Brandwave

How popular isDecathlon?

In September 2026, people searched for Decathlon by name about 60,500 times in Australia, an 18.2% decrease from the previous year. These searches made up 6.4% of all Australia sports retailer searches, placing Decathlon third out of five retailers. When we asked both ChatGPT and Google AI Overviews about sports retailers, Decathlon appeared in all answers and was the most recommended of the five.

Search and AI answers in September 2026

Decathlon is the third most searched of 5 competitors and the most recommended in AI answers.

  1. RebelShare of searches 47.8%Mentioned in 3 of 3 AI answersPlace in AI recommendations 2nd
  2. JD SportsShare of searches 39.1%Mentioned in 0 of 3 AI answersPlace in AI recommendations –
  3. DecathlonShare of searches 6.4%Mentioned in 3 of 3 AI answersPlace in AI recommendations 1st
  4. IntersportShare of searches 6.4%Mentioned in 1 of 3 AI answersPlace in AI recommendations 3rd
  5. Amart SportsShare of searches 0.25%Mentioned in 0 of 3 AI answersPlace in AI recommendations –
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Top sports retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions, Decathlon appeared in all three answers. Decathlon is the most recommended of the five.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Decathlon1st
  2. Rebel2nd
  3. Intersport3rd
  4. JD Sports–
  5. Amart Sports–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Rebel3 of 3Named in 3 of 3 ChatGPT answers
  • Decathlon3 of 3Named in 3 of 3 ChatGPT answers
  • Intersport1 of 3Named in 1 of 3 ChatGPT answers
  • JD Sports0 of 3Named in 0 of 3 ChatGPT answers
  • Amart Sports0 of 3Named in 0 of 3 ChatGPT answers

See every answer about sports retailers

3 answers

  • Asked ChatGPT

    “What's the best sports store in Australia?”

    1. 1Rebel
    2. 2Decathlon
    3. 3Intersport

  • Asked ChatGPT

    “Where's the best place to buy sports gear in Australia?”

    1. 1Decathlon
    2. 2Rebel

  • Asked ChatGPT

    “Which sporting goods retailer has the best prices in Australia?”

    1. 1Decathlon
    2. 2Rebel

  • Searched Google, AI Overview

    “sports stores near me”

    Google showed no AI Overview for this search.

  • Searched Google, AI Overview

    “sports store”

    Google showed no AI Overview for this search.

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 23, 2026.

Which sports retailers compete with Decathlon?

Decathlon against sports retailers in Australia, by month

Share of searches by month for Rebel, JD Sports, Decathlon, Intersport. The figures are in the table below the chart.

View monthly share of searches table
MonthRebelJD SportsDecathlonIntersportAmart Sports
Oct 202543.3%43.3%7.1%5.8%0.35%
Nov 202540%48.9%5.4%5.4%0.32%
Dec 202543.9%43.9%5.9%5.9%0.35%
Jan 202647.1%38.5%6.3%7.7%0.31%
Feb 202650.7%33.9%6.8%8.3%0.33%
Mar 202642.8%42.8%7%7%0.28%
Apr 202639.1%47.8%6.4%6.4%0.25%
May 202643.4%43.4%5.8%7.1%0.28%
Jun 202644.9%44.9%4.9%4.9%0.24%
Jul 202640.1%49%5.4%5.4%0.21%
Aug 202644%44%5.9%5.9%0.23%
Sep 202647.8%39.1%6.4%6.4%0.25%

  1. 1.Rebel

    47.8%

    Moved from 2nd to 1st. 450K estimated branded searches, 0% vs prior month. Share +3.8 points.

  2. 2.JD Sports

    39.1%

    Moved from 1st to 2nd. 368K estimated branded searches, -18.2% vs prior month. Share -4.9 points.

  3. 3.Decathlon

    6.4%

    Held 3rd. 60.5K estimated branded searches, 0% vs prior month. Share +0.5 points.

  4. 4.Intersport

    6.4%

    Held 4th. 60.5K estimated branded searches, 0% vs prior month. Share +0.5 points.

  5. 5.Amart Sports

    0.25%

    Held 5th. 2.4K estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Decathlon and its closest rivals

Every comparison with Decathlon

4 comparisons

How has branded search demand for Decathlon changed in Australia over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Decathlon in Australia fell from 74K to 60.5K.
  • Across the 12 months ending September 2026, Decathlon’s share of searches among sports retailers in Australia decreased from 7.1% to 6.4%.
  • Across the 12 months ending September 2026, Decathlon’s share of searches among sports retailers in Australia peaked at 7.1% in October 2025 and was lowest at 4.9% in June 2026.

How did search popularity change for Australia sports retailers in September 2026?

5 changes

  1. In September 2026, Rebel overtook JD Sports to become the leader among sports retailers in Australia, with 47.8% of the searches.

  2. In September 2026, Decathlon gained share of searches among sports retailers in Australia, from 5.9% to 6.4%.

  3. In September 2026, Intersport gained share of searches among sports retailers in Australia, from 5.9% to 6.4%.

  4. In September 2026, JD Sports lost share of searches among sports retailers in Australia, from 44% to 39.1%.

  5. Estimated monthly branded searches for Amart Sports in Australia fell 33.3% over 12 measured months, from 3.6K to 2.4K in September 2026.

How are Decathlon’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Decathlon’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • decathlon

How the Brand Demand Index is measured

Who owns Decathlon?

Decathlon is owned by Decathlon. Brandwave does not track any other brands owned by Decathlon.

Do you work for Decathlon? To request corrections or removal please contact us via our support page and we will be happy to assist.

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