Brandwave

How popular isHOKA?

In September 2026, people searched for HOKA by name about 4 million times worldwide, an 8.8% decrease from the previous year. These searches made up 25.6% of all global road shoes brand searches, placing HOKA second out of five brands. When we asked both ChatGPT and Google AI Overviews about road shoes brands, HOKA appeared in two of the four answers and was the joint second most recommended of the five.

Search and AI answers in September 2026

HOKA is the second most searched of 5 competitors and the joint second most recommended in AI answers.

  1. ASICSShare of searches 70%Mentioned in 2 of 4 AI answersPlace in AI recommendations 1st
  2. HOKAShare of searches 25.6%Mentioned in 2 of 4 AI answersPlace in AI recommendations 2nd
  3. ShimanoShare of searches 4.2%Mentioned in 2 of 4 AI answersPlace in AI recommendations 4th
  4. SidiShare of searches 0.14%Mentioned in 1 of 4 AI answersPlace in AI recommendations 2nd
  5. SpecializedShare of searches 0.01%Mentioned in 1 of 4 AI answersPlace in AI recommendations 5th
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Top road shoes brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, HOKA was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. HOKA is the joint second most recommended of the five.

Most recommended by AI

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

  1. ASICS1st
  2. HOKA2nd
  3. Sidi2nd
  4. Shimano4th
  5. Specialized5th

Mentioned by AI

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

  • ASICS2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • HOKA2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Shimano2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Sidi1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Specialized1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about road shoes brands

4 answers

  • Asked ChatGPT

    “Which road shoes brand should I buy?”

    1. 1ASICS
    2. 2HOKA

  • Asked ChatGPT

    “What are the best road shoes brands?”

    1. 1ASICS
    2. 2HOKA

  • Asked ChatGPT

    “What's the best road shoes brand for road cycling?”

    1. 1Sidi
    2. 2Shimano
    3. 3Specialized

  • Searched Google, AI Overview

    “cycling road shoes”

    1. 1Shimano

  • Searched Google, AI Overview

    “road bike shoes”

    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 road shoes brands compete with HOKA?

HOKA against road shoes brands worldwide, by month

Share of searches by month for ASICS, HOKA, Shimano. The figures are in the table below the chart.

View monthly share of searches table
MonthASICSHOKAShimanoSidiSpecialized
Oct 202566.2%29.7%4%0.12%<0.01%
Nov 202566.7%29.9%3.3%0.12%<0.01%
Dec 202566.7%29.9%3.3%0.11%<0.01%
Jan 202670.6%25.8%3.5%0.12%0.01%
Feb 202666.2%29.7%4%0.14%0.01%
Mar 202666.2%29.6%4%0.14%0.01%
Apr 202665.6%29.4%4.8%0.14%0.01%
May 202665.6%29.4%4.8%0.16%0.01%
Jun 202666.2%29.6%4%0.14%0.01%
Jul 202670%25.6%4.2%0.16%0.01%
Aug 202670.5%25.8%3.5%0.13%0.01%
Sep 202670%25.6%4.2%0.14%0.01%

  1. 1.ASICS

    70%

    Held 1st. 6.1M estimated branded searches, -18.2% vs prior month. Share -0.5 points.

  2. 2.HOKA

    25.6%

    Held 2nd. 2.2M estimated branded searches, -18.2% vs prior month. Share -0.2 points.

  3. 3.Shimano

    4.2%

    Held 3rd. 368K estimated branded searches, 0% vs prior month. Share +0.7 points.

  4. 4.Sidi

    0.14%

    Held 4th. 12.6K estimated branded searches, -10.6% vs prior month. Share 0 points.

  5. 5.Specialized

    0.01%

    Held 5th. 1K estimated branded searches, -23.1% vs prior month. Share 0 points.

Compare popularity between HOKA and its closest rivals

Every comparison with HOKA

27 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for HOKA worldwide fell from 4.3M to 4M.
  • Across the 12 months ending September 2026, HOKA’s share of searches among road shoes brands worldwide decreased from 29.7% to 25.6%.
  • Across the 12 months ending September 2026, HOKA’s share of searches among road shoes brands worldwide peaked at 29.9% in December 2025 and was lowest at 25.6% in July 2026.

How did search popularity change for road shoes brands worldwide in September 2026?

5 changes

  1. In September 2026, Shimano gained share of searches among road shoes brands worldwide, from 3.5% to 4.2%.

  2. In September 2026, ASICS lost share of searches among road shoes brands worldwide, from 70.5% to 70%.

  3. Estimated monthly branded searches for Specialized worldwide rose 13.6% over 12 measured months, from 880 to 1K in September 2026.

  4. Estimated monthly branded searches for Sidi worldwide rose 10.5% over 12 measured months, from 11.4K to 12.6K in September 2026.

  5. Estimated monthly branded searches for HOKA worldwide fell 18.2% over 12 measured months, from 2.7M to 2.2M in September 2026.

How are HOKA’s branded searches counted?

12 search terms

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.

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

Do you work for HOKA? 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 HOKA compete?

HOKA is ranked in six competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Sneaker brands9th of 122.4%Show ranking
Running shoe brands4th of 87.3%Show ranking
Road shoes brands2nd of 525.6%Shown above
Trail running shoes1st of 667.7%Show ranking
Hiking shoe brands1st of 770%Show ranking
Hiking footwear brands6th of 102.2%Show ranking
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