How popular isDarn Tough?
In September 2026, people searched for Darn Tough by name about 49,500 times worldwide, about the same as the previous year. These searches made up 16.6% of all global running sock searches, placing Darn Tough third out of eight socks. When we asked both ChatGPT and Google AI Overviews about running socks, Darn Tough appeared in three of the four answers and was the fourth most recommended of the eight.
Darn Tough is the third most searched of 8 competitors and the fourth most recommended in AI answers.
SmartwoolShare of searches 30.3%Mentioned in 1 of 4 AI answersPlace in AI recommendations 5th
StanceShare of searches 20.3%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
Darn ToughShare of searches 16.6%Mentioned in 3 of 4 AI answersPlace in AI recommendations 4th
FeeturesShare of searches 16.6%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
BalegaShare of searches 7.4%Mentioned in 3 of 4 AI answersPlace in AI recommendations 2nd
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Top running socks in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Darn Tough was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Darn Tough is the fourth most recommended of the eight.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Feetures4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Darn Tough3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Balega3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Swiftwick3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Injinji2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers- Smartwool1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Stance0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Hilly0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about running socks
4 answers
Asked ChatGPT
“Which running sock should I buy?”
Asked ChatGPT
“What are the best running sock brands?”
Asked ChatGPT
“What's the best running sock for long-distance comfort?”
Searched Google, AI Overview
“running socks”
Searched Google, AI Overview
“merino running socks”
Google showed no AI Overview for this search.
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Which running socks compete with Darn Tough?
Share of searches by month for Smartwool, Stance, Darn Tough, Feetures, Balega, Injinji, Swiftwick. The figures are in the table below the chart.
View monthly share of searches table
| Month | Smartwool | Stance | Darn Tough | Feetures | Balega | Injinji | Swiftwick | Hilly |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 37.9% | 20.8% | 13.9% | 13.9% | 6.2% | 4.2% | 2.8% | 0.36% |
| Nov 2025 | 37.5% | 20.6% | 16.7% | 13.8% | 6.2% | 2.8% | 2.3% | 0.29% |
| Dec 2025 | 41.8% | 22.9% | 15.3% | 10.3% | 5.6% | 2.1% | 1.7% | 0.26% |
| Jan 2026 | 45% | 16.6% | 16.6% | 11.1% | 5% | 3.3% | 2.2% | 0.36% |
| Feb 2026 | 41% | 18.4% | 15% | 12.3% | 6.7% | 3.7% | 2.5% | 0.49% |
| Mar 2026 | 28.6% | 23.4% | 15.6% | 15.6% | 8.6% | 4.7% | 3.1% | 0.5% |
| Apr 2026 | 23.4% | 23.4% | 15.6% | 19.1% | 8.6% | 5.7% | 3.8% | 0.5% |
| May 2026 | 23.4% | 23.4% | 15.6% | 19.1% | 8.6% | 5.7% | 3.8% | 0.5% |
| Jun 2026 | 22.4% | 27.3% | 15% | 18.3% | 8.2% | 5.5% | 3% | 0.39% |
| Jul 2026 | 24.7% | 20.2% | 16.5% | 20.2% | 9% | 4.9% | 4% | 0.43% |
| Aug 2026 | 28.3% | 18.9% | 15.5% | 18.9% | 8.5% | 5.7% | 3.8% | 0.41% |
| Sep 2026 | 30.3% | 20.3% | 16.6% | 16.6% | 7.4% | 5% | 3.3% | 0.44% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 30.3% | 90.5K | 0% | +2 points | |
| 2, moved from 3rd to 2nd | 20.3% | 60.5K | 0% | +1.4 pointsmoved from 3rd to 2nd | |
| 3, moved from 4th to 3rd | 16.6% | 49.5K | 0% | +1.1 pointsmoved from 4th to 3rd | |
| 4, moved from 2nd to 4th | 16.6% | 49.5K | -18.2% | -2.3 pointsmoved from 2nd to 4th | |
| 5, held 5th | 7.4% | 22.2K | -18.1% | -1 points | |
| 6, held 6th | 5% | 14.8K | -18.2% | -0.7 points | |
| 7, held 7th | 3.3% | 9.9K | -18.2% | -0.5 points | |
| 8, held 8th | 0.44% | 1.3K | 0% | 0 points |
30.3%
Held 1st. 90.5K estimated branded searches, 0% vs prior month. Share +2 points.
2.
Stance20.3%
Moved from 3rd to 2nd. 60.5K estimated branded searches, 0% vs prior month. Share +1.4 points.
16.6%
Moved from 4th to 3rd. 49.5K estimated branded searches, 0% vs prior month. Share +1.1 points.
4.
Feetures16.6%
Moved from 2nd to 4th. 49.5K estimated branded searches, -18.2% vs prior month. Share -2.3 points.
5.
Balega7.4%
Held 5th. 22.2K estimated branded searches, -18.1% vs prior month. Share -1 points.
6.
Injinji5%
Held 6th. 14.8K estimated branded searches, -18.2% vs prior month. Share -0.7 points.
3.3%
Held 7th. 9.9K estimated branded searches, -18.2% vs prior month. Share -0.5 points.
8.
Hilly0.44%
Held 8th. 1.3K estimated branded searches, 0% vs prior month. Share 0 points.
Compare popularity between Darn Tough and its closest rivals
Every comparison with Darn Tough
14 comparisons
- Bombas vs Darn Tough
- Darn Tough vs Feetures
- Darn Tough vs Happy Socks
- Darn Tough vs Smartwool
- Darn Tough vs Stance
- Darn Tough vs First Lite
- Balega vs Darn Tough
- Darn Tough vs Icebreaker
- Darn Tough vs Injinji
- Darn Tough vs Swiftwick
- Darn Tough vs Thorlos
- Bridgedale vs Darn Tough
- Darn Tough vs Wigwam
- Darn Tough vs Hilly
How has branded search demand for Darn Tough changed worldwide over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Darn Tough worldwide held steady at 49.5K.
- Across the 12 months ending September 2026, Darn Tough’s share of searches among running socks worldwide increased from 13.9% to 16.6%.
- Across the 12 months ending September 2026, Darn Tough’s share of searches among running socks worldwide peaked at 16.7% in November 2025 and was lowest at 13.9% in October 2025.
How did search popularity change for running socks worldwide in September 2026?
6 changes
In September 2026, Stance overtook Feetures to rank 2nd among running socks worldwide, with 20.3% of the searches.
In September 2026, Darn Tough overtook Feetures to rank 3rd among running socks worldwide, with 16.6% of the searches.
In September 2026, Smartwool gained share of searches among running socks worldwide, from 28.3% to 30.3%.
In September 2026, Feetures lost share of searches among running socks worldwide, from 18.9% to 16.6%.
In September 2026, Balega lost share of searches among running socks worldwide, from 8.5% to 7.4%.
In September 2026, Injinji lost share of searches among running socks worldwide, from 5.7% to 5%.
How are Darn Tough’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Darn Tough’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.
- darn tough
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Where does Darn Tough compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Sock brands | 5th of 6 | 4.9% | Show ranking |
| Merino wool sock brands | 4th of 7 | 5.1% | Show ranking |
| Running socks | 3rd of 8 | 16.6% | Shown above |
| Walking socks brands | 2nd of 6 | 25.8% | Show ranking |
| Hiking socks | 2nd of 6 | 27.6% | Show ranking |
Is Darn Tough your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.