Brandwave

How popular isHOKA?

In September 2026, people searched for HOKA by name about 4.1 million times worldwide, a 9.3% decrease from the previous year. These searches made up 19.7% of all global walking shoe brand searches, placing HOKA first out of 11 brands. When we asked both ChatGPT and Google AI Overviews about walking shoe brands, HOKA appeared in all answers and was the second most recommended of the 11.

Search and AI answers in September 2026

HOKA is the most searched of 11 competitors and the second most recommended in AI answers.

  1. HOKAShare of searches 19.7%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  2. New BalanceShare of searches 19.7%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
  3. SkechersShare of searches 16.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 6th
  4. ASICSShare of searches 13.1%Mentioned in 4 of 5 AI answersPlace in AI recommendations 5th
  5. BrooksShare of searches 10.7%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st

+6 more

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Top walking shoe brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, HOKA appeared in all five answers. HOKA is the second most recommended of the 11.

Most recommended by AI

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

  1. Brooks1st
  2. HOKA2nd
  3. New Balance3rd
  4. On4th
  5. ASICS5th
  6. Skechers6th
  7. Saucony7th
  8. Merrell–
  9. Clarks–
  10. Ryka–
  11. +1 more

Mentioned by AI

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

  • HOKA5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • New Balance5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Brooks5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • ASICS4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Skechers3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • On2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Saucony1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Merrell0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Clarks0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ryka0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+1 more

See every answer about walking shoe 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 25, 2026.

Which walking shoe brands compete with HOKA?

HOKA against walking shoe brands worldwide, by month

Share of searches by month for HOKA, New Balance, Skechers, ASICS, Brooks, Merrell, On, Clarks, Ryka. The figures are in the table below the chart.

View monthly share of searches table
MonthHOKANew BalanceSkechersASICSBrooksMerrellOnClarksRykaSauconyVionic
Oct 202520.6%20.6%16.8%9.2%11.2%9.2%5%1.8%2.7%1.8%1.2%
Nov 202520.7%20.7%13.8%11.3%11.3%11.3%5%1.5%2.2%1.5%0.93%
Dec 202522.8%18.6%15.2%12.4%10.2%10.2%5.5%1.3%1.6%1.3%0.9%
Jan 202621%21%14%11.4%9.4%11.4%5.1%1.8%1.8%1.5%1.5%
Feb 202619.8%19.8%13.2%13.2%10.8%10.8%4.8%2.1%2.1%1.7%1.7%
Mar 202621.5%21.5%14.4%11.7%11.7%7.9%4.3%1.9%1.9%1.9%1.3%
Apr 202624.6%20.1%13.4%11%11%7.3%4.9%1.8%2.7%1.8%1.4%
May 202622.4%18.3%14.9%10%12.2%10%4.5%2%2.4%2%1.3%
Jun 202620.8%20.8%13.9%11.3%11.3%9.3%5.1%1.8%2.7%1.8%1.2%
Jul 202618.5%22.6%15.1%12.3%10.1%8.3%5.5%1.9%2.4%1.9%1.3%
Aug 202618.1%22.1%14.7%12.1%12.1%8.1%5.4%2%2.4%2%1.3%
Sep 202619.7%19.7%16.1%13.1%10.7%8.8%4.8%2.1%2.1%1.7%1.2%

  1. 1.HOKA

    19.7%

    Moved from 2nd to 1st. 22.2K estimated branded searches, 0% vs prior month. Share +1.6 points.

  2. 2.New Balance

    19.7%

    Moved from 1st to 2nd. 22.2K estimated branded searches, -18.1% vs prior month. Share -2.4 points.

  3. 3.Skechers

    16.1%

    Held 3rd. 18.1K estimated branded searches, 0% vs prior month. Share +1.3 points.

  4. 4.ASICS

    13.1%

    Held 4th. 14.8K estimated branded searches, 0% vs prior month. Share +1.1 points.

  5. 5.Brooks

    10.7%

    Held 5th. 12.1K estimated branded searches, -18.2% vs prior month. Share -1.3 points.

  6. 6.Merrell

    8.8%

    Held 6th. 9.9K estimated branded searches, 0% vs prior month. Share +0.7 points.

  7. 7.On

    4.8%

    Held 7th. 5.4K estimated branded searches, -18.2% vs prior month. Share -0.6 points.

  8. 8.Clarks

    2.1%

    Moved from 9th to 8th. 2.4K estimated branded searches, 0% vs prior month. Share +0.2 points.

  9. 9.Ryka

    2.1%

    Moved from 8th to 9th. 2.4K estimated branded searches, -17.2% vs prior month. Share -0.2 points.

  10. 10.Saucony

    1.7%

    Held 10th. 1.9K estimated branded searches, -20.8% vs prior month. Share -0.3 points.

  11. 11.Vionic

    1.2%

    Held 11th. 1.3K estimated branded searches, -18.8% vs prior month. Share -0.1 points.

HOKA, New Balance and 6 other brands sell other things too, so only their searches that name this product count here, like “hoka walking shoes”.

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 4.5M to 4.1M.
  • Across the 12 months ending September 2026, HOKA’s share of searches among walking shoe brands worldwide decreased from 20.6% to 19.7%.
  • Across the 12 months ending September 2026, HOKA’s share of searches among walking shoe brands worldwide peaked at 24.6% in April 2026 and was lowest at 18.1% in August 2026.

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

6 changes

  1. In September 2026, HOKA overtook New Balance to become the leader among walking shoe brands worldwide, with 19.7% of the searches.

  2. In September 2026, Skechers gained share of searches among walking shoe brands worldwide, from 14.7% to 16.1%.

  3. In September 2026, ASICS gained share of searches among walking shoe brands worldwide, from 12.1% to 13.1%.

  4. In September 2026, Merrell gained share of searches among walking shoe brands worldwide, from 8.1% to 8.8%.

  5. In September 2026, New Balance lost share of searches among walking shoe brands worldwide, from 22.1% to 19.7%.

  6. In September 2026, Brooks lost share of searches among walking shoe brands worldwide, from 12.1% to 10.7%.

How are HOKA’s branded searches counted?

18 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 sneaker
  • hoka sneakers
  • hoka speedgoat
  • hoka trail running shoes
  • hoka trail shoes
  • hoka trainers
  • hoka walking shoes

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 five competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Sneaker brands4th of 1210.2%Show ranking
Running shoe brands6th of 89.7%Show ranking
Hiking shoe brands4th of 107.8%Show ranking
Trail running shoes2nd of 623.5%Show ranking
Walking shoe brands1st of 1119.7%Shown above
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