Brandwave

How popular isNew Balance?

In September 2026, people searched for New Balance by name about 48,600 times in Australia, an 18% increase from the previous year. These searches made up 10.3% of all Australia running shoe brand searches, placing New Balance fifth out of nine brands. When we asked both ChatGPT and Google AI Overviews about running shoe brands, New Balance appeared in four of the five answers and was the third most recommended of the nine.

Search and AI answers in September 2026

New Balance is the fifth most searched of 9 competitors and the third most recommended in AI answers.

  1. NikeShare of searches 28.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
  2. ASICSShare of searches 18.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. AdidasShare of searches 12.6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. OnShare of searches 12.6%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th
  5. New BalanceShare of searches 10.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd

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Top running shoe brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, New Balance was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. New Balance is the third most recommended of the nine.

Most recommended by AI

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

  1. ASICS1st
  2. Brooks2nd
  3. New Balance3rd
  4. Saucony4th
  5. HOKA5th
  6. Nike6th
  7. On7th
  8. Adidas–
  9. Mizuno–

Mentioned by AI

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

  • ASICS5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • New Balance4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Brooks4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • HOKA4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Saucony4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Nike2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • On1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Adidas0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Mizuno0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about running shoe brands

5 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 running shoe brands compete with New Balance?

New Balance against running shoe brands in Australia, by month

Share of searches by month for Nike, ASICS, Adidas, On, New Balance, Brooks, HOKA, Saucony. The figures are in the table below the chart.

View monthly share of searches table
MonthNikeASICSAdidasOnNew BalanceBrooksHOKASauconyMizuno
Oct 202527.5%15%12.3%15%12.3%6.7%6.7%2.4%2%
Nov 202530.5%16.6%13.6%11.1%11.1%6%7.4%1.8%1.8%
Dec 202530.1%16.5%13.5%11%11%7.3%7.3%1.7%1.7%
Jan 202630.5%16.6%13.6%11.1%11.1%6%7.4%1.8%1.8%
Feb 202629.8%16.3%13.3%10.9%10.9%7.2%7.2%2.1%2.1%
Mar 202626.6%17.8%14.6%11.9%11.9%6.5%6.5%1.9%2.4%
Apr 202623.1%15.4%12.6%18.9%10.3%10.3%5.6%2%1.7%
May 202619.9%13.3%10.9%24.4%8.9%13.3%5.9%1.8%1.4%
Jun 202615.7%12.9%8.6%35.2%7%12.9%4.7%1.7%1.4%
Jul 202624.5%16.4%13.4%13.4%8.9%13.4%6%2.2%1.8%
Aug 202627.7%18.5%12.4%10.1%10.1%10.1%6.7%2.4%2%
Sep 202628.2%18.8%12.6%12.6%10.3%6.9%6.9%2%1.7%

  1. 1.Nike

    28.2%

    Held 1st. 22.2K estimated branded searches, 0% vs prior month. Share +0.5 points.

  2. 2.ASICS

    18.8%

    Held 2nd. 14.8K estimated branded searches, 0% vs prior month. Share +0.4 points.

  3. 3.Adidas

    12.6%

    Held 3rd. 9.9K estimated branded searches, 0% vs prior month. Share +0.2 points.

  4. 4.On

    12.6%

    Moved from 6th to 4th. 9.9K estimated branded searches, +22.2% vs prior month. Share +2.5 points.

  5. 5.New Balance

    10.3%

    Held 5th. 8.1K estimated branded searches, 0% vs prior month. Share +0.2 points.

  6. 6.Brooks

    6.9%

    Moved from 4th to 6th. 5.4K estimated branded searches, -33.3% vs prior month. Share -3.2 points.

  7. 7.HOKA

    6.9%

    Held 7th. 5.4K estimated branded searches, 0% vs prior month. Share +0.1 points.

  8. 8.Saucony

    2%

    Held 8th. 1.6K estimated branded searches, -15.8% vs prior month. Share -0.3 points.

  9. 9.Mizuno

    1.7%

    Held 9th. 1.3K estimated branded searches, -18.8% vs prior month. Share -0.3 points.

Compare popularity between New Balance and its closest rivals

Every comparison with New Balance

16 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for New Balance in Australia rose from 41.2K to 48.6K.
  • Across the 12 months ending September 2026, New Balance’s share of searches among running shoe brands in Australia decreased from 12.3% to 10.3%.
  • Across the 12 months ending September 2026, New Balance’s share of searches among running shoe brands in Australia peaked at 12.3% in October 2025 and was lowest at 7% in June 2026.

How did search popularity change for Australia running shoe brands in September 2026?

6 changes

  1. In September 2026, On overtook Brooks and New Balance to rank 4th among running shoe brands in Australia, with 12.6% of the searches.

  2. In September 2026, Nike gained share of searches among running shoe brands in Australia, from 27.7% to 28.2%.

  3. In September 2026, Brooks lost share of searches among running shoe brands in Australia, from 10.1% to 6.9%.

  4. ASICS’s share of searches among running shoe brands in Australia has gained ground for 3 months in a row, from 12.9% to 18.8% in September 2026.

  5. New Balance’s share of searches among running shoe brands in Australia has gained ground for 3 months in a row, from 7% to 10.3% in September 2026.

  6. HOKA’s share of searches among running shoe brands in Australia has gained ground for 3 months in a row, from 4.7% to 6.9% in September 2026.

How are New Balance’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using New Balance’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.

  • new balance running shoes
  • new balance shoes

Do you work for New Balance? 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 New Balance compete?

New Balance 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 brands4th of 1410.4%Show ranking
Running shoe brands5th of 910.3%Shown above
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Is New Balance your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

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