Culture Kings vs JD Sports:Which is more popular?
In September 2026, JD Sports had more branded searches than Culture Kings among sneaker retailers in Australia. JD Sports had about 368,000 branded searches, while Culture Kings had 165,000. JD Sports made up 35.2% of all sneaker retailer searches we track, and Culture Kings accounted for 15.8%. When we asked ChatGPT and Google AI Overviews about sneaker retailers, Culture Kings appeared in two of the four answers and JD Sports in one. Culture Kings and JD Sports were each mentioned first in one of the two answers.
Who do people search for more?
JD Sports, about 2 searches for every 1 for Culture Kings
Who does AI mention more?
Culture Kings, mentioned in 2 of 4 answers, JD Sports in 1
Who does AI recommend more?
Each is named first in 1 of 2 answers.
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Top sneaker retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Culture Kings was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. JD Sports was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Culture Kings and JD Sports were each listed first in one of the two 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.
Foot Locker3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers- Culture Kings2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- JD Sports1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Hype DC1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
The Athlete's Foot1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Platypus0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about sneaker retailers
4 answers
Asked ChatGPT
“Where should I buy sneakers in Australia?”
Asked ChatGPT
“What are the best sneaker stores in Australia?”
Asked ChatGPT
“Which store in Australia has the best range of running shoes?”
Searched Google, AI Overview
“sneakers”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“shoe stores”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in Australia on October 22, 2026.
Is Culture Kings or JD Sports more popular in search?
This chart shows how often people search Google for Culture Kings and JD Sports by name. Each line represents a brand's share of searches for all six sneaker retailers we track, month by month, from searches in Australia.
Share of searches by month for JD Sports, Culture Kings. The figures are in the table below the chart.
View monthly share of searches table
| Month | JD Sports | Foot Locker | Culture Kings | Platypus | Hype DC | The Athlete's Foot |
|---|---|---|---|---|---|---|
| Oct 2025 | 35.5% | 29.1% | 15.9% | 13% | 3.9% | 2.6% |
| Nov 2025 | 32.3% | 32.3% | 17.7% | 11.8% | 4.3% | 1.6% |
| Dec 2025 | 34.5% | 28.2% | 18.9% | 12.6% | 3.8% | 2.1% |
| Jan 2026 | 36.3% | 29.7% | 13.3% | 13.3% | 4% | 3.3% |
| Feb 2026 | 31.9% | 31.9% | 17.5% | 11.6% | 4.3% | 2.9% |
| Mar 2026 | 37.7% | 30.8% | 13.8% | 11.3% | 4.1% | 2.3% |
| Apr 2026 | 41.9% | 28.1% | 12.6% | 10.3% | 4.6% | 2.5% |
| May 2026 | 36.6% | 29.9% | 13.4% | 13.4% | 4% | 2.7% |
| Jun 2026 | 39.9% | 26.7% | 14.6% | 12% | 4.4% | 2.4% |
| Jul 2026 | 42.8% | 28.6% | 12.8% | 10.5% | 3.2% | 2.1% |
| Aug 2026 | 39.3% | 26.3% | 14.4% | 11.8% | 5.3% | 2.9% |
| Sep 2026 | 35.2% | 28.8% | 15.8% | 12.9% | 4.7% | 2.6% |
How has the Culture Kings and JD Sports comparison changed over the last 12 months?
3 findings
- JD Sports was ahead of Culture Kings in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Culture Kings’ share of searches among sneaker retailers in Australia moved from 15.9% to 15.8%, and its estimated monthly branded searches moved from 201K to 165K.
- Across the 12 months ending September 2026, JD Sports’ share of searches among sneaker retailers in Australia moved from 35.5% to 35.2%, and its estimated monthly branded searches moved from 450K to 368K.
How did search popularity change for Australia sneaker retailers in September 2026?
2 changes
In September 2026, Culture Kings gained share of searches among sneaker retailers in Australia, from 14.4% to 15.8%.
In September 2026, JD Sports lost share of searches among sneaker retailers in Australia, from 39.3% to 35.2%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Culture Kings’ 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.
Culture Kings
1 branded search term
- culture kings
JD Sports
1 branded search term
- jd sports
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