Brandwave

How popular isColumbia in search?

In September 2026, there were an estimated 245K branded searches for Columbia worldwide which is down 33.1% over the last 12 months. Columbia holds 13.9% estimated Share of Search among base layer brands worldwide and is ranked 3rd of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Ariat38.1%
  2. Carhartt30.1%
  3. Columbia13.9%
  4. Burton6.6%
  5. Castelli6.2%
  6. First Lite5.1%
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Which base layer brands compete with Columbia?

Columbia against base layer brands worldwide, by month

Share of Search by month for Ariat, Carhartt, Columbia, Burton, Castelli, First Lite. The figures are in the table below the chart.

View monthly share of search table
MonthAriatCarharttColumbiaBurtonCastelliFirst Lite
Oct 202528.1%38.6%15.3%6.7%5.6%5.6%
Nov 202524.9%40.5%18.7%7.6%3.4%5%
Dec 202524.6%40.4%17.1%12.6%2.7%2.7%
Jan 202624.1%33.5%16.7%18.7%4.8%2.2%
Feb 202628%27.8%15.3%19.5%6.9%2.5%
Mar 202641%25%13.4%10%8.2%2.5%
Apr 202646.6%20.5%13.9%4.7%11.4%2.8%
May 202648.6%18.5%13.3%4.1%11.9%3.6%
Jun 202649.7%20.6%12.6%4.1%10%3%
Jul 202643.9%22.4%13.6%5.3%10.8%4%
Aug 202642.3%21.3%13.1%5.9%10.4%6.9%
Sep 202638.1%30.1%13.9%6.6%6.2%5.1%

  1. 1.Ariat

    38.1%

    Held 1st. 673K estimated branded searches, 0% vs prior month. Share -4.2 points.

  2. 2.Carhartt

    30.1%

    Held 2nd. 533K estimated branded searches, +56.9% vs prior month. Share +8.8 points.

  3. 3.Columbia

    13.9%

    Held 3rd. 245K estimated branded searches, +17.2% vs prior month. Share +0.7 points.

  4. 4.Burton

    6.6%

    Moved from 6th to 4th. 116K estimated branded searches, +23.7% vs prior month. Share +0.7 points.

  5. 5.Castelli

    6.2%

    Moved from 4th to 5th. 110K estimated branded searches, -33.3% vs prior month. Share -4.2 points.

  6. 6.First Lite

    5.1%

    Moved from 5th to 6th. 90.5K estimated branded searches, -17.7% vs prior month. Share -1.8 points.

Compare search popularity between Columbia and its closest rivals

Every comparison with Columbia

How has branded search demand for Columbia changed worldwide over the last 12 months?

  • Across the 12 months ending September 2026, estimated monthly branded searches for Columbia worldwide fell from 366K to 245K.
  • Across the 12 months ending September 2026, Columbia’s estimated Share of Search among base layer brands worldwide decreased from 15.3% to 13.9%.
  • Across the 12 months ending September 2026, Columbia’s estimated Share of Search among base layer brands worldwide peaked at 18.7% in November 2025 and was lowest at 12.6% in June 2026.

How did search popularity change for base layer brands worldwide in September 2026?

  1. In September 2026, Burton overtook Castelli and First Lite to rank 4th among base layer brands worldwide, with 6.6% estimated Share of Search.

  2. In September 2026, Carhartt gained estimated Share of Search among base layer brands worldwide, from 21.3% to 30.1%.

  3. In September 2026, Columbia gained estimated Share of Search among base layer brands worldwide, from 13.1% to 13.9%.

  4. In September 2026, Ariat lost estimated Share of Search among base layer brands worldwide, from 42.3% to 38.1%.

  5. In September 2026, Castelli lost estimated Share of Search among base layer brands worldwide, from 10.4% to 6.2%.

  6. In September 2026, First Lite lost estimated Share of Search among base layer brands worldwide, from 6.9% to 5.1%.

Where does Columbia compete?

Columbia is ranked in ten competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Jackets6th of 62.1%Show ranking
Outdoor clothing brands6th of 92.4%Show ranking
Fleece brands5th of 52.5%Show ranking
Waterproof boots brands5th of 72.6%Show ranking
Waterproof jacket brands6th of 64.3%Show ranking
Hiking shoe brands4th of 54.7%Show ranking
Backpack cooler brands3rd of 712.6%Show ranking
Base layer brands3rd of 613.9%Shown above
Hiking boots3rd of 616.8%Show ranking
Softshell jacket brands2nd of 330.8%Show ranking

How is Columbia measured?

Brandwave collects information about searches that people make online using Columbia’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

2 branded search terms

  • columbia jacket
  • columbia sportswear

Do you work for Columbia? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Creator with pink hair and a pink jacket

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