Brandwave

How popular isHOKA?

In September 2026, people searched for HOKA by name about 67,200 times in Australia, a 21.9% increase from the previous year. These searches made up 7.4% of all Australia hiking boot brand searches, placing HOKA fifth out of 12 brands. When we asked both ChatGPT and Google AI Overviews about hiking boot brands, HOKA appeared in one of the four answers and was the eighth most recommended of the 12.

Search and AI answers in September 2026

HOKA is the fifth most searched of 12 competitors and the eighth most recommended in AI answers.

  1. MerrellShare of searches 28.6%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  2. SCARPAShare of searches 14.6%Mentioned in 2 of 4 AI answersPlace in AI recommendations 5th
  3. SalomonShare of searches 11.1%Mentioned in 3 of 4 AI answersPlace in AI recommendations 2nd
  4. KEENShare of searches 9.3%Mentioned in 2 of 4 AI answersPlace in AI recommendations 6th
  5. HOKAShare of searches 7.4%Mentioned in 1 of 4 AI answersPlace in AI recommendations 8th

+7 more

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Top hiking boot brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, HOKA was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. HOKA is the eighth most recommended of the 12.

Most recommended by AI

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

  1. Merrell1st
  2. Salomon2nd
  3. LOWA3rd
  4. La Sportiva4th
  5. SCARPA5th
  6. KEEN6th
  7. Kathmandu7th
  8. HOKA8th
  9. Columbia9th
  10. Altra–
  11. +2 more

Mentioned by AI

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

  • Merrell4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Salomon3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • SCARPA2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • KEEN2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • LOWA2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • La Sportiva2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • HOKA1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Columbia1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Kathmandu1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Altra0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

+2 more

See every answer about hiking boot brands

4 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.

Which hiking boot brands compete with HOKA?

HOKA against hiking boot brands in Australia, by month

Share of searches by month for Merrell, SCARPA, Salomon, KEEN, HOKA, LOWA, Columbia, Kathmandu, Altra, La Sportiva, Oboz. The figures are in the table below the chart.

View monthly share of searches table
MonthMerrellSCARPASalomonKEENHOKALOWAColumbiaKathmanduAltraLa SportivaObozMeindl
Oct 202525.8%15.3%11.2%8.9%8.4%7.1%6.1%6.1%2.7%3.2%3.3%1.8%
Nov 202525.3%15%11.5%8.9%9.7%6.3%5.3%7.8%2.4%2.6%3.6%1.6%
Dec 202525.1%15.4%11.8%10.1%8.9%6.6%5.3%6.5%2.9%2.6%3.6%1.3%
Jan 202626.6%15.1%12%9.3%8.6%6.6%5.6%5.6%3%2.9%3%1.6%
Feb 202623.7%15.4%11.9%9.4%8.2%7.6%5.3%6.5%3.6%3.2%3.6%1.6%
Mar 202631.9%13.1%13.2%7.5%7.5%6.4%4.8%5.5%2.6%2%4%1.4%
Apr 202633.7%13.6%9.8%8.2%6.6%6.3%6.7%4.6%3.1%2.7%3.1%1.7%
May 202637.4%13%10%7.9%6.2%6.3%5.4%4.2%3.7%2.3%2.5%1.3%
Jun 202626.4%13.7%12.8%10.2%7%6.9%7%5.7%3.2%2.5%3.2%1.4%
Jul 202627.1%15.6%12.5%8.7%7.3%6.5%6.9%5.6%3.1%2.4%3.1%1.4%
Aug 202627.2%16.3%12.5%8.7%6%7%8.2%4.3%3.1%2.6%2.5%1.4%
Sep 202628.6%14.6%11.1%9.3%7.4%7.4%5.8%5.1%3.4%2.9%2.8%1.5%

  1. 1.Merrell

    28.6%

    Held 1st. 4.9K estimated branded searches, -22.2% vs prior month. Share +1.4 points.

  2. 2.SCARPA

    14.6%

    Held 2nd. 2.5K estimated branded searches, -34.1% vs prior month. Share -1.8 points.

  3. 3.Salomon

    11.1%

    Held 3rd. 1.9K estimated branded searches, -34.5% vs prior month. Share -1.4 points.

  4. 4.KEEN

    9.3%

    Held 4th. 1.6K estimated branded searches, -21.3% vs prior month. Share +0.6 points.

  5. 5.HOKA

    7.4%

    Moved from 7th to 5th. 1.3K estimated branded searches, -8.6% vs prior month. Share +1.4 points.

  6. 6.LOWA

    7.4%

    Held 6th. 1.3K estimated branded searches, -22.2% vs prior month. Share +0.4 points.

  7. 7.Columbia

    5.8%

    Moved from 5th to 7th. 1K estimated branded searches, -47.4% vs prior month. Share -2.4 points.

  8. 8.Kathmandu

    5.1%

    Held 8th. 880 estimated branded searches, -12% vs prior month. Share +0.8 points.

  9. 9.Altra

    3.4%

    Held 9th. 590 estimated branded searches, -18.1% vs prior month. Share +0.3 points.

  10. 10.La Sportiva

    2.9%

    Held 10th. 490 estimated branded searches, -18.3% vs prior month. Share +0.3 points.

  11. 11.Oboz

    2.8%

    Held 11th. 480 estimated branded searches, -18.6% vs prior month. Share +0.3 points.

  12. 12.Meindl

    1.5%

    Held 12th. 260 estimated branded searches, -18.8% vs prior month. Share +0.1 points.

Kathmandu sells other things too, so only its searches that name this product count here, like “kathmandu hiking boots”.

Compare popularity between HOKA and its closest rivals

Every comparison with HOKA

27 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for HOKA in Australia rose from 55.1K to 67.2K.
  • Across the 12 months ending September 2026, HOKA’s share of searches among hiking boot brands in Australia decreased from 8.4% to 7.4%.
  • Across the 12 months ending September 2026, HOKA’s share of searches among hiking boot brands in Australia peaked at 9.7% in November 2025 and was lowest at 6% in August 2026.

How did search popularity change for Australia hiking boot brands in September 2026?

6 changes

  1. In September 2026, HOKA overtook Columbia and LOWA to rank 5th among hiking boot brands in Australia, with 7.4% of the searches.

  2. In September 2026, Merrell gained share of searches among hiking boot brands in Australia, from 27.2% to 28.6%.

  3. In September 2026, Kathmandu gained share of searches among hiking boot brands in Australia, from 4.3% to 5.1%.

  4. In September 2026, KEEN gained share of searches among hiking boot brands in Australia, from 8.7% to 9.3%.

  5. In September 2026, Columbia lost share of searches among hiking boot brands in Australia, from 8.2% to 5.8%.

  6. In September 2026, SCARPA lost share of searches among hiking boot brands in Australia, from 16.3% to 14.6%.

How are HOKA’s branded searches counted?

4 search terms

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

  • hoka anacapa
  • hoka hiking boots
  • hoka running shoes
  • hoka shoes

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

How the Brand Demand Index is measured

Where does HOKA compete?

HOKA is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Sneaker brands1st of 1415.6%Show ranking
Running shoe brands7th of 96.9%Show ranking
Hiking boot brands5th of 127.4%Shown above
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