Brandwave

How popular isJD Sports?

In September 2026, people searched for JD Sports by name about 368,000 times in Australia, an 18.2% decrease from the previous year. These searches made up 39.1% of all Australia sports retailer searches, placing JD Sports second out of five retailers. When we asked both ChatGPT and Google AI Overviews about sports retailers, JD Sports did not appear in any of the answers.

Search and AI answers in September 2026

JD Sports is the second most searched of 5 competitors and not listed in any AI answer.

  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, JD Sports did not appear in any of the three answers.

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 JD Sports?

JD Sports 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 JD Sports and its closest rivals

Every comparison with JD Sports

9 comparisons

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

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for JD Sports in Australia fell from 450K to 368K.
  • Across the 12 months ending September 2026, JD Sports’ share of searches among sports retailers in Australia decreased from 43.3% to 39.1%.
  • Across the 12 months ending September 2026, JD Sports’ share of searches among sports retailers in Australia peaked at 49% in July 2026 and was lowest at 33.9% in February 2026.
  • Across the 12 months ending September 2026, JD Sports fell from 1st to 2nd among sports retailers in Australia.

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 JD Sports’ branded searches counted?

1 search term

Brandwave collects information about searches that people make online using JD Sports’ 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.

  • jd sports

Do you work for JD Sports? 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 JD Sports compete?

JD Sports is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Sneaker retailers1st of 635.2%Show ranking
Sports retailers2nd of 539.1%Shown above
Creator with pink hair and a pink jacket

Is JD Sports your brand?

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