why isn’t under armour selling boxer shorts anymore

Under Armour, a well-known sportswear brand, has made its mark in the industry with its innovative and high-performance products. However, one noticeable change in their product lineup is the absence of boxer shorts. This article aims to explore the reasons behind Under Armour’s decision to stop selling boxer shorts and analyze various factors that may have influenced this decision.

1. Market Demand

One possible reason for Under Armour’s discontinuation of boxer shorts could be a decline in market demand. The brand may have observed a shift in consumer preferences towards other types of underwear, such as briefs or compression shorts. This change in consumer behavior could have prompted Under Armour to reallocate its resources to meet the evolving demands of the market.

2. Competition

The sportswear industry is highly competitive, with numerous brands vying for market share. Under Armour may have faced tough competition from other companies that specialize in manufacturing boxer shorts. If the demand for Under Armour boxer shorts was not strong enough to compete with established brands, the company might have decided to focus on its core products where it has a stronger market presence.

3. Product Performance

Under Armour prides itself on creating high-performance sportswear. If the boxer shorts did not meet the brand’s standards in terms of comfort, durability, or moisture-wicking capabilities, it is possible that Under Armour chose to discontinue the product. Maintaining a reputation for quality is crucial for any brand, and eliminating underperforming products is a strategic move to uphold that reputation.

4. Cost and Profitability

Producing and marketing boxer shorts may not have been financially viable for Under Armour. The cost of manufacturing, distributing, and marketing the product might have outweighed the potential profits. By discontinuing boxer shorts, Under Armour could allocate its resources to more profitable product lines, ensuring the company’s overall financial health and sustainability.

5. Brand Focus

Under Armour has built a strong brand identity around performance-oriented sportswear. By eliminating boxer shorts from their product lineup, the company may be aiming to maintain a more focused brand image. This strategic decision allows Under Armour to position itself as a specialist in specific product categories, enhancing brand recognition and customer loyalty.

6. Market Research

Prior to discontinuing boxer shorts, Under Armour likely conducted market research to assess consumer preferences and trends. If the research indicated a decline in demand or a lack of growth potential for boxer shorts, the decision to stop selling them would have been justified. Market research helps companies make informed decisions based on data and insights, ensuring their product offerings align with customer needs.

7. Product Diversification

Under Armour may have chosen to focus on diversifying its product offerings in other areas rather than boxer shorts. By investing in new product lines or expanding existing ones, the company can cater to a wider range of customer needs and increase its market reach. This approach allows Under Armour to adapt to changing consumer preferences and stay ahead of the competition.

8. Retailer Preferences

why isn't under armour selling boxer shorts anymore

The decision to discontinue boxer shorts could also be influenced by feedback from retailers. If retailers were not experiencing strong sales or facing difficulties in selling Under Armour boxer shorts, the brand might have decided to withdraw the product from the market. Maintaining a positive relationship with retailers is crucial for brand visibility and distribution, making it essential to align product offerings with their preferences.


While the exact reasons behind Under Armour’s decision to stop selling boxer shorts may vary, it is likely a combination of market demand, competition, product performance, cost considerations, brand focus, market research, product diversification, and retailer preferences. By analyzing these factors, we can better understand the strategic choices made by Under Armour and how they align with the company’s overall goals and objectives.

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