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 15.5% 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. Ariat42.6%
  2. Carhartt28.5%
  3. Columbia15.5%
  4. Castelli7%
  5. First Lite5.7%
  6. Burton0.77%
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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, Castelli, First Lite. The figures are in the table below the chart.

View monthly share of search table
MonthAriatCarharttColumbiaCastelliFirst LiteBurton
Oct 202531.2%38.2%17%6.3%6.3%1%
Nov 202527.6%41.4%20.7%3.7%5.5%1.1%
Dec 202528.8%43.1%20%3.2%3.2%1.7%
Jan 202630.3%37.1%21%6.1%2.7%2.7%
Feb 202636.2%29.7%19.8%8.9%3.3%2.2%
Mar 202648.7%21.8%15.9%9.8%2.9%0.88%
Apr 202652.4%15.6%15.6%12.8%3.2%0.42%
May 202654.2%13.3%14.8%13.3%4%0.35%
Jun 202656.6%13.9%14.3%11.4%3.4%0.37%
Jul 202651.1%15.3%15.9%12.6%4.6%0.5%
Aug 202647.7%17.4%14.8%11.7%7.8%0.57%
Sep 202642.6%28.5%15.5%7%5.7%0.77%

  1. 1.Ariat

    42.6%

    Held 1st. 673K estimated branded searches, 0% vs prior month. Share -5.1 points.

  2. 2.Carhartt

    28.5%

    Held 2nd. 450K estimated branded searches, +82.9% vs prior month. Share +11 points.

  3. 3.Columbia

    15.5%

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

  4. 4.Castelli

    7%

    Held 4th. 110K estimated branded searches, -33.3% vs prior month. Share -4.7 points.

  5. 5.First Lite

    5.7%

    Held 5th. 90.5K estimated branded searches, -17.7% vs prior month. Share -2.1 points.

  6. 6.Burton

    0.77%

    Held 6th. 12.1K estimated branded searches, +49.4% vs prior month. Share +0.2 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 17% to 15.5%.
  • Across the 12 months ending September 2026, Columbia’s estimated Share of Search among base layer brands worldwide peaked at 21% in January 2026 and was lowest at 14.3% in June 2026.

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

  1. In September 2026, Carhartt gained estimated Share of Search among base layer brands worldwide, from 17.4% to 28.5%.

  2. In September 2026, Columbia gained estimated Share of Search among base layer brands worldwide, from 14.8% to 15.5%.

  3. In September 2026, Ariat lost estimated Share of Search among base layer brands worldwide, from 47.7% to 42.6%.

  4. In September 2026, Castelli lost estimated Share of Search among base layer brands worldwide, from 11.7% to 7%.

  5. In September 2026, First Lite lost estimated Share of Search among base layer brands worldwide, from 7.8% to 5.7%.

  6. Estimated monthly branded searches for Burton worldwide fell 45.5% over 12 measured months, from 22.2K to 12.1K in September 2026.

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 brands4th of 72.8%Show ranking
Waterproof jacket brands6th of 64.4%Show ranking
Hiking shoe brands3rd of 54.9%Show ranking
Backpack cooler brands3rd of 714.9%Show ranking
Base layer brands3rd of 615.5%Shown above
Softshell jacket brands2nd of 334.6%Show ranking
Hiking boots2nd of 622.6%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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