Brandwave

How popular isPuma?

In September 2026, people searched for Puma by name about 14,800 times in Australia, about the same as the previous year. These searches made up 3.8% of all Australia sneaker brand searches, placing Puma ninth out of 14 brands. When we asked both ChatGPT and Google AI Overviews about sneaker brands, Puma appeared in two of the five answers and was the sixth most recommended of the 14.

Search and AI answers in September 2026

Puma is the ninth most searched of 14 competitors and the sixth most recommended in AI answers.

  1. HOKAShare of searches 15.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  2. NikeShare of searches 15.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 9th
  3. AdidasShare of searches 10.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  4. New BalanceShare of searches 10.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  5. PumaShare of searches 3.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th

+9 more

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Top sneaker brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Puma was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Puma is the sixth most recommended of the 14.

Most recommended by AI

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

  1. New Balance1st
  2. Adidas2nd
  3. HOKA3rd
  4. ASICS4th
  5. Reebok5th
  6. Puma6th
  7. Skechers7th
  8. On8th
  9. Nike9th
  10. Converse9th
  11. +4 more

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

+4 more

See every answer about sneaker 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 sneaker brands compete with Puma?

Puma against sneaker brands in Australia, by month

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
MonthHOKANikeAdidasNew BalanceSkechersASICSOnConversePumaReebokVansVolleyVEJAAllbirds
Oct 202515.6%19%10.4%10.4%10.4%7%7%3.8%4.6%3.1%3.1%2.5%1.4%1.7%
Nov 202515.8%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 202516.8%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 202616.5%16.5%9%11.1%13.5%9%7.4%3.3%4%3.3%2.2%1.8%0.98%1.2%
Feb 202616.7%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 202614.7%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 202616.2%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 202616.4%16.4%13.4%11%11%7.3%6%3.3%4%3.3%2.2%2.7%1.2%1.8%
Jun 202616%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 202615.3%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 202614.7%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 202615.6%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%

  1. 1.HOKA

    15.6%

    Moved from 2nd to 1st. 60.5K estimated branded searches, 0% vs prior month. Share +0.8 points.

  2. 2.Nike

    15.6%

    Moved from 1st to 2nd. 60.5K estimated branded searches, -18.2% vs prior month. Share -2.5 points.

  3. 3.Adidas

    10.4%

    Held 3rd. 40.5K estimated branded searches, -18.2% vs prior month. Share -1.6 points.

  4. 4.New Balance

    10.4%

    Moved from 5th to 4th. 40.5K estimated branded searches, 0% vs prior month. Share +0.6 points.

  5. 5.Skechers

    10.4%

    Moved from 4th to 5th. 40.5K estimated branded searches, -18.2% vs prior month. Share -1.6 points.

  6. 6.ASICS

    8.5%

    Held 6th. 33.1K estimated branded searches, 0% vs prior month. Share +0.5 points.

  7. 7.On

    8.5%

    Held 7th. 33.1K estimated branded searches, +22.1% vs prior month. Share +1.9 points.

  8. 8.Converse

    7%

    Moved from 9th to 8th. 27.1K estimated branded searches, +83.1% vs prior month. Share +3.4 points.

  9. 9.Puma

    3.8%

    Moved from 8th to 9th. 14.8K estimated branded searches, -18.2% vs prior month. Share -0.6 points.

  10. 10.Reebok

    3.1%

    Held 10th. 12.1K estimated branded searches, -18.2% vs prior month. Share -0.5 points.

  11. 11.Vans

    2.5%

    Held 11th. 9.9K estimated branded searches, 0% vs prior month. Share +0.1 points.

  12. 12.Volley

    2.1%

    Held 12th. 8.1K estimated branded searches, -18.2% vs prior month. Share -0.3 points.

  13. 13.VEJA

    1.1%

    Moved from 14th to 13th. 4.4K estimated branded searches, 0% vs prior month. Share +0.1 points.

  14. 14.Allbirds

    0.93%

    Moved from 13th to 14th. 3.6K estimated branded searches, -18.2% vs prior month. Share -0.1 points.

Compare popularity between Puma and its closest rivals

Every comparison with Puma

13 comparisons

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

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Puma in Australia held steady at 14.8K.
  • Across the 12 months ending September 2026, Puma’s share of searches among sneaker brands in Australia decreased from 4.6% to 3.8%.
  • Across the 12 months ending September 2026, Puma’s share of searches among sneaker brands in Australia peaked at 5% in December 2025 and was lowest at 3.7% in July 2026.
  • Across the 12 months ending September 2026, Puma fell from 8th to 9th among sneaker brands in Australia.

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

6 changes

  1. In September 2026, HOKA overtook Nike to become the leader among sneaker brands in Australia, with 15.6% of the searches.

  2. In September 2026, Converse overtook Puma to rank 8th among sneaker brands in Australia, with 7% of the searches.

  3. In September 2026, New Balance overtook Skechers to rank 4th among sneaker brands in Australia, with 10.4% of the searches.

  4. In September 2026, On gained share of searches among sneaker brands in Australia, from 6.6% to 8.5%.

  5. In September 2026, Nike lost share of searches among sneaker brands in Australia, from 18% to 15.6%.

  6. In September 2026, Adidas lost share of searches among sneaker brands in Australia, from 12.1% to 10.4%.

How are Puma’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Puma’s 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.

  • puma shoes

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