01
Expand product image sets (currently 1 per product, need 3+)
Weak image coverage reduces trust and makes products harder to evaluate.
+$17.1M/mo·35 products
×Under Armour, Inc.
Live audit · May 20, 2026www.underarmour.com5000 products · 35 sampledE-commerce
Under Armour, Inc.,
you're leaving $137.0M
on the table every year.
We audited 35 of your 5000 products. Your catalog scores 35/100 — top Footwear & Athletic brands hit 80. That gap is worth $11.4M/month in unrealized sales.
!
Since you opened this report, went to a competitor. $0.00
35/100
Sales at risk
$11.4M/mo
$137.0M/yr if unaddressed
Products to fix
35 of 5000
1% of catalog needs work
Time to fix
6d → 1m
Manual vs Dondo
19th percentile of 108 audited stores
The verdict
“You are currently 23 points below the industry average. While your physical products are world-class, your digital catalog is currently performing at the level of a startup, not a $5B global leader.”
Manual
47.8h/mo
$2.2K/mo
@ $45/hr · 47.8h
vs
Dondo
1 min
Included
Same result, automated
Where you're losing
Expand product image sets (currently 1 per product, need 3+)$17.1M/mo
Add missing product descriptions$8.2M/mo
Improve catalog SEO fields$5.7M/mo
Rewrite weak product titles$5.5M/mo
Conservative
$8.6M/mo
Moderate
$11.4M/mo
Aggressive
$17.1M/mo
Research-backed conversion impact rates
Descriptions: 10% conversion loss (Salsify 2024: 55% won't buy from poor content)Images: 15% conversion loss (Photoroom/Pixelz 2024: 58-100% sales increase with images)Titles: 5% revenue impact (15% CTR loss × 53% organic traffic share — FeedOps 2025)SEO: 5% organic traffic loss (BrightEdge 2025: 53% of traffic is organic)
Monthly online revenue of $114.2M based on reported annual revenue of $5.7B FY2024.
Formula: Sampled 35 of 35 products (×1 extrapolation). Losses combined multiplicatively: 1-(1-r₁)(1-r₂)(1-r₃)(1-r₄) to avoid double-counting.
Act 02 · Audience
Who you're talking to, and the gap between you.
Before we look at what's broken, we need to understand who reads your product pages and what they came for.
02 · 01 — Buyer
Meet Determined.
She's 55-65% of revenue of your revenue — and your product pages aren't answering her questions.
A 32-year-old competitive amateur athlete and fitness fanatic who trains 5-6 days a week. He identifies with the 'underdog' mentality and prioritizes high-performance technical specs over fashion. He is a frequent user of the MapMyRun ecosystem and relies on gear that can withstand high-intensity interval training and outdoor sessions in extreme weather.
Determined David
She walks in already thinking:
Sizing inconsistencies between different fits like 'Compression' vs 'Loose' making it risky to purchase without trying on.
Lack of technical documentation for high-ticket items like the $160 UA Velociti to justify the premium price over competitors.
Perceived risk of poor customer service response if technical gear fails or requires a return due to website glitches.
What she's trying to do:
Regulate core body temperature during high-intensity outdoor workouts to maintain peak performance levels.
Minimize physical distractions and chafing through moisture-wicking and high-compression fabric technology.
Acquire durable, high-impact footwear that supports specific athletic movements in sports like football or sprinting.
What pushes her to buy:
The onset of seasonal temperature shifts requiring dedicated HeatGear or ColdGear for outdoor training.
Receiving 'Early Access' notifications through the UA Rewards program for new performance footwear drops.
Replacement of high-mileage running shoes or worn-out training compression gear for a new competitive season.
Technical Information Void and Lack of Visual Proof
While David is driven by innovation, the catalog's 'Single Image Crisis' prevents him from inspecting stud patterns on cleats or the cushioning of the UA HOVR technology. Furthermore, the extremely brief titles like 'UA Tech 2.0' fail to communicate specific use cases or benefits, forcing him to research elsewhere. For a technical-minded buyer, the current absence of bulleted performance specs (weight, drop, material blend) for high-end shoes creates a barrier that often results in cart abandonment.
02 · 02 — Voice
Your brand voice, scored.
Technical InnovationFocusing on the engineering behind the gear, such as moisture-wicking technology and thermal regulation, to prove product efficacy.
Athlete-CentricityPrioritizing the physical needs and psychological drive of performers, from the 'underdog' to the elite professional.
Functional ClarityUsing direct, no-nonsense language to describe fit, feel, and utility without unnecessary marketing jargon.
Resilient GritInfusing a sense of toughness and competitive spirit into every communication to reflect the brand's 'Protect This House' ethos.
Best of your brand
UA Tech™ 2.0 is the original go-to training gear: loose, light, and it keeps you cool. This men's short sleeve shirt features quick-drying, ultra-soft fabric with a natural feel, designed to wick sweat and dry really fast for complete comfort during training.
UA Tech™ 2.0 Product Description
Your product pages
The current catalog copy is highly effective at communicating technical specifications like 'anti-pick' and 'moisture-wicking,' but it often misses the gritty, motivational energy found in UA’s core mission and social presence
Technical Precision vs. Motivational Grit
The current catalog copy is highly effective at communicating technical specifications like 'anti-pick' and 'moisture-wicking,' but it often misses the gritty, motivational energy found in UA’s core mission and social presence. While the descriptions are 'Authentic' and 'Technical,' they occasionally lack the 'Fearless' and 'Competitive' edge that defines the brand’s high-level identity. There is an opportunity to weave more 'purpose-driven' language into product stories to better reflect the 'Love Athletes' value.
To make all athletes better through passion, design and the relentless pursuit of innovation.
$5.7B FY2024
Revenue
~15,000 (FY2023)
Team
~23M across platforms
Social presence
Athletes, fitness enthusiasts, and sports fans globally
Customers
Key differentiators
Moisture-wicking HeatGear and ColdGear fabricsUA HOVR cushioning technology in footwearFocus on high-intensity training and performance gear over 'athleisure'Connected fitness ecosystem (MapMyRun)
Values
Love AthletesStand for EqualityFight on TogetherCreate FearlesslyAlways ConnectStay AuthenticCelebrate the Wins
Tech stack
Salesforce Commerce CloudAdobe AnalyticsTealiumBloomreachZendeskKlaviyoOracle Marketing Cloud
1.4/5
Trustpilot (1,250)
4.3/5
Google (Varies by retail location (~500+ per flagship))
What customers love
- High-quality compression gear
- Durability of training shoes
- Excellent temperature regulation for outdoor sports
Common complaints
- Sizing inconsistencies between product lines
- Poor customer service response times
- Website glitches during high-traffic sales
Social presence
1.2M
tiktok
950K
twitter
310K
youtube
12M
facebook
$40M - $50M
Ad spend/mo
Meta Ads, Google Search, YouTube, Sports Sponsorships, CTV
Ad channels
02 · 03 — Proof
Same product, rewritten for Determined.
UA Blur Pro
Today
UA Blur Pro
Football Cleats
After · Dondo
Football Cleats UA Blur Pro - Lightweight Sprint Skin & High-Traction Plate
Leave your limits in the dust with the speed of a track spike built for the gridiron. • Sprint Skin Upper: Lightweight, breathable material designed for elite speed and zero distractions during sharp cuts. • Multi-Directional Plate: Unique stud pattern provides explosive traction on both turf and natural grass. • EVA Midsole: Low-profile cushioning keeps you light on your feet without sacrificing support. Engineered for the athlete who refuses to be caught—backed by UA's performance guarantee.
HeatGear®
Today
HeatGear®
Men's Compression Short Sleeve
After · Dondo
Men’s HeatGear Compression Short Sleeve - Moisture Wicking & UV Protection
Outwork the sun in the original basement layer that turns heat into an advantage during summer training. • HeatGear Fabric: Ultra-soft material wicks sweat and dries rapidly to keep you light through the hardest reps. • 4-Way Stretch: Move without restriction in a design that supports your muscles through every lift. • Sizing Guide: True compression fit for muscle support; size up for a 'Fitted' feel if you prefer more room. Dominate seasonal temperature shifts with UA's legendary thermal regulation.
UA Tech™ 2.0
Today
UA Tech™ 2.0
UA Tech™ 2.0 is the original go-to training gear: loose, light, and it keeps you cool. This men's short sleeve shirt features quick-drying, ultra-soft fabric with a natural feel, designed to wick sweat and dry really fast for complete comfort during training.
After · Dondo
Men's UA Tech 2.0 Training Shirt - Quick-Dry Fabric & Anti-Odor Technology
Stop training in heavy cotton and upgrade to the technical standard for the elite performer. • UA Tech 2.0: Quick-drying, ultra-soft fabric feels natural while providing industrial-strength performance. • Anti-Odor Technology: Integrated tech prevents microbe growth to keep your gear fresh through double sessions. • Streamlined Fit: Engineered hem provides full coverage for overhead movements without excess bulk. Join UA Rewards for early access to the newest performance gear drops and footwear launches.
Act 03 · Diagnosis
Where it's bleeding, ranked.
Issues ordered by cost. Expand any row for the evidence.
03 · 01 — Dimensions
Six dimensions, scored.
Issues
- Average title length is only 16 characters
- Missing product type attributes
- Over-reliance on internal brand names
Recommendations
- Rewrite titles to follow [Brand] + [Gender/Age] + [Product Name] + [Product Type] + [Key Benefit/Tech] format
- Ensure titles reach 50-80 character count
Issues
- High-ticket footwear lacks technical specifications
- Lack of scannable bullet points
- Failure to explain benefit of proprietary technology
Recommendations
- Implement a minimum of 150 words for footwear descriptions
- Use bullet points for materials and fit information
- Translate features into athlete benefits
Issues
- Critical reliance on a single image per product
- Complete lack of lifestyle or context imagery
Recommendations
- Minimum of 5 images per SKU including hero, detail, and lifestyle shots
- Add size and fit reference images
Issues
- Missing strike-through price anchors on clearance items
- No installment payment visibility for high-ticket items
Recommendations
- Use compare-at pricing for all clearance SKUs ending in .97
- Add 'Pay in 4' messaging for items over $100
Issues
- Zero variant visibility in product data
- Weak activity-based tagging system
Recommendations
- Audit taxonomy to include at least 5 tags per product
- Ensure all color and size variants are visible at the listing level
Issues
- Non-searchable titles missing high-volume keywords
- Missing image Alt-Text strategy
Recommendations
- Update URL slugs to match optimized SEO titles
- Optimize image Alt-Text with product type and color data
03 · 01b — Issues
Top issues, ranked by cost.
01
Single-Image Visual Crisis
+$4.0M/moHigh-ticket footwear like UA Velociti Distance contains only one image, preventing customers from seeing crucial detail shots.
critical02
Search Indexing Invisibility
+$2.9M/moShort, brand-focused titles like 'HeatGear' fail to rank for generic search terms like 'Men's compression shirts'.
critical03
Lack of Pricing Urgency
+$2.1M/moClearance items lack strike-through pricing anchors, failing to trigger purchase impulses on discounted stock.
warning04
High Navigation Friction
+$1.5M/moMissing variant data and weak activity tagging (Running, Gym) lead to site abandonment and high bounce rates.
warning05
Insufficient Technical Specifications
+$1.0M/moLack of technical specs on premium products fails to justify brand price points against generic competitors.
warning03 · 02 — AI Search
Can AI find you? (2% visible)
0
claude0
gemini0
chatgpt7
perplexity0
Primary
1
Secondary
0
Mentioned
59
Absent
Visibility by intent
Queryclaudegeminichatgptperplexity
“best performance running shoes for marathon training”
“best high-compression leggings for high-impact workouts”
“best sweat-wicking t-shirts for heavy lifters”
“best basketball shoes for kids with good ankle support”
“best athletic shorts for men that don't chafe”
“Nike Pegasus vs similar high-mileage running shoes”
“Lululemon Metal Vent Tech vs other premium gym shirts”
“Adidas Ultraboost alternatives for daily gym use”
“New Balance vs other brands for wide feet running shoes”
“Puma training shoes vs top tier cross-training gear”
Who AI recommends instead
What to fix for AI visibility
“best performance running shoes for marathon training”
The brand is currently focusing on 'Tech' apparel in its provided list rather than its high-tier footwear like the Velociti or Infinite series. To win this query, content must bridge the gap between 'HeatGear' temperature regulation and long-distance endurance metrics.
marathon distanceenergy returnhigh-mileageneutral cushioninglong run stability
“best high-compression leggings for high-impact workouts”
The product descriptions for HeatGear focus on 'cool and dry' but lack explicit 'high-compression' and 'high-impact' terminology required for AI to categorize them for intense HIIT or plyometrics.
locked-in feelhigh-compressionsquat-proofmuscle supporthigh-impact
“best sweat-wicking t-shirts for heavy lifters”
Under Armour's 'gritty' persona is perfect here, but the 'UA Tech' nomenclature sounds generic. Content needs to emphasize durability against barbell abrasion and specific 'heavy lifting' utility.
anti-odor technologybarbell durabilitybodybuilder fitmoisture transport systemheavy lift breathable
“best basketball shoes for kids with good ankle support”
The brand is missing this query because the kids' catalog listed is entirely apparel-focused. There is no 'Curry' or 'Jet' footwear representation in the metadata for AI to scrape.
ankle stabilityyouth basketballcourt gripimpact protectioncushioned collar
Sources citing you
tomsguide.com · chatgpt
underthehardhat.org · chatgpt
shop.lululemon.com · chatgpt
03 · 03 — Benchmark
How you stack up.
Under Armour® Official Store | FREE Shipping Available (You)
35
Nike, Inc.
26
adidas AG
36
New Balance
76
BrandDesc wordsLifestyle %Materials %Voice %
Under Armour® Official Store | FREE Shipping Available (You)15w0%14%85%
Nike, Inc.35w16%29%77%
adidas AG24w20%18%70%
New Balance110w65%60%80%
Heuristic evaluation of competitor digital storefronts focusing on product detail page (PDP) depth, technical specification availability, and lifestyle imagery density within the US athletic footwear and apparel industry.
Competitor metrics are estimates from public web signals, not scraped catalog counts.
Weak titles (0%)
Weak titles (0%)
Weak titles (0%)
Thin descriptions (0%)
Weak titles (0%)
Weak titles (0%)
Category distribution
Price analysis
$14.99
Min
$72
Avg
$55
Median
$170
Max
13%
Budget
8%
Mid-range
14%
Premium
Coverage
100%
Has description
96
Avg desc length
100%
Has images
1
Avg imgs/product
0%
Compare-at
3%
Psychological
0%
Avg discount
✕
Installments
✕
Bundles
Issues
- Only 0% of products show compare-at prices — missing urgency signals
- Only 3% use psychological pricing patterns (.99, .95)
- No installment/financing information visible in product descriptions
Recommendations
- Add compare-at prices to at least 20-30% of products to create urgency and anchor value
- Apply charm pricing (.99 endings) to high-traffic products for 1-3% conversion lift
- Add payment plan visibility to high-ticket product descriptions to reduce sticker shock
- Consider bundle/kit offerings to increase average order value
Homepage
0
Perf
0
A11y
0
SEO
?
LCP
?
FCP
?
CLS
?
TBT
Mobile issues
- Homepage mobile performance score is 0/100 — slow load times hurt mobile conversion
- Homepage accessibility score is 0/100 — accessibility issues may block users
Missing fields
Product schemaOffer schema
Sample pages
Recommendations
- Add Product schema (JSON-LD) to all product pages for rich snippets in Google search results
- Add Offer schema with price, currency, and availability for Google Shopping eligibility
- Add Review or AggregateRating schema to display star ratings in search results
80
Avg links
2
Depth
✓
Breadcrumbs
✓
Cross-sell
5,250
Low est.
10,500
Mid est.
21,000
High est.
Act 04 · Plan
What we do about it.
One ranked roadmap, three views. Phase 1 alone recovers the majority inside 2 weeks.
04 · 01 — Roadmap
The action plan, three ways.
high
02
Add missing product descriptions
Thin or missing descriptions force shoppers to guess why the product is worth buying.
+$8.2M/mo·25 products
03
Improve catalog SEO fields
Incomplete SEO fields limit how much organic traffic your existing catalog can capture.
+$5.7M/mo·35 products
04
Rewrite weak product titles
Weak titles hurt search visibility and make products harder to understand at a glance.
+$5.5M/mo·34 products
Your 7-day plan
Day 1Day 1: Fix the first batch of expand product image sets (currently 1 per product, need 3+) with AI Image Generator.
Day 2Day 2: Apply the same fix to 25 high-priority products.
Day 3Day 3: Address add missing product descriptions for products with the most visible conversion gaps.
Day 4Day 4: Review Dondo-generated copy for brand voice and customer objections.
Day 5Day 5: Use Listing Optimizer to clean up the next catalog issue.
Day 6Day 6: Publish improvements and check the highest-impact PDPs.
Day 7Day 7: Monitor performance and continue with the next product batch.
Quick wins — do these Monday
- Rewrite 10 worst product titles (10 min each, or instant with Dondo)
- Add descriptions to 5 products missing them entirely
- Add compare-at prices to 10 high-traffic products
Week 1Title optimizationSEO Specialist
Clearer product names that are easier to scan, search, and compare.
Manual: 2.8h · Dondo: 2m
Week 2Description enrichmentContent Writer
More complete PDPs that explain value, answer objections, and support conversion.
Manual: 9.8h · Dondo: 2m
Week 3Image coverage expansionVisual Content / Photographer
Richer PDPs with stronger visual confidence and fewer abandoned product views.
Manual: 7.5h · Dondo: 2m
Week 4SEO & metadata cleanupSEO Specialist
A more discoverable catalog with cleaner metadata and stronger search intent.
Manual: 4.5h · Dondo: 2m
PDP conversion rate
+15-25% lift
30 days post-fix
PDP bounce rate
-10-20% reduction
30 days post-fix
Add-to-cart rate
+20-40% lift
30 days post-fix
Product return rate
-5-10% reduction
90 days post-fix
Organic CTR (Search Console)
+15-30% lift
60 days post-fix
Search impressions
+10-20% increase
60 days post-fix
A/B test suggestion
Adding 3+ images per product increases add-to-cart rate
Control
50% of products keep current image count
Variant
50% of products receive additional lifestyle/detail images
Keep 20% of products unchanged as a control group. Compare conversion rate, bounce rate, and revenue per session between optimized and control products after 30 days.
Recommended tools
Google Analytics 4Google Search ConsolePlatform analytics (VTEX/Shopify)Heatmap tool (Hotjar/Microsoft Clarity)
04 · 02 — Recommendations
What Dondo fixes for you.
01
Short, non-descriptive titles
Instantly expands titles into 60-character SEO-optimized strings.
+20% Traffic·AI Title Generator
02
Placeholder descriptions
Generates technical, benefit-driven bullet points for high-performance gear.
+35% Conversion·AI Description Writer
03
Single-shot product images
Creates lifestyle backgrounds and detail visualizations for footwear.
+50% Engagement·AI Image Generator
04
Inconsistent channel listings
Automatically syncs catalog improvements across all sales platforms.
+15% consistency·Listing Optimizer
05
Product data underperformance
Identifies and prioritizes underperforming SKUs for automated refresh.
+10% efficiency·Performance Monitor
04 · 03 — Queue
The product fix queue.
Connect Dondo and this becomes your work surface.
Product
Score
Impact
Feature
UA Blur Pro
20
+$3.1M
AI Image Generator
HeatGear®
35
+$2.6M
AI Title Generator
UA Tech™ 2.0
35
+$2.1M
AI Title Generator
UA Velociti Distance
40
+$1.7M
AI Image Generator
UA Halo Runner SE
40
+$1.5M
AI Description Writer
Dondo-style rewrite improved the sample title from 11 to 75 characters.The improved sample description went from 2 to 76 words.Single-Image Visual Crisis is tied to an estimated $11.4M/month.Technical Precision vs. Motivational Grit
Recap · what's at stake
You're losing $11.4M every month this stays as-is.
35 products to fix. Dondo runs it in 1 minutes.