Brandwave

How popular isColumbia?

In September 2026, people searched for Columbia by name about 272,000 times worldwide, a 29.9% decrease from the previous year. These searches made up 1.3% of all global ski jacket searches, placing Columbia seventh out of nine jackets. When we asked both ChatGPT and Google AI Overviews about ski jackets, Columbia appeared in four of the five answers and was the third most recommended of the nine.

Search and AI answers in September 2026

Columbia is the seventh most searched of 9 competitors and the third most recommended in AI answers.

  1. The North FaceShare of searches 40%Mentioned in 3 of 5 AI answersPlace in AI recommendations 6th
  2. PatagoniaShare of searches 26.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  3. Arc'teryxShare of searches 22%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  4. Helly HansenShare of searches 5.4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  5. ColumbiaShare of searches 1.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd

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Top ski jackets in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Columbia was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Columbia is the third most recommended of the nine.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Arc'teryx1st
  2. Helly Hansen2nd
  3. Columbia3rd
  4. Patagonia4th
  5. Norrøna5th
  6. The North Face6th
  7. Outdoor Research7th
  8. Spyder–
  9. Salomon–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Helly Hansen5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Arc'teryx4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Columbia4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • The North Face3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Patagonia3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Norrøna3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Outdoor Research3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Spyder0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Salomon0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about ski jackets

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 19, 2026.

Which ski jackets compete with Columbia?

Columbia against ski jackets worldwide, by month

Share of searches by month for The North Face, Patagonia, Arc'teryx, Helly Hansen, Columbia. The figures are in the table below the chart.

View monthly share of searches table
MonthThe North FacePatagoniaArc'teryxHelly HansenSpyderNorrønaColumbiaOutdoor ResearchSalomon
Oct 202544.6%27.2%18.2%5.5%1.5%1.1%1.1%0.6%0.18%
Nov 202549.8%22.4%18.3%5.5%1%0.9%1.3%0.6%0.14%
Dec 202547.6%21.4%21.4%5.2%1.2%0.86%1.3%0.71%0.18%
Jan 202644.7%24.6%20.1%6%1.4%1.2%0.99%0.66%0.25%
Feb 202641.7%28%18.7%5.6%1.5%2.1%1.1%0.92%0.27%
Mar 202637.7%33.7%18.4%4.5%1.8%1.7%1.1%0.75%0.32%
Apr 202634.6%34.9%19.1%4.7%2.3%1.7%1.4%0.94%0.37%
May 202638.9%32%17.5%5.3%2.5%1.3%1.3%0.87%0.33%
Jun 202635%35.2%19.3%4.7%1.8%1.2%1.4%0.95%0.36%
Jul 202639.6%32.6%17.8%4.4%1.7%1.3%1.3%0.88%0.34%
Aug 202639.5%29.6%19.7%4.9%1.9%1.8%1.5%0.8%0.38%
Sep 202640%26.9%22%5.4%1.7%1.6%1.3%0.73%0.29%

  1. 1.The North Face

    40%

    Held 1st. 4.1M estimated branded searches, +11.2% vs prior month. Share +0.5 points.

  2. 2.Patagonia

    26.9%

    Held 2nd. 2.7M estimated branded searches, 0% vs prior month. Share -2.7 points.

  3. 3.Arc'teryx

    22%

    Held 3rd. 2.2M estimated branded searches, +22.4% vs prior month. Share +2.3 points.

  4. 4.Helly Hansen

    5.4%

    Held 4th. 550K estimated branded searches, +22.2% vs prior month. Share +0.5 points.

  5. 5.Spyder

    1.7%

    Held 5th. 177K estimated branded searches, 0% vs prior month. Share -0.2 points.

  6. 6.Norrøna

    1.6%

    Held 6th. 165K estimated branded searches, 0% vs prior month. Share -0.2 points.

  7. 7.Columbia

    1.3%

    Held 7th. 135K estimated branded searches, 0% vs prior month. Share -0.1 points.

  8. 8.Outdoor Research

    0.73%

    Held 8th. 74K estimated branded searches, 0% vs prior month. Share -0.1 points.

  9. 9.Salomon

    0.29%

    Held 9th. 30K estimated branded searches, -14.3% vs prior month. Share -0.1 points.

Compare popularity between Columbia and its closest rivals

Every comparison with Columbia

50 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Columbia worldwide fell from 388K to 272K.
  • Across the 12 months ending September 2026, Columbia fell from 6th to 7th among ski jackets worldwide.

How did search popularity change for ski jackets worldwide in September 2026?

6 changes

  1. In September 2026, Arc'teryx gained share of searches among ski jackets worldwide, from 19.7% to 22%.

  2. In September 2026, Helly Hansen gained share of searches among ski jackets worldwide, from 4.9% to 5.4%.

  3. In September 2026, Patagonia lost share of searches among ski jackets worldwide, from 29.6% to 26.9%.

  4. Estimated monthly branded searches for The North Face worldwide fell 39.3% over 12 measured months, from 6.7M to 4.1M in September 2026.

  5. Estimated monthly branded searches for Spyder worldwide fell 19.2% over 12 measured months, from 219K to 177K in September 2026.

  6. Estimated monthly branded searches for Outdoor Research worldwide fell 18.2% over 12 measured months, from 90.5K to 74K in September 2026.

How are Columbia’s branded searches counted?

4 search terms

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.

  • columbia hiking boots
  • columbia hiking shoes
  • 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

Where does Columbia compete?

Columbia is ranked in 15 competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Puffer jacket brands9th of 90.53%Show ranking
Waterproof jacket brands8th of 92%Show ranking
Jackets6th of 62.1%Show ranking
Waterproof boots brands6th of 102.2%Show ranking
Outdoor clothing brands7th of 112.2%Show ranking
Snow pants brands7th of 91%Show ranking
Ski jackets7th of 91.3%Shown above
Fleece brands5th of 52.5%Show ranking
Base layer brands3rd of 86.2%Show ranking
Softshell jacket brands4th of 67.2%Show ranking
Hiking shoe brands4th of 74.2%Show ranking
Hiking footwear brands8th of 101.7%Show ranking
Backpack cooler brands2nd of 917.2%Show ranking
Cargo shorts brands3rd of 610.6%Show ranking
Hiking boots2nd of 821.9%Show ranking
Creator with pink hair and a pink jacket

Is Columbia your brand?

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