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 2.4% of all global sneaker brand searches, placing HOKA ninth out of 12 brands. When we asked both ChatGPT and Google AI Overviews about sneaker brands, HOKA appeared in three of the four answers and was the sixth most recommended of the 12.

Search and AI answers in September 2026

HOKA is the ninth most searched of 12 competitors and the sixth most recommended in AI answers.

  1. NikeShare of searches 26.1%Mentioned in 4 of 4 AI answersPlace in AI recommendations 2nd
  2. AdidasShare of searches 23.4%Mentioned in 4 of 4 AI answersPlace in AI recommendations 3rd
  3. New BalanceShare of searches 11.9%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  4. PumaShare of searches 10%Mentioned in 2 of 4 AI answersPlace in AI recommendations 7th
  5. HOKAShare of searches 2.4%Mentioned in 3 of 4 AI answersPlace in AI recommendations 6th

+7 more

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Top sneaker brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, HOKA was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. HOKA is the sixth most recommended of the 12.

Most recommended by AI

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

  1. New Balance1st
  2. Nike2nd
  3. Adidas3rd
  4. ASICS4th
  5. Converse5th
  6. HOKA6th
  7. Puma7th
  8. Reebok8th
  9. Vans9th
  10. Salomon10th
  11. +2 more

Mentioned by AI

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

  • Nike4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Adidas4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • New Balance4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • ASICS4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Converse3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • HOKA3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Puma2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Reebok2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Salomon2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Vans1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers

+2 more

See every answer about sneaker brands

4 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 19, 2026.

Which sneaker brands compete with HOKA?

HOKA against sneaker brands worldwide, by month

Share of searches by month for Nike, Adidas, New Balance, Puma, ASICS, Skechers, Vans, Converse, HOKA, Reebok. The figures are in the table below the chart.

View monthly share of searches table
MonthNikeAdidasNew BalancePumaASICSSkechersVansConverseHOKAReebokSalomonAllbirds
Oct 202525.9%24.2%14.1%9.3%6.4%6.4%4.2%3.5%2.8%2.4%0.57%0.31%
Nov 202528.5%25.9%13.1%8.6%4.9%5.9%4.8%3.2%2.2%2.2%0.44%0.29%
Dec 202528.1%25%12.4%8.7%5.6%5.6%5.6%3.7%2.5%2.2%0.5%0.27%
Jan 202630.2%22.8%11.5%9.5%6.3%6.3%4.2%3.5%2.3%2.4%0.7%0.31%
Feb 202627.5%24.7%12.5%10%5.7%5.6%4.6%3.8%2.5%2.2%0.62%0.28%
Mar 202627.4%25.1%12.4%10.1%5.6%5.6%4.6%3.7%2.5%2.2%0.61%0.34%
Apr 202624.9%23.3%13.8%11%6.2%6.2%4.1%3.4%2.8%2%0.68%1.5%
May 202623.2%25.1%10.5%14.5%5.8%7%4.7%3.9%2.6%1.9%0.63%0.28%
Jun 202625.6%26.5%11.7%9.6%6.4%6.4%4.3%3.5%2.9%2.1%0.71%0.32%
Jul 202625.8%27.1%11.6%9.8%6.4%5.2%5.2%3.5%2.3%2.1%0.7%0.21%
Aug 202623.5%25%12.8%10.7%7.1%5.8%5.8%3.9%2.6%2%0.78%0.16%
Sep 202626.1%23.4%11.9%10%6.6%6.6%5.4%4.4%2.4%2.2%1.1%0.18%

  1. 1.Nike

    26.1%

    Moved from 2nd to 1st. 24.3M estimated branded searches, -2.4% vs prior month. Share +2.5 points.

  2. 2.Adidas

    23.4%

    Moved from 1st to 2nd. 21.8M estimated branded searches, -17.5% vs prior month. Share -1.6 points.

  3. 3.New Balance

    11.9%

    Held 3rd. 11.1M estimated branded searches, -18.4% vs prior month. Share -1 points.

  4. 4.Puma

    10%

    Held 4th. 9.4M estimated branded searches, -17.1% vs prior month. Share -0.6 points.

  5. 5.ASICS

    6.6%

    Held 5th. 6.1M estimated branded searches, -18.2% vs prior month. Share -0.5 points.

  6. 6.Skechers

    6.6%

    Held 6th. 6.1M estimated branded searches, 0% vs prior month. Share +0.8 points.

  7. 7.Vans

    5.4%

    Held 7th. 5M estimated branded searches, -18.3% vs prior month. Share -0.4 points.

  8. 8.Converse

    4.4%

    Held 8th. 4.1M estimated branded searches, 0% vs prior month. Share +0.5 points.

  9. 9.HOKA

    2.4%

    Held 9th. 2.2M estimated branded searches, -18.2% vs prior month. Share -0.2 points.

  10. 10.Reebok

    2.2%

    Held 10th. 2M estimated branded searches, -3.8% vs prior month. Share +0.2 points.

  11. 11.Salomon

    1.1%

    Held 11th. 1M estimated branded searches, +21.5% vs prior month. Share +0.3 points.

  12. 12.Allbirds

    0.18%

    Held 12th. 165K estimated branded searches, 0% 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?

2 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 sneaker brands worldwide held steady, from 2.8% to 2.4%.

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

6 changes

  1. In September 2026, Nike overtook Adidas to become the leader among sneaker brands worldwide, with 26.1% of the searches.

  2. In September 2026, Skechers gained share of searches among sneaker brands worldwide, from 5.8% to 6.6%.

  3. In September 2026, Converse gained share of searches among sneaker brands worldwide, from 3.9% to 4.4%.

  4. In September 2026, Adidas lost share of searches among sneaker brands worldwide, from 25% to 23.4%.

  5. In September 2026, New Balance lost share of searches among sneaker brands worldwide, from 12.8% to 11.9%.

  6. In September 2026, Puma lost share of searches among sneaker brands worldwide, from 10.7% to 10%.

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

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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%Shown above
Running shoe brands4th of 87.3%Show ranking
Road shoes brands2nd of 525.6%Show ranking
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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