Is Under Armour Worth Reselling? Athletic Wear Flipping Guide 2026

Under Armour sits in a challenging but potentially profitable middle ground—not quite Nike/Adidas hype, but better margins on the right pieces. While the under armour resale market doesn’t command the same premiums as Jordan or Yeezy, savvy resellers consistently profit from Curry shoes resale, Project Rock resale value, and technical performance gear that athletes actively seek.

Quick Stats

Is Under Armour Worth Reselling?

Sometimes. Under Armour doesn’t have Nike’s hype, but smart resellers find margins in specific niches—athlete collaborations, discontinued tech pieces, and clearance arbitrage.

Why Under Armour can work:

• Curry signature shoes have collector demand
• Project Rock (Dwayne Johnson) line sells
• Tech base layers popular among athletes
• Often found heavily discounted at outlets
• Lower competition than Nike/Adidas

The challenge: General Under Armour has weak resale. Focus required.

Product Line Breakdown: Categories Ranked by Profitability

Understanding Under Armour’s product hierarchy is essential for reselling success. Here’s a comprehensive breakdown of every major category ranked by profit potential:

Tier 1: Highest Profit Potential (Target These First)

Curry Brand Basketball Shoes The curry shoes resale market is Under Armour’s strongest performer. Steph Curry’s signature line has built a dedicated collector base.

• Curry Flow series: $100-250 resale on limited colorways
• Curry 1-8 retros: Vintage models appreciate significantly
• Bruce Lee colorways: $200-400+ depending on condition
• Championship editions: Premium over general releases

Project Rock Collection The project rock resale value remains strong due to Dwayne Johnson’s massive fanbase.

• Project Rock BSR shoes: $80-150 resale
• Project Rock training apparel: 40-60% margins on outlet finds
• Project Rock headphones/accessories: Limited editions have collector appeal
• Project Rock x Under Armour collabs: Higher-value limited drops

Tier 2: Consistent Returns (Regular Stock)

HOVR Technology Footwear Under Armour’s premium running technology sells to serious athletes.

• HOVR Phantom: $90-160 depending on version
• HOVR Machina: Runners seek discontinued colorways
• HOVR Infinite: Marathon training favorite

Golf Apparel (Spieth Line) Jordan Spieth’s signature golf collection attracts golf enthusiasts.

• Spieth One-Four shoes: $80-140
• Drive polo shirts: Premium fabric commands higher prices
• Golf pants with tech features: Consistent sellers

ColdGear/HeatGear Base Layers Performance athletes repurchase these annually.

• ColdGear compression: $40-70 resale
• HeatGear summer layers: Seasonal demand spikes
• Mock neck base layers: Football players especially

Tier 3: Break-Even to Small Margins

Running Apparel General running shorts, tanks, and basic apparel.

• Margins tight: 15-30% typical
• High competition from other sellers
• Best as bundle fillers

Training Shoes (Non-Signature) UA Charged Assert, Commit trainers.

• Source under $30 for any margin
• Quick flip potential at clearance

Tier 4: Avoid (No Resale Value)

Basic T-Shirts and Shorts

• Mass-produced, available everywhere
• $5-15 resale at most
• Not worth listing time

Generic Accessories

• Basic socks, headbands
• Zero collector interest

Vintage vs Modern: Which Era Under Armour Has Value?

Unlike brands with decades of history, Under Armour’s vintage market is relatively new but developing.

Early Era (1996-2005): The Origins

Under Armour started with moisture-wicking compression shirts. Early pieces have collector interest:

• Original compression shirts (1996-1999): Rare, historic for sports collectors
• First-generation ColdGear: Heavy, different construction than modern
• Original logo designs: Subtle differences from current branding
• Resale: $50-150 for authentic early pieces in good condition

Growth Era (2006-2015): Expansion Period

The brand expanded into footwear and mainstream apparel:

• First Curry shoes (2015): Historic significance, $150-300
• Original Spine footwear: Nostalgic for early adopters
• NFL/MLB licensed gear: Team-specific pieces with retro appeal
• Resale: Selective—focus on signature sneaker launches

Modern Era (2016-Present): Current Market

Most valuable modern Under Armour comes from:

• Limited Curry colorways: Release-by-release evaluation
• Project Rock collaborations: Especially shoes and premium pieces
• Athlete-exclusive gear: PE (player exclusive) items are gold
• Resale: Depends heavily on specific release

Vintage Value Assessment Checklist

✓ Is it from the Curry/Project Rock signature line? ✓ Is it a limited colorway or collaboration? ✓ Does it have historic significance (first release, championship)? ✓ Is it in excellent condition with original packaging?

Tag and Label Dating Guide: Identifying Under Armour Eras

Learning to date Under Armour by tags helps identify valuable pieces and ensure authenticity.

Tag Evolution Timeline

1996-2002: Original Tags

• Simple design, “Under Armour” text prominent
• Made in USA (some early pieces)
• No size chart usually
• Heat-transfer tags on compression

2003-2008: Growth Period Tags

• “Performance Apparel” tagline added
• Size and care prominently displayed
• Country of origin shifts (Mexico, Honduras)
• UA logo refined

2009-2014: Modern Transition

• Tear-away heat-transfer tags introduced
• Streamlined care symbols
• “The Original Performance Apparel” text
• Multiple tag styles by product category

2015-Present: Current Style

• Minimal, performance-focused tags
• QR codes on some products (recent)
• Country varies by line (Jordan for some, Asia for others)
• Tech specs on footwear boxes

Tag Authentication Markers

What to Verify:

• Font consistency with era
• Logo proportions match known samples
• Stitching quality appropriate for price point
• Country of origin matches product line expectations

Red Flags:

• Inconsistent sizing labels
• Blurry or poorly printed logos
• Unusual country of origin for product type
• Tag attached incorrectly

Collaboration Tracker: Valuable Under Armour Partnerships

Under Armour’s collaboration strategy focuses on athlete partnerships rather than fashion collaborations.

Current High-Value Collaborations

Historic Notable Collaborations

Curry x Bruce Lee (2017, 2021)

• Original release: $120
• Current resale: $200-400
• Iconic colorway, collector favorite

Project Rock “Brahma Bull” Collection

• Various releases
• Limited editions command 50-100% over retail
• Watch for anniversary pieces

NFL/NCAA Team Exclusives

• School/team specific gear
• Alumni markets pay premiums
• Notre Dame, Wisconsin, Maryland affiliations

Collaboration Market Dynamics

Instant Resale (Flip Same Day/Week):

• Limited Curry colorways
• Project Rock shoe releases
• Championship celebration gear

Hold for Appreciation:

• Retro Curry re-releases
• Discontinued athlete lines
• Historic significance pieces

Comprehensive Sourcing Guide: Where to Find Under Armour

Retail Arbitrage Sources

Under Armour Outlet Stores

• Best for: Clearance Project Rock, discontinued ColdGear
• Pricing: 40-70% off retail common
• Strategy: Visit mid-week for fresh markdowns; check back room stock
• Hot tip: Employee friends can alert to Project Rock markdowns

Kohl’s

• Best for: Under armour resale arbitrage, stacking discounts
• Pricing: 70-80% off with Kohl’s Cash + coupons
• Strategy: Wait for 30% off + Kohl’s Cash earnings
• Hot tip: Online clearance differs from in-store—check both

Dick’s Sporting Goods

• Best for: End-of-season Curry shoes, golf apparel
• Pricing: 50-70% off during clearance events
• Strategy: Visit late season (August for summer, February for winter)
• Hot tip: Price match online deals in-store

Ross/TJ Maxx/Marshalls

• Best for: Random gems, tech base layers
• Pricing: 60-80% below retail
• Strategy: Regular visits, check every rack
• Hot tip: Tuesday/Wednesday have freshest stock

Online Arbitrage Sources

UnderArmour.com

• Sale section updates weekly
• Outlet section for deeper discounts
• Rarities during site-wide events

Amazon Warehouse

• Open-box Curry shoes at discount
• Condition varies—verify carefully
• Prime return policy reduces risk

eBay (To Source)

• Estate sales/bulk lots
• Misidentified items at low prices
• International sellers sometimes underpriced

Thrift and Secondary Sources

Goodwill/Thrift Stores

• Best for: Vintage UA, overlooked tech pieces
• Pricing: $3-15 typically
• Strategy: Check tags for valuable lines
• Hot tip: Athletic sections and men’s outerwear

Goodwill Outlet (Bins)

• Best for: Volume sourcing
• Pricing: $1-2/pound
• Strategy: Early arrival, bring gloves
• Hot tip: Look for tech fabric feel

Estate Sales

• Best for: Bulk athletic wear lots
• Pricing: Often sold as lots below individual value
• Strategy: Last-day discounts on clothing

Size Guide: Which Sizes Sell Fastest (and Slowest)

Understanding size demand prevents dead inventory.

Footwear Size Demand

Fastest Selling (Target These):

Moderate Demand:

Slowest Selling (Discount or Skip):

Apparel Size Demand

Men’s Apparel:

• M and L: Fastest (70% of market)
• XL: Good demand, quick sells
• S and XXL+: Longer sits, price lower

Women’s Apparel:

• S and M: Fastest moving
• XS and XL+: Smaller market, patience required

Golf Apparel:

• L and XL dominate (older demographic)
• M sells steadily
• S has limited demand

Size-Based Pricing Adjustments

• Hot sizes (M9-11 shoes, M-L apparel): Full asking price
• Moderate sizes: 5-10% below market
• Slow sizes: 15-25% below market or bundle

Condition Standards: How Condition Affects Value

Under Armour condition matters significantly due to its performance focus.

Footwear Condition Grading

Deadstock (DS) - 100% Value

• Never worn
• Original box, laces, tags
• No yellowing or aging
• Commands full market price

VNDS (Very Near Deadstock) - 85-95% Value

• Tried on/worn 1-2 times
• No visible wear
• All accessories included
• Minor box damage acceptable

Excellent - 70-85% Value

• Light wear visible
• No structural damage
• Minimal creasing
• Laces may show use

Good - 50-70% Value

• Moderate wear evident
• Some creasing on uppers
• Sole wear visible
• Still functional

Fair - 30-50% Value

• Heavy wear
• Stains or discoloration
• Compressed cushioning
• Consider for parts/beaters market

Apparel Condition Grading

New With Tags (NWT) - 100% Value

• Tags attached
• Never worn or washed
• Original packaging ideal

New Without Tags (NWOT) - 85-95% Value

• Appears unworn
• Tags removed
• No wash wear

Excellent Used (EUC) - 65-80% Value

• Minimal wash wear
• No stains, holes, pilling
• Tech fabric intact

Good Used - 40-60% Value

• Some wash wear
• Minor pilling on tech fabric
• Fully functional

Fair - 20-40% Value

• Visible wear
• Some pilling
• Consider bundling

Condition-Specific Issues for Under Armour

ColdGear/HeatGear Tech Fabric:

• Pilling significantly reduces value
• Stretched elastic = major deduction
• Tech coating wear is visible

HOVR Foam Footwear:

• Compressed foam = reduced value
• Check heel and forefoot areas
• Bounce test the cushioning

Seasonal Timing: When to Buy and Sell

Buying Calendar

January-February:

• BEST: Winter clearance on ColdGear
• Stock up on base layers for next year
• Outlet stores clearing inventory

March-April:

• Curry releases often drop (playoffs)
• Golf season beginnings—Spieth gear
• Project Rock spring releases

May-June:

• Early summer sales
• HeatGear discounts begin
• Source for summer selling

July-August:

• BEST: End of season clearance
• Dick’s, Kohl’s major markdowns
• Stock for fall/winter

September-October:

• NBA season starts—Curry demand rises
• Football season HeatGear demand
• Fair pricing, limited deals

November-December:

• Black Friday deals for sourcing
• Holiday gift returns in January
• Good for Curry shoes often

Selling Calendar

SELL ColdGear:

• September through February
• Peak: November-January
• Markdown: March-April

SELL HeatGear:

• April through September
• Peak: June-August
• Markdown: September-October

SELL Curry Shoes:

• Year-round but peaks:
  • NBA season start (October)
  • Playoffs (April-June)
  • New releases (monitor schedule)

SELL Project Rock:

• New Year’s resolution season (January)
• Summer body season (April-June)
• Post-release for new drops

Platform Strategy: Where to Sell What

Platform-by-Platform Breakdown

eBay - Best Overall for Under Armour

• Fee: 13.25% final value
• Best for: Curry shoes, tech gear, golf apparel
• Audience: Serious buyers, collectors
• Strategy: Use auction for rare Curry, Buy It Now for standard
• Time to sell: 7-30 days average

Mercari - Quick Flips

• Fee: 10%
• Best for: Clearance finds, quick turnovers
• Audience: Value-focused buyers
• Strategy: Price competitively, offer discounts
• Time to sell: 5-21 days average

Poshmark - Apparel Focus

• Fee: 20% (over $15)
• Best for: Base layers, golf apparel, workout clothes
• Audience: Fashion-conscious, female-leaning
• Strategy: Bundle opportunities, Posh Parties
• Time to sell: 14-45 days average

StockX - Verified Authenticity

• Fee: ~10% + shipping
• Best for: In-demand Curry colorways only
• Audience: Sneaker collectors
• Strategy: Check if your colorway is actively trading
• Time to sell: Variable—only if demand exists

Facebook Marketplace - Local Sales

• Fee: 0% (local), 5% (shipped)
• Best for: Quick local sales, bulky items
• Audience: Local bargain hunters
• Strategy: Meet safely, cash transactions
• Time to sell: 1-14 days

Cross-Platform Strategy

1. Curry shoes: List on eBay and StockX simultaneously
2. Apparel: eBay + Mercari for maximum exposure
3. Golf gear: eBay + local golf Facebook groups
4. Base layers: Poshmark bundles + eBay

Pricing Data: Specific Price Ranges for Popular Items

Curry Signature Shoes Current Market

Project Rock Current Market

Performance Apparel Market

Common Mistakes: What to Avoid

Mistake #1: Treating All Under Armour Equally

The Problem: Buying basic UA shirts expecting Nike-like margins. The Fix: Only source signature lines, tech pieces, and clearance gold.

Mistake #2: Ignoring Condition on Tech Fabric

The Problem: Listing pilled or stretched ColdGear at full price. The Fix: Inspect tech fabric carefully; price condition honestly.

Mistake #3: Overpricing General Releases

The Problem: Pricing general Curry colorways like limited editions. The Fix: Check eBay sold—general releases often sell at or below retail.

Mistake #4: Wrong Platform Choice

The Problem: Listing Curry shoes on Poshmark instead of eBay/StockX. The Fix: Match product to platform strength.

Mistake #5: Ignoring Size Demand

The Problem: Buying size 14 Curry shoes expecting quick sale. The Fix: Prioritize sizes 9-11; discount outliers or skip.

Mistake #6: Missing Seasonal Windows

The Problem: Trying to sell ColdGear in July. The Fix: Time listings to seasonal demand or hold inventory.

Mistake #7: Insufficient Research on Curry Colorways

The Problem: Assuming all Curry shoes have similar value. The Fix: Check specific colorway sales—values vary dramatically.

Mistake #8: Overpaying at Outlets

The Problem: Paying outlet prices that leave no margin. The Fix: Target 40%+ below outlet price for sourcing.

Case Study: Real Flip Example

The Curry Flow 10 Championship Colorway Flip

The Find: During a routine Kohl’s clearance check, I found a pair of Curry Flow 10s in the “Warriors Championship” colorway, size 10.5.

The Numbers:

• Kohl’s clearance price: $89.99
• Kohl’s 30% off coupon: -$27.00
• Kohl’s Cash earned: $15.00
• Net cost: $47.99 (factoring future Kohl’s Cash)

The Research:

• StockX lowest ask: $175
• eBay sold comps: $160-185
• Size 10.5 = high demand

The Sale: Listed on eBay with best offer at $175. Received offer at $165 within 3 days, accepted.

The Result:

• Sale price: $165
• eBay fees (13.25%): -$21.86
• Shipping: -$14.00 (USPS Priority)
• Net profit: $81.15
• ROI: 169%

Lessons Learned:

1. Limited Curry colorways have genuine demand
2. Kohl’s stacking makes Under Armour arbitrage viable
3. Size 10.5 sold in 3 days—hot size confirmed
4. Accepting best offers within 10% speeds turnover

Expanded FAQ: Under Armour Reselling Questions

Are Curry shoes worth reselling?

Yes—Steph Curry has a devoted following. Limited colorways and player editions sell above retail. General releases break even. Focus on special colorways, retros, and championship editions.

What about Project Rock gear?

The Rock’s fanbase is loyal. Newer Project Rock items sell, especially shoes and signature pieces. Clothing margins are tighter. Project rock resale value is strongest on footwear.

Does Under Armour hold value like Nike?

No. Under Armour is more utilitarian in the resale market. Focus on functional value and athlete collaborations rather than hype. Under armour resale requires niche focus.

Best places to find Under Armour deals?

Kohl’s clearance (stack coupons), Under Armour outlet, and end-of-season Dick’s Sporting Goods sales. Ross/TJ Maxx occasionally have gems.

Should I flip basic Under Armour t-shirts?

No. Margins are too thin and competition is high. Focus on technical pieces, shoes, and collaboration lines.

How do I authenticate Curry shoes?

Check size tag consistency, HOVR foam quality, box label accuracy, and overall construction quality. Fakes are less common than Nike fakes but exist.

What’s the best time to sell Curry shoes?

NBA season (October-June) sees highest demand, with peaks during playoffs (April-June) and new releases.

Are vintage Under Armour pieces valuable?

Some early pieces (1996-2005) have collector interest, but the vintage market is much smaller than Nike. Focus on historic releases.

Which Curry models are most valuable?

Curry 1 retros, Bruce Lee colorways, and limited playoff editions command highest premiums. General releases have minimal margin.

How important is the original box for Under Armour shoes?

Important for maximizing value—expect 10-20% less without original box on collector pieces, less impact on general releases.

What’s the outlook for Under Armour reselling?

Stable. Curry remains valuable, Project Rock has loyal following. Brand unlikely to achieve Nike hype but offers consistent niche opportunities.

How do ColdGear and HeatGear resale compare?

ColdGear typically has better margins due to higher retail price and technical features. HeatGear is more commoditized.

Conclusion

Under Armour reselling rewards specialists. Focus on Curry shoes, Project Rock, and technical performance gear. Skip generic athletic wear—the margins aren’t there.

The under armour resale market offers consistent opportunities for those willing to specialize. Master Curry colorways, understand Project Rock release calendars, and leverage clearance arbitrage at Kohl’s and outlets.

Related Tools:

• ROI Calculator - Calculate your Under Armour flip profits
• Platform Fee Calculator - Compare selling platforms

Related Guides:

• Sneaker Flipping Guide
• Athletic Wear Resale Guide
• Thrift Store Flipping Complete Guide - Find Under Armour in the wild
• Complete Beginner’s Guide to Reselling