Brandwave

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 25.8% of all global walking socks brand searches, placing Darn Tough second out of six brands. When we asked both ChatGPT and Google AI Overviews about walking socks brands, Darn Tough appeared in all answers and was the most recommended of the six.

Search and AI answers in September 2026

Darn Tough is the second most searched of 6 competitors and the most recommended in AI answers.

  1. SmartwoolShare of searches 47.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  2. Darn ToughShare of searches 25.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. BalegaShare of searches 11.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  4. InjinjiShare of searches 7.7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th
  5. ThorlosShare of searches 4.2%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th

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Top walking socks brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Darn Tough appeared in all five answers. Darn Tough is the most recommended of the six.

Most recommended by AI

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

  1. Darn Tough1st
  2. Smartwool2nd
  3. Balega3rd
  4. Injinji4th
  5. Thorlos5th
  6. Bridgedale–

Mentioned by AI

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

  • Smartwool5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Darn Tough5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Injinji4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Balega2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Thorlos1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bridgedale0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about walking socks brands

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 21, 2026.

Which walking socks brands compete with Darn Tough?

Darn Tough against walking socks brands worldwide, by month

Share of searches by month for Smartwool, Darn Tough, Balega, Injinji, Thorlos, Bridgedale. The figures are in the table below the chart.

View monthly share of searches table
MonthSmartwoolDarn ToughBalegaInjinjiThorlosBridgedale
Oct 202556.8%20.8%9.3%6.2%3.4%3.4%
Nov 202555.7%24.9%9.2%4.1%2.7%3.4%
Dec 202561%22.3%8.2%3%2.5%3%
Jan 202660.6%22.3%6.7%4.5%3%3%
Feb 202657.8%21.2%9.5%5.2%3.5%2.8%
Mar 202646%25.2%13.8%7.5%4.1%3.4%
Apr 202640.3%27%14.8%9.9%4.4%3.6%
May 202640.3%27%14.8%9.9%4.4%3.6%
Jun 202640.6%27.2%14.9%9.9%4.4%3%
Jul 202641.7%27.9%15.3%8.3%3.7%3%
Aug 202645.9%25.1%13.7%9.2%3.3%2.7%
Sep 202647.2%25.8%11.6%7.7%4.2%3.4%

  1. 1.Smartwool

    47.2%

    Held 1st. 90.5K estimated branded searches, 0% vs prior month. Share +1.3 points.

  2. 2.Darn Tough

    25.8%

    Held 2nd. 49.5K estimated branded searches, 0% vs prior month. Share +0.7 points.

  3. 3.Balega

    11.6%

    Held 3rd. 22.2K estimated branded searches, -18.1% vs prior month. Share -2.2 points.

  4. 4.Injinji

    7.7%

    Held 4th. 14.8K estimated branded searches, -18.2% vs prior month. Share -1.5 points.

  5. 5.Thorlos

    4.2%

    Held 5th. 8.1K estimated branded searches, +22.7% vs prior month. Share +0.9 points.

  6. 6.Bridgedale

    3.4%

    Held 6th. 6.6K estimated branded searches, +22.2% vs prior month. Share +0.7 points.

Compare popularity between Darn Tough and its closest rivals

Every comparison with Darn Tough

14 comparisons

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 walking socks brands worldwide increased from 20.8% to 25.8%.
  • Across the 12 months ending September 2026, Darn Tough’s share of searches among walking socks brands worldwide peaked at 27.9% in July 2026 and was lowest at 20.8% in October 2025.

How did search popularity change for walking socks brands worldwide in September 2026?

6 changes

  1. In September 2026, Smartwool gained share of searches among walking socks brands worldwide, from 45.9% to 47.2%.

  2. In September 2026, Thorlos gained share of searches among walking socks brands worldwide, from 3.3% to 4.2%.

  3. In September 2026, Darn Tough gained share of searches among walking socks brands worldwide, from 25.1% to 25.8%.

  4. In September 2026, Bridgedale gained share of searches among walking socks brands worldwide, from 2.7% to 3.4%.

  5. In September 2026, Balega lost share of searches among walking socks brands worldwide, from 13.7% to 11.6%.

  6. In September 2026, Injinji lost share of searches among walking socks brands worldwide, from 9.2% to 7.7%.

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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How the Brand Demand Index is measured

Where does Darn Tough compete?

Darn Tough is ranked in five competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Sock brands5th of 64.9%Show ranking
Merino wool sock brands4th of 75.1%Show ranking
Running socks3rd of 816.6%Show ranking
Walking socks brands2nd of 625.8%Shown above
Hiking socks2nd of 627.6%Show ranking
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