HOKA vs New Balance:Which is more popular?
In September 2026, HOKA had more branded searches than New Balance among sneaker brands in Australia. HOKA had about 60,500 branded searches, while New Balance had 40,500. HOKA made up 15.6% of all sneaker brand searches we track, and New Balance accounted for 10.4%. When we asked ChatGPT and Google AI Overviews about sneaker brands, New Balance appeared in four of the five answers and HOKA in two. New Balance was mentioned before HOKA in three out of four answers.
Who do people search for more?
HOKA, about 49% more searches than New Balance
Who does AI mention more?
New Balance, mentioned in 4 of 5 answers, HOKA in 2
Who does AI recommend more?
New Balance, named ahead of HOKA in 3 of 4 answers
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Top sneaker 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. HOKA was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. New Balance was listed before HOKA in three out of four 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.
- 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.
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 14 sneaker brands we track, month by month, from searches in Australia.
Share of searches by month for HOKA, New Balance. 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% |
How has the HOKA and New Balance comparison changed over the last 12 months?
3 findings
- HOKA was ahead of New Balance in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, HOKA’s share of searches among sneaker brands in Australia held steady at 15.6%, and its estimated monthly branded searches moved from 49.5K to 60.5K.
- Across the 12 months ending September 2026, New Balance’s share of searches among sneaker brands in Australia held steady at 10.4%, and its estimated monthly branded searches moved from 33.1K to 40.5K.
How did search popularity change for Australia sneaker brands in September 2026?
2 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, New Balance overtook Skechers to rank 4th among sneaker brands in Australia, with 10.4% of the searches.
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 shoes
New Balance
1 branded search term
- new balance shoes
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