How popular isOn?
In September 2026, people searched for On by name about 43,000 times in Australia, a 34% increase from the previous year. These searches made up 12.6% of all Australia running shoe brand searches, placing On fourth out of nine brands. When we asked both ChatGPT and Google AI Overviews about running shoe brands, On appeared in one of the five answers and was the seventh most recommended of the nine.
On is the fourth most searched of 9 competitors and the seventh most recommended in AI answers.
NikeShare of searches 28.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
ASICSShare of searches 18.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
AdidasShare of searches 12.6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
OnShare of searches 12.6%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th
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, On was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. On is the seventh most recommended of the nine.
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.
- 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
Asked ChatGPT
“What are the best running shoes in Australia?”
Asked ChatGPT
“Which running shoe brand is best for beginners?”
Asked ChatGPT
“Which running shoes are best for flat feet?”
Searched Google, AI Overview
“running shoes”
Searched Google, AI Overview
“best running shoes”
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 On?
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
| Month | Nike | ASICS | Adidas | On | New Balance | Brooks | HOKA | Saucony | Mizuno |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 27.5% | 15% | 12.3% | 15% | 12.3% | 6.7% | 6.7% | 2.4% | 2% |
| Nov 2025 | 30.5% | 16.6% | 13.6% | 11.1% | 11.1% | 6% | 7.4% | 1.8% | 1.8% |
| Dec 2025 | 30.1% | 16.5% | 13.5% | 11% | 11% | 7.3% | 7.3% | 1.7% | 1.7% |
| Jan 2026 | 30.5% | 16.6% | 13.6% | 11.1% | 11.1% | 6% | 7.4% | 1.8% | 1.8% |
| Feb 2026 | 29.8% | 16.3% | 13.3% | 10.9% | 10.9% | 7.2% | 7.2% | 2.1% | 2.1% |
| Mar 2026 | 26.6% | 17.8% | 14.6% | 11.9% | 11.9% | 6.5% | 6.5% | 1.9% | 2.4% |
| Apr 2026 | 23.1% | 15.4% | 12.6% | 18.9% | 10.3% | 10.3% | 5.6% | 2% | 1.7% |
| May 2026 | 19.9% | 13.3% | 10.9% | 24.4% | 8.9% | 13.3% | 5.9% | 1.8% | 1.4% |
| Jun 2026 | 15.7% | 12.9% | 8.6% | 35.2% | 7% | 12.9% | 4.7% | 1.7% | 1.4% |
| Jul 2026 | 24.5% | 16.4% | 13.4% | 13.4% | 8.9% | 13.4% | 6% | 2.2% | 1.8% |
| Aug 2026 | 27.7% | 18.5% | 12.4% | 10.1% | 10.1% | 10.1% | 6.7% | 2.4% | 2% |
| Sep 2026 | 28.2% | 18.8% | 12.6% | 12.6% | 10.3% | 6.9% | 6.9% | 2% | 1.7% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 28.2% | 22.2K | 0% | +0.5 points | |
| 2, held 2nd | 18.8% | 14.8K | 0% | +0.4 points | |
| 3, held 3rd | 12.6% | 9.9K | 0% | +0.2 points | |
| 4, moved from 6th to 4th | 12.6% | 9.9K | +22.2% | +2.5 pointsmoved from 6th to 4th | |
| 5, held 5th | 10.3% | 8.1K | 0% | +0.2 points | |
| 6, moved from 4th to 6th | 6.9% | 5.4K | -33.3% | -3.2 pointsmoved from 4th to 6th | |
| 7, held 7th | 6.9% | 5.4K | 0% | +0.1 points | |
| 8, held 8th | 2% | 1.6K | -15.8% | -0.3 points | |
| 9, held 9th | 1.7% | 1.3K | -18.8% | -0.3 points |
1.
Nike28.2%
Held 1st. 22.2K estimated branded searches, 0% vs prior month. Share +0.5 points.
2.
ASICS18.8%
Held 2nd. 14.8K estimated branded searches, 0% vs prior month. Share +0.4 points.
3.
Adidas12.6%
Held 3rd. 9.9K estimated branded searches, 0% vs prior month. Share +0.2 points.
4.
On12.6%
Moved from 6th to 4th. 9.9K estimated branded searches, +22.2% vs prior month. Share +2.5 points.
10.3%
Held 5th. 8.1K estimated branded searches, 0% vs prior month. Share +0.2 points.
6.
Brooks6.9%
Moved from 4th to 6th. 5.4K estimated branded searches, -33.3% vs prior month. Share -3.2 points.
7.
HOKA6.9%
Held 7th. 5.4K estimated branded searches, 0% vs prior month. Share +0.1 points.
8.
Saucony2%
Held 8th. 1.6K estimated branded searches, -15.8% vs prior month. Share -0.3 points.
9.
Mizuno1.7%
Held 9th. 1.3K estimated branded searches, -18.8% vs prior month. Share -0.3 points.
Compare popularity between On and its closest rivals
Every comparison with On
16 comparisons
How has branded search demand for On changed in Australia over the last 12 months?
4 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for On in Australia rose from 32.1K to 43K.
- Across the 12 months ending September 2026, On’s share of searches among running shoe brands in Australia decreased from 15% to 12.6%.
- Across the 12 months ending September 2026, On’s share of searches among running shoe brands in Australia peaked at 35.2% in June 2026 and was lowest at 10.1% in August 2026.
- Across the 12 months ending September 2026, On fell from 3rd to 4th among running shoe brands in Australia.
How did search popularity change for Australia running shoe brands in September 2026?
6 changes
In September 2026, On overtook Brooks and New Balance to rank 4th among running shoe brands in Australia, with 12.6% of the searches.
In September 2026, Nike gained share of searches among running shoe brands in Australia, from 27.7% to 28.2%.
In September 2026, Brooks lost share of searches among running shoe brands in Australia, from 10.1% to 6.9%.
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.
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.
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 On’s branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using On’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.
- on running shoes
- on shoes
Do you work for On? To request corrections or removal please contact us via our support page and we will be happy to assist.
Where does On compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Sneaker brands | 7th of 14 | 8.5% | Show ranking |
| Running shoe brands | 4th of 9 | 12.6% | Shown above |
Is On 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.