Brandwave

How popular isHOKA in search?

In September 2026, there were an estimated 3.9M branded searches for HOKA worldwide which is down 8.8% over the last 12 months. HOKA holds 75.7% estimated Share of Search among hiking shoe brands worldwide and is ranked 1st of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. HOKA75.7%
  2. Merrell13.1%
  3. Altra5.8%
  4. Columbia4.7%
  5. KEEN0.64%
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Which hiking shoe brands compete with HOKA?

HOKA against hiking shoe brands worldwide, by month

Share of Search by month for HOKA, Merrell, Altra, Columbia. The figures are in the table below the chart.

View monthly share of search table
MonthHOKAMerrellAltraColumbiaKEEN
Oct 202576.8%11.8%4.4%6.5%0.44%
Nov 202571.8%12.2%3.9%11.8%0.39%
Dec 202574.1%10.8%3.3%11.4%0.38%
Jan 202673.5%12.7%4.6%8.7%0.46%
Feb 202677.7%11.6%4.1%6.1%0.51%
Mar 202678.8%11.9%5.1%3.7%0.45%
Apr 202679.3%11.7%5.1%3.4%0.5%
May 202679.2%12.1%5%3.1%0.55%
Jun 202678.1%14%4.3%3%0.58%
Jul 202677.4%13.6%4.9%3.4%0.73%
Aug 202679.4%11.5%5%3.5%0.55%
Sep 202675.7%13.1%5.8%4.7%0.64%

  1. 1.HOKA

    75.7%

    Held 1st. 3.9M estimated branded searches, -17.7% vs prior month. Share -3.8 points.

  2. 2.Merrell

    13.1%

    Held 2nd. 680K estimated branded searches, -1.3% vs prior month. Share +1.6 points.

  3. 3.Altra

    5.8%

    Held 3rd. 301K estimated branded searches, 0% vs prior month. Share +0.8 points.

  4. 4.Columbia

    4.7%

    Held 4th. 245K estimated branded searches, +17.2% vs prior month. Share +1.2 points.

  5. 5.KEEN

    0.64%

    Held 5th. 32.9K estimated branded searches, 0% vs prior month. Share +0.1 points.

Compare search popularity between HOKA and its closest rivals

Every comparison with HOKA

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

  • Across the 12 months ending September 2026, estimated monthly branded searches for HOKA worldwide fell from 4.3M to 3.9M.
  • Across the 12 months ending September 2026, HOKA’s estimated Share of Search among hiking shoe brands worldwide decreased from 76.8% to 75.7%.
  • Across the 12 months ending September 2026, HOKA’s estimated Share of Search among hiking shoe brands worldwide peaked at 79.4% in August 2026 and was lowest at 71.8% in November 2025.

How did search popularity change for hiking shoe brands worldwide in September 2026?

  1. In September 2026, Merrell gained estimated Share of Search among hiking shoe brands worldwide, from 11.5% to 13.1%.

  2. In September 2026, Columbia gained estimated Share of Search among hiking shoe brands worldwide, from 3.5% to 4.7%.

  3. In September 2026, Altra gained estimated Share of Search among hiking shoe brands worldwide, from 5% to 5.8%.

  4. In September 2026, HOKA lost estimated Share of Search among hiking shoe brands worldwide, from 79.4% to 75.7%.

  5. Estimated monthly branded searches for KEEN worldwide rose 33.2% over 12 measured months, from 24.7K to 32.9K in September 2026.

Where does HOKA compete?

HOKA is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Running shoe brands2nd of 621.3%Show ranking
Trail running shoes1st of 665.7%Show ranking
Hiking shoe brands1st of 575.7%Shown above

How is HOKA measured?

Brandwave collects information about searches that people make online using HOKA’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.

10 branded search terms

  • hoka
  • hoka arahi
  • hoka bondi
  • hoka challenger
  • hoka clifton
  • hoka mach
  • hoka running
  • hoka running shoes
  • hoka shoes
  • hoka speedgoat

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How the Brand Demand Index is measured

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