How popular isFirst Lite in search?
In September 2026, there were an estimated 90.5K branded searches for First Lite worldwide which is down 33% over the last 12 months. First Lite holds 10.2% estimated Share of Search among merino wool sock brands worldwide and is ranked 2nd of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.
Bombas75.9%
First Lite10.2%
Darn Tough5.6%
Feetures5.6%
Icebreaker2%
Wigwam0.74%
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Which merino wool sock brands compete with First Lite?
Share of Search by month for Bombas, First Lite, Darn Tough, Feetures, Icebreaker. The figures are in the table below the chart.
View monthly share of search table
| Month | Bombas | First Lite | Darn Tough | Feetures | Icebreaker | Wigwam |
|---|---|---|---|---|---|---|
| Oct 2025 | 75.4% | 12.4% | 4.5% | 4.5% | 2% | 1.1% |
| Nov 2025 | 72.9% | 12% | 6.6% | 5.4% | 2% | 1.1% |
| Dec 2025 | 77.7% | 7% | 7% | 4.7% | 2.1% | 1.4% |
| Jan 2026 | 77.5% | 5.7% | 7% | 4.7% | 3.8% | 1.4% |
| Feb 2026 | 79.7% | 5.9% | 5.9% | 4.8% | 2.6% | 1.2% |
| Mar 2026 | 83.2% | 4.1% | 5% | 5% | 1.8% | 0.82% |
| Apr 2026 | 79.3% | 4.8% | 5.8% | 7.1% | 2.1% | 0.78% |
| May 2026 | 78.5% | 5.8% | 5.8% | 7.1% | 2.1% | 0.77% |
| Jun 2026 | 79.3% | 4.8% | 5.8% | 7.1% | 2.1% | 0.78% |
| Jul 2026 | 78.6% | 5.8% | 5.8% | 7.1% | 2.1% | 0.63% |
| Aug 2026 | 73.3% | 12% | 5.4% | 6.6% | 2% | 0.72% |
| Sep 2026 | 75.9% | 10.2% | 5.6% | 5.6% | 2% | 0.74% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 75.9% | 673K | 0% | +2.5 points | |
| 2, held 2nd | 10.2% | 90.5K | -17.7% | -1.8 points | |
| 3, moved from 4th to 3rd | 5.6% | 49.5K | 0% | +0.2 pointsmoved from 4th to 3rd | |
| 4, moved from 3rd to 4th | 5.6% | 49.5K | -18.2% | -1 pointsmoved from 3rd to 4th | |
| 5, held 5th | 2% | 18.1K | 0% | +0.1 points | |
| 6, held 6th | 0.74% | 6.6K | 0% | 0 points |
1.
Bombas75.9%
Held 1st. 673K estimated branded searches, 0% vs prior month. Share +2.5 points.
10.2%
Held 2nd. 90.5K estimated branded searches, -17.7% vs prior month. Share -1.8 points.
5.6%
Moved from 4th to 3rd. 49.5K estimated branded searches, 0% vs prior month. Share +0.2 points.
4.
Feetures5.6%
Moved from 3rd to 4th. 49.5K estimated branded searches, -18.2% vs prior month. Share -1 points.
2%
Held 5th. 18.1K estimated branded searches, 0% vs prior month. Share +0.1 points.
6.
Wigwam0.74%
Held 6th. 6.6K estimated branded searches, 0% vs prior month. Share 0 points.
Compare search popularity between First Lite and its closest rivals
Every comparison with First Lite
14 comparisons
- Bombas vs First Lite
- Ariat vs First Lite
- Carhartt vs First Lite
- Castelli vs First Lite
- Columbia vs First Lite
- First Lite vs Kuiu
- First Lite vs Ridgeline
- Darn Tough vs First Lite
- Feetures vs First Lite
- First Lite vs Icebreaker
- Burton vs First Lite
- First Lite vs Hunters Element
- First Lite vs Wigwam
- First Lite vs Sitka
How has branded search demand for First Lite changed worldwide over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for First Lite worldwide fell from 135K to 90.5K.
- Across the 12 months ending September 2026, First Lite’s estimated Share of Search among merino wool sock brands worldwide decreased from 12.4% to 10.2%.
- Across the 12 months ending September 2026, First Lite’s estimated Share of Search among merino wool sock brands worldwide peaked at 12.4% in October 2025 and was lowest at 4.1% in March 2026.
How did search popularity change for merino wool sock brands worldwide in September 2026?
6 changes
In September 2026, Bombas gained estimated Share of Search among merino wool sock brands worldwide, from 73.3% to 75.9%.
In September 2026, First Lite lost estimated Share of Search among merino wool sock brands worldwide, from 12% to 10.2%.
In September 2026, Feetures lost estimated Share of Search among merino wool sock brands worldwide, from 6.6% to 5.6%.
In September 2026, Darn Tough rose from 4th to 3rd among merino wool sock brands worldwide.
Estimated monthly branded searches for Wigwam worldwide fell 45.5% over 12 measured months, from 12.1K to 6.6K in September 2026.
Estimated monthly branded searches for Icebreaker worldwide fell 18.5% over 12 measured months, from 22.2K to 18.1K in September 2026.
Where does First Lite compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Base layer brands | 5th of 6 | 5.7% | Show ranking |
| Merino wool sock brands | 2nd of 6 | 10.2% | Shown above |
| Hunting clothing brands | 2nd of 5 | 16.9% | Show ranking |
How is First Lite measured?
Brandwave collects information about searches that people make online using First Lite’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.
1 branded search term
- first lite
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Is First Lite 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.