organization",
"name": "Under Armour",
"url": "https://www.underarmour.com/"
},
"speakable": {
"@type": "SpeakableSpecification",
"cssSelector": [
"section[class*='HeroMini']",
"section[class*='LoyaltyOverlay']",
"[class*='PromoBanner'] [class*='promo-banner-message']",
"[class*='BrowserHeader_title'] h1",
"[class*='ProductTile'] section",
".module__copyarea"
]
}
},
{
"@context": "https://schema.org",
"@type": "BreadcrumbList",
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"name": "Men",
"item": "https://www.underarmour.com/en-us/c/mens/"
},
{
"@type": "ListItem",
"position": 2,
"name": "Shirts & Tops",
"item": "https://www.underarmour.com/en-us/c/mens/clothing/tops/"
},
{
"@type": "ListItem",
"position": 3,
"name": "World's Most Innovative Tees",
"item": "https://www.underarmour.com/en-us/c/mens/clothing/performance-shirts/"
}
]
}
]
/en-us/c/new-arrivals/
[
{
"@context": "https://schema.org",
"@type": "WebPage",
"@id": "https://www.underarmour.com/en-us/en-us/products/none/new-arrivals#webpage",
"name": "New Releases - Athletic Clothes, Shoes & Gear | Under Armour",
"url": "https://www.underarmour.com/en-us/en-us/products/none/new-arrivals",
"inLanguage": "en-US",
"publisher": {
"@type": "Organization",
"name": "Under Armour",
"url": "https://www.underarmour.com/"
},
"speakable": {
"@type": "SpeakableSpecification",
"cssSelector": [
"section[class*='HeroMini']",
"section[class*='LoyaltyOverlay']",
"[class*='PromoBanner'] [class*='promo-banner-message']",
"[class*='BrowserHeader_title'] h1",
"[class*='ProductTile'] section",
".module__copyarea"
]
}
},
{
"@context": "https://schema.org",
"@type": "BreadcrumbList",
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"name": "New & Featured",
"item": "https://www.underarmour.com/en-us/c/new-arrivals/"
}
]
}
]
Your Diagnosis
Before revealing the machine’s verdict, predict the BS score for each signal. Higher = more BS (more fluff, less verifiable substance). Drag each slider, then submit to compare your judgment against the engine.
Stuck? Reveal the heuristic lens — how the deterministic page-auditor reads each signal (no AI, pure pattern rules)
These are the structural rules a local, deterministic auditor applies — the same lens you can use to judge each signal. They describe what to look for, not this company’s result.
Classify each sentence as substantive or hollow. Grounding markers — numbers, currencies, dates, technical units, named entities — outweigh marketing adjectives. When fluff sits right next to hard evidence, the fluff is forgiven.
Pull the main entities out of the H1, then check whether they actually recur through the body. A page that announces one thing and then talks about another drifts. Headings with no real sentences underneath read as pseudo-substance.
Count trust words (review, testimonial, rating, verified) against real outbound proof links (Google, Trustpilot, Clutch, G2, Yelp). Lots of trust language with zero verification links is trust theatre. Unlinked logo galleries count against it.
Look at how much sentence length varies. Natural writing varies its rhythm; templated or mass-produced copy is statistically uniform. Very low variation reads as commodity content — unless unique named entities break the pattern.
Inspect the JSON-LD. Is there an Organization or Person schema, and does it carry sameAs links to real external profiles (LinkedIn, socials)? Missing schema or no identity declaration signals an anonymous entity.
Want to apply this lens yourself? The free BS Indicator Chrome extension runs these heuristic checks live on any page. Bear in mind it is a single-page, deterministic tool — it relies only on pattern rules for the page in front of it and does not perform the cross-page semantic correlation this audit uses, so its readout is a starting lens, not the full verdict.
Based on 2934 businesses audited.
Under Armour has 15.7 points less BS than the average for Fashion, Apparel & Accessories.
Fashion, Apparel & Accessories BS: Under Armour (underarmour.com)
Under Armour manages to keep its BS score low by leaning into proprietary technical specifications and material science rather than generic lifestyle fluff. While it uses the typical ‘innovative’ power words of a global apparel giant, it backs them up with actual product-level differentiation like SlipSpeed and NEOLAST. The only significant BS detected is the discrepancy between its technical review metadata and its aggressive marketing review claims.
First, synchronize the review counts in the schema JSON with the marketing copy to eliminate the trust gap regarding ‘500 5-star reviews.’ Second, implement a clear H1 tag on the homepage to fix the technical authority gap. Third, add a dedicated ‘Innovation Lab’ or ‘Material Science’ page that provides the technical protocols or lab data behind claims like ‘World’s Most Innovative’ to move them from fluff to substance. Finally, reduce the repetition of the ‘What’s It Do? Everything’ heading, replacing it with specific performance metrics on sub-pages.
The website is a textbook example of the Fashion, Apparel & Accessories industry, specifically focusing on high-performance athletic gear. The content consistently references garment construction, material science like Pima cotton, and athletic use cases which aligns perfectly with the identified category.
“The score of 29 is primarily driven by the 'Trust and Proof' pillar (9 points) due to the mismatch between on-page review claims and metadata reality. Information Density (10 points) contributed due to high heading fluff saturation like 'World's Most Innovative Tees.' The brand's technical specificity and consistent semantic alignment across pages kept the total score within the 'Low BS' range.”
This training module utilizes a snapshot of public data from Under Armour, captured on May 24, 2026, to demonstrate how machine logic evaluates different types of business narratives.
Purpose: This data is presented under “Fair Use” / “Educational Exception” for the purpose of forensic semantic analysis, allowing users to compare human intuition against machine-generated evaluations.
Notice to Under Armour: This analysis is part of a non-adversarial audit conducted by 1 Euro SEO. The results provided by 1EuroSEO are intended as professional feedback to help improve any website’s machine-readability and authority signals. The 1EuroSEO BS Detection Tool is a free tool, and anyone can test any company to see how their content is interpreted by AI models.
Any company can use the insights for free and improve its voice by comparing it to industry clichés or competitors. When a company has updated its content, it can always submit a new audit request, which will be reflected in a new current score.
To all users: You are encouraged to visit the live site at https://underarmour.com to view the most current version of its content and learn from the source what this company is about and what it offers.