How popular isNike?
In September 2026, people searched for Nike by name about 82,700 times in Australia, a 5.2% increase from the previous year. These searches made up 15.6% of all Australia sneaker brand searches, placing Nike second out of 14 brands. When we asked both ChatGPT and Google AI Overviews about sneaker brands, Nike appeared in two of the five answers and was the joint ninth most recommended of the 14.
Nike is the second most searched of 14 competitors and the joint ninth most recommended in AI answers.
HOKAShare of searches 15.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
NikeShare of searches 15.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 9th
AdidasShare of searches 10.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
New BalanceShare of searches 10.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
SkechersShare of searches 10.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 7th
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Top sneaker brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Nike was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Nike is the joint ninth most recommended of the 14.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- New Balance4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Adidas3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
ASICS3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers- HOKA2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Nike2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Skechers2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
On2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Converse2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Puma2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Reebok2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
See every answer about sneaker brands
5 answers
Asked ChatGPT
“What are the best sneaker brands in Australia?”
Asked ChatGPT
“Which sneakers are most comfortable for everyday wear?”
Asked ChatGPT
“What are the best women's sneakers?”
Searched Google, AI Overview
“sneakers”
Searched Google, AI Overview
“womens sneakers”
Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.
Which sneaker brands compete with Nike?
Share of searches by month for HOKA, Nike, Adidas, New Balance, Skechers, ASICS, On, Converse, Puma, Reebok, Vans, Volley. The figures are in the table below the chart.
View monthly share of searches table
| Month | HOKA | Nike | Adidas | New Balance | Skechers | ASICS | On | Converse | Puma | Reebok | Vans | Volley | VEJA | Allbirds |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 15.6% | 19% | 10.4% | 10.4% | 10.4% | 7% | 7% | 3.8% | 4.6% | 3.1% | 3.1% | 2.5% | 1.4% | 1.7% |
| Nov 2025 | 15.8% | 19.3% | 10.5% | 10.5% | 10.5% | 8.6% | 7.1% | 3.2% | 3.9% | 3.2% | 2.6% | 1.7% | 1.4% | 1.7% |
| Dec 2025 | 16.8% | 16.8% | 11.2% | 11.2% | 11.2% | 7.5% | 7.5% | 3.4% | 5% | 3.4% | 2.2% | 1.5% | 1.2% | 1% |
| Jan 2026 | 16.5% | 16.5% | 9% | 11.1% | 13.5% | 9% | 7.4% | 3.3% | 4% | 3.3% | 2.2% | 1.8% | 0.98% | 1.2% |
| Feb 2026 | 16.7% | 16.7% | 9.1% | 11.1% | 13.6% | 9.1% | 6.1% | 2.7% | 4.1% | 3.3% | 2.2% | 2.7% | 0.98% | 1.5% |
| Mar 2026 | 14.7% | 18% | 9.9% | 12.1% | 12.1% | 8.1% | 5.4% | 3.6% | 4.4% | 2.9% | 2.4% | 2.9% | 1.1% | 2.4% |
| Apr 2026 | 16.2% | 16.2% | 10.8% | 8.8% | 10.8% | 7.2% | 5.9% | 3.2% | 4% | 2.6% | 2.2% | 2.2% | 0.96% | 8.8% |
| May 2026 | 16.4% | 16.4% | 13.4% | 11% | 11% | 7.3% | 6% | 3.3% | 4% | 3.3% | 2.2% | 2.7% | 1.2% | 1.8% |
| Jun 2026 | 16% | 16% | 13.1% | 10.7% | 10.7% | 8.8% | 7.2% | 3.2% | 3.9% | 3.2% | 2.1% | 2.1% | 1.2% | 1.7% |
| Jul 2026 | 15.3% | 18.7% | 12.5% | 10.3% | 12.5% | 8.4% | 5.6% | 3.1% | 3.7% | 3.1% | 2.5% | 2.1% | 1.1% | 1.1% |
| Aug 2026 | 14.7% | 18% | 12.1% | 9.9% | 12.1% | 8.1% | 6.6% | 3.6% | 4.4% | 3.6% | 2.4% | 2.4% | 1.1% | 1.1% |
| Sep 2026 | 15.6% | 15.6% | 10.4% | 10.4% | 10.4% | 8.5% | 8.5% | 7% | 3.8% | 3.1% | 2.5% | 2.1% | 1.1% | 0.93% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, moved from 2nd to 1st | 15.6% | 60.5K | 0% | +0.8 pointsmoved from 2nd to 1st | |
| 2, moved from 1st to 2nd | 15.6% | 60.5K | -18.2% | -2.5 pointsmoved from 1st to 2nd | |
| 3, held 3rd | 10.4% | 40.5K | -18.2% | -1.6 points | |
| 4, moved from 5th to 4th | 10.4% | 40.5K | 0% | +0.6 pointsmoved from 5th to 4th | |
| 5, moved from 4th to 5th | 10.4% | 40.5K | -18.2% | -1.6 pointsmoved from 4th to 5th | |
| 6, held 6th | 8.5% | 33.1K | 0% | +0.5 points | |
| 7, held 7th | 8.5% | 33.1K | +22.1% | +1.9 points | |
| 8, moved from 9th to 8th | 7% | 27.1K | +83.1% | +3.4 pointsmoved from 9th to 8th | |
| 9, moved from 8th to 9th | 3.8% | 14.8K | -18.2% | -0.6 pointsmoved from 8th to 9th | |
| 10, held 10th | 3.1% | 12.1K | -18.2% | -0.5 points | |
| 11, held 11th | 2.5% | 9.9K | 0% | +0.1 points | |
| 12, held 12th | 2.1% | 8.1K | -18.2% | -0.3 points | |
| 13, moved from 14th to 13th | 1.1% | 4.4K | 0% | +0.1 pointsmoved from 14th to 13th | |
| 14, moved from 13th to 14th | 0.93% | 3.6K | -18.2% | -0.1 pointsmoved from 13th to 14th |
1.
HOKA15.6%
Moved from 2nd to 1st. 60.5K estimated branded searches, 0% vs prior month. Share +0.8 points.
2.
Nike15.6%
Moved from 1st to 2nd. 60.5K estimated branded searches, -18.2% vs prior month. Share -2.5 points.
3.
Adidas10.4%
Held 3rd. 40.5K estimated branded searches, -18.2% vs prior month. Share -1.6 points.
10.4%
Moved from 5th to 4th. 40.5K estimated branded searches, 0% vs prior month. Share +0.6 points.
5.
Skechers10.4%
Moved from 4th to 5th. 40.5K estimated branded searches, -18.2% vs prior month. Share -1.6 points.
6.
ASICS8.5%
Held 6th. 33.1K estimated branded searches, 0% vs prior month. Share +0.5 points.
7.
On8.5%
Held 7th. 33.1K estimated branded searches, +22.1% vs prior month. Share +1.9 points.
8.
Converse7%
Moved from 9th to 8th. 27.1K estimated branded searches, +83.1% vs prior month. Share +3.4 points.
9.
Puma3.8%
Moved from 8th to 9th. 14.8K estimated branded searches, -18.2% vs prior month. Share -0.6 points.
10.
Reebok3.1%
Held 10th. 12.1K estimated branded searches, -18.2% vs prior month. Share -0.5 points.
11.
Vans2.5%
Held 11th. 9.9K estimated branded searches, 0% vs prior month. Share +0.1 points.
12.
Volley2.1%
Held 12th. 8.1K estimated branded searches, -18.2% vs prior month. Share -0.3 points.
13.
VEJA1.1%
Moved from 14th to 13th. 4.4K estimated branded searches, 0% vs prior month. Share +0.1 points.
14.
Allbirds0.93%
Moved from 13th to 14th. 3.6K estimated branded searches, -18.2% vs prior month. Share -0.1 points.
Compare popularity between Nike and its closest rivals
Every comparison with Nike
16 comparisons
How has branded search demand for Nike changed in Australia over the last 12 months?
4 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Nike in Australia rose from 78.6K to 82.7K.
- Across the 12 months ending September 2026, Nike’s share of searches among sneaker brands in Australia decreased from 19% to 15.6%.
- Across the 12 months ending September 2026, Nike’s share of searches among sneaker brands in Australia peaked at 19.3% in November 2025 and was lowest at 15.6% in September 2026.
- Across the 12 months ending September 2026, Nike fell from 1st to 2nd among sneaker brands in Australia.
How did search popularity change for Australia sneaker brands in September 2026?
6 changes
In September 2026, HOKA overtook Nike to become the leader among sneaker brands in Australia, with 15.6% of the searches.
In September 2026, Converse overtook Puma to rank 8th among sneaker brands in Australia, with 7% of the searches.
In September 2026, New Balance overtook Skechers to rank 4th among sneaker brands in Australia, with 10.4% of the searches.
In September 2026, On gained share of searches among sneaker brands in Australia, from 6.6% to 8.5%.
In September 2026, Nike lost share of searches among sneaker brands in Australia, from 18% to 15.6%.
In September 2026, Adidas lost share of searches among sneaker brands in Australia, from 12.1% to 10.4%.
How are Nike’s branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Nike’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.
- nike running shoes
- nike shoes
Do you work for Nike? To request corrections or removal please contact us via our support page and we will be happy to assist.
Where does Nike compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Sneaker brands | 2nd of 14 | 15.6% | Shown above |
| Running shoe brands | 1st of 9 | 28.2% | Show ranking |
Is Nike 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.