Jockey vs Step One:Which is more popular?
In September 2026, Step One had more branded searches than Jockey among underwear brands in Australia. Step One had about 12,100 branded searches, while Jockey had 6,600. Step One made up 16.5% of all underwear brand searches we track, and Jockey accounted for 9%. When we asked ChatGPT and Google AI Overviews about underwear brands, Jockey and Step One each appeared in two of the five answers. Step One was mentioned before Jockey in two out of three answers that named either.
Who do people search for more?
Step One, about 83% more searches than Jockey
Who does AI mention more?
Both were mentioned in 2 of 5 answers.
Who does AI recommend more?
Step One, named ahead of Jockey in 2 of 3 answers
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Top underwear brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Jockey was mentioned in two out of five: not in any of the three ChatGPT answers, but in both Google AI Overviews. Step One was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Step One was listed before Jockey in two out of three answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Bonds1st
Boody2nd- Step One3rd
Jockey4th
Calvin Klein5th
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Bonds4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Boody4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Step One2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Jockey2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Calvin Klein1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
See every answer about underwear brands
5 answers
Asked ChatGPT
“What's the best underwear brand in Australia?”
Asked ChatGPT
“Which men's underwear brand is the most comfortable?”
Asked ChatGPT
“Where should I buy good quality everyday underwear?”
Searched Google, AI Overview
“mens underwear”
Searched Google, AI Overview
“underwear”
Brands are shown in the order each answer named them. The survey took place in Australia on October 23, 2026.
Is Jockey or Step One more popular in search?
This chart shows how often people search Google for Jockey and Step One by name. Each line represents a brand's share of searches for all five underwear brands we track, month by month, from searches in Australia.
Share of searches by month for Step One, Jockey. The figures are in the table below the chart.
View monthly share of searches table
| Month | Calvin Klein | Bonds | Step One | Boody | Jockey |
|---|---|---|---|---|---|
| Oct 2025 | 40.9% | 21.9% | 18.3% | 12.2% | 6.7% |
| Nov 2025 | 40% | 18.2% | 21.9% | 14.6% | 5.3% |
| Dec 2025 | 47.5% | 18.4% | 17.4% | 11.6% | 5.2% |
| Jan 2026 | 37.8% | 20.9% | 16.9% | 16.9% | 7.5% |
| Feb 2026 | 39% | 21.6% | 17.4% | 14.2% | 7.8% |
| Mar 2026 | 50.5% | 15.3% | 12.3% | 15.1% | 6.7% |
| Apr 2026 | 42.6% | 19.3% | 15.6% | 15.6% | 6.9% |
| May 2026 | 56.9% | 14.1% | 11.4% | 11.4% | 6.2% |
| Jun 2026 | 53.9% | 13.4% | 10.8% | 16.1% | 5.9% |
| Jul 2026 | 43.8% | 19.9% | 16% | 13.1% | 7.2% |
| Aug 2026 | 44.2% | 19.3% | 16.1% | 13.2% | 7.2% |
| Sep 2026 | 36.9% | 24.1% | 16.5% | 13.5% | 9% |
How has the Jockey and Step One comparison changed over the last 12 months?
3 findings
- Step One was ahead of Jockey in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Jockey’s share of searches among underwear brands in Australia moved from 6.7% to 9%, and its estimated monthly branded searches moved from 5.4K to 6.6K.
- Across the 12 months ending September 2026, Step One’s share of searches among underwear brands in Australia moved from 18.3% to 16.5%, and its estimated monthly branded searches moved from 14.8K to 12.1K.
How did search popularity change for Australia underwear brands in September 2026?
2 changes
In September 2026, Jockey gained share of searches among underwear brands in Australia, from 7.2% to 9%.
Step One’s share of searches among underwear brands in Australia has gained ground for 3 months in a row, from 10.8% to 16.5% in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Jockey’s and Step One’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.
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