HOKA vs New Balance:Which is more popular?
In September 2026, New Balance had more branded searches than HOKA among running shoe brands in Australia. New Balance had about 8,100 branded searches, while HOKA had 5,400. New Balance made up 10.3% of all running shoe brand searches we track, and HOKA accounted for 6.9%. When we asked ChatGPT and Google AI Overviews about running shoe brands, HOKA and New Balance each appeared in four of the five answers. New Balance was mentioned before HOKA in three out of five answers.
Who do people search for more?
New Balance, about 50% more searches than HOKA
Who does AI mention more?
Both were mentioned in 4 of 5 answers.
Who does AI recommend more?
New Balance, named ahead of HOKA in 3 of 5 answers
Follow HOKA vs New Balance and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top running shoe brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, HOKA was mentioned in four out of five: in all three ChatGPT answers and in one of the 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 was listed before HOKA in three out of five answers.
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.
Is HOKA or New Balance more popular in search?
This chart shows how often people search Google for HOKA and New Balance by name. Each line represents a brand's share of searches for all nine running shoe brands we track, month by month, from searches in Australia.
Share of searches by month for New Balance, HOKA. 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% |
How has the HOKA and New Balance comparison changed over the last 12 months?
3 findings
- New Balance was ahead of HOKA in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, HOKA’s share of searches among running shoe brands in Australia moved from 6.7% to 6.9%, and its estimated monthly branded searches moved from 4.4K to 5.4K.
- Across the 12 months ending September 2026, New Balance’s share of searches among running shoe brands in Australia moved from 12.3% to 10.3%, and its estimated monthly branded searches held steady at 8.1K.
How did search popularity change for Australia running shoe brands in September 2026?
3 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.
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 branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using HOKA’s and New Balance’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
HOKA
1 branded search term
- hoka running shoes
New Balance
1 branded search term
- new balance running shoes
Other head-to-heads among running shoe brands
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.