Decathlon vs JD Sports:Which is more popular?
In September 2026, JD Sports had more branded searches than Decathlon among sports retailers in Australia. JD Sports had about 368,000 branded searches, while Decathlon had 60,500. JD Sports made up 39.1% of all sports retailer searches we track, and Decathlon accounted for 6.4%. When we asked ChatGPT and Google AI Overviews about sports retailers, Decathlon appeared in all three answers and JD Sports in none.
Who do people search for more?
JD Sports, about 6 searches for every 1 for Decathlon
Who does AI mention more?
Decathlon, mentioned in every answer we collected
Who does AI recommend more?
Decathlon, the only one of the two named
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Top sports retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions, Decathlon appeared in all three answers. JD Sports did not appear in any of the three 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.
Rebel3 of 3Named in 3 of 3 ChatGPT answers- Decathlon3 of 3Named in 3 of 3 ChatGPT answers
Intersport1 of 3Named in 1 of 3 ChatGPT answers- JD Sports0 of 3Named in 0 of 3 ChatGPT answers
Amart Sports0 of 3Named in 0 of 3 ChatGPT answers
See every answer about sports retailers
3 answers
Asked ChatGPT
“What's the best sports store in Australia?”
Asked ChatGPT
“Where's the best place to buy sports gear in Australia?”
Asked ChatGPT
“Which sporting goods retailer has the best prices in Australia?”
Searched Google, AI Overview
“sports stores near me”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“sports store”
Google showed no AI Overview for this search.
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in Australia on October 23, 2026.
Is Decathlon or JD Sports more popular in search?
This chart shows how often people search Google for Decathlon and JD Sports by name. Each line represents a brand's share of searches for all five sports retailers we track, month by month, from searches in Australia.
Share of searches by month for JD Sports, Decathlon. The figures are in the table below the chart.
View monthly share of searches table
| Month | Rebel | JD Sports | Decathlon | Intersport | Amart Sports |
|---|---|---|---|---|---|
| Oct 2025 | 43.3% | 43.3% | 7.1% | 5.8% | 0.35% |
| Nov 2025 | 40% | 48.9% | 5.4% | 5.4% | 0.32% |
| Dec 2025 | 43.9% | 43.9% | 5.9% | 5.9% | 0.35% |
| Jan 2026 | 47.1% | 38.5% | 6.3% | 7.7% | 0.31% |
| Feb 2026 | 50.7% | 33.9% | 6.8% | 8.3% | 0.33% |
| Mar 2026 | 42.8% | 42.8% | 7% | 7% | 0.28% |
| Apr 2026 | 39.1% | 47.8% | 6.4% | 6.4% | 0.25% |
| May 2026 | 43.4% | 43.4% | 5.8% | 7.1% | 0.28% |
| Jun 2026 | 44.9% | 44.9% | 4.9% | 4.9% | 0.24% |
| Jul 2026 | 40.1% | 49% | 5.4% | 5.4% | 0.21% |
| Aug 2026 | 44% | 44% | 5.9% | 5.9% | 0.23% |
| Sep 2026 | 47.8% | 39.1% | 6.4% | 6.4% | 0.25% |
How has the Decathlon and JD Sports comparison changed over the last 12 months?
3 findings
- JD Sports was ahead of Decathlon in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Decathlon’s share of searches among sports retailers in Australia moved from 7.1% to 6.4%, and its estimated monthly branded searches moved from 74K to 60.5K.
- Across the 12 months ending September 2026, JD Sports’ share of searches among sports retailers in Australia moved from 43.3% to 39.1%, and its estimated monthly branded searches moved from 450K to 368K.
How did search popularity change for Australia sports retailers in September 2026?
3 changes
In September 2026, Rebel overtook JD Sports to become the leader among sports retailers in Australia, with 47.8% of the searches.
In September 2026, Decathlon gained share of searches among sports retailers in Australia, from 5.9% to 6.4%.
In September 2026, JD Sports lost share of searches among sports retailers in Australia, from 44% to 39.1%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Decathlon’s and JD Sports’ 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.
Other head-to-heads among sports retailers
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