--- title: "Decathlon vs JD Sports: Which is searched more in Australia?" description: "Is Decathlon or JD Sports more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Sports retailers set in Australia. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/au/compare/decathlon-uk-vs-jd-sports" publisher: "Brandwave" --- # Decathlon vs JD Sports: Which is searched more in Australia? Is Decathlon or JD Sports more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Sports retailers set in Australia. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: Decathlon and JD Sports - **Competitive set**: Sports retailers - **Market**: Australia - **Month measured**: Sep 2026 - **Decathlon Share of Search**: 6.4% - **JD Sports Share of Search**: 39.1% ## Is Decathlon or JD Sports more popular in search? - 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%. - 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. ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | All answers that named it | | --- | --- | --- | --- | | Decathlon | 1st | 3 of 3 | 3 of 3 | | Rebel | 2nd | 3 of 3 | 3 of 3 | | Intersport | 3rd | 1 of 3 | 1 of 3 | | JD Sports | Not ranked | 0 of 3 | 0 of 3 | | Amart Sports | Not ranked | 0 of 3 | 0 of 3 | ## Every AI answer about sports retailers - Asked ChatGPT "What's the best sports store in Australia?": 1. Rebel, 2. Decathlon, 3. Intersport - Asked ChatGPT "Where's the best place to buy sports gear in Australia?": 1. Decathlon, 2. Rebel - Asked ChatGPT "Which sporting goods retailer has the best prices in Australia?": 1. Decathlon, 2. Rebel Not named in any answer: JD Sports and Amart Sports. Brands are listed in the order each answer named them. The answers were collected in Australia on October 23, 2026. ## How did search popularity change for Australia sports retailers in September 2026? - 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%. ## Month by month | Month | Decathlon estimated searches | Decathlon Share of Search | Decathlon rank | JD Sports estimated searches | JD Sports Share of Search | JD Sports rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 74K | 7.1% | 3 | 450K | 43.3% | 1 | | Nov 2025 | 74K | 5.4% | 3 | 673K | 48.9% | 1 | | Dec 2025 | 90.5K | 5.9% | 3 | 673K | 43.9% | 1 | | Jan 2026 | 74K | 6.3% | 4 | 450K | 38.5% | 2 | | Feb 2026 | 60.5K | 6.8% | 4 | 301K | 33.9% | 2 | | Mar 2026 | 74K | 7% | 3 | 450K | 42.8% | 1 | | Apr 2026 | 74K | 6.4% | 3 | 550K | 47.8% | 1 | | May 2026 | 60.5K | 5.8% | 4 | 450K | 43.4% | 1 | | Jun 2026 | 60.5K | 4.9% | 3 | 550K | 44.9% | 1 | | Jul 2026 | 60.5K | 5.4% | 3 | 550K | 49% | 1 | | Aug 2026 | 60.5K | 5.9% | 3 | 450K | 44% | 1 | | Sep 2026 | 60.5K | 6.4% | 3 | 368K | 39.1% | 2 | ## How each brand is measured 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. - **Decathlon**: Measured on the search term “decathlon”. - **JD Sports**: Measured on the search term “jd sports”. - [Decathlon profile](/demand/au/brands/decathlon-uk) - [JD Sports profile](/demand/au/brands/jd-sports) - [All sports retailers in Australia](/demand/au/categories/au-sports-retailers): The set both shares are measured inside, 5 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Decathlon or JD Sports more popular in search? 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%. ## Cite this page Brandwave. "Decathlon vs JD Sports: Which is searched more in Australia?". https://gobrandwave.com/demand/au/compare/decathlon-uk-vs-jd-sports This page is also available as HTML at https://gobrandwave.com/demand/au/compare/decathlon-uk-vs-jd-sports. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.