Brandwave

How popular isHolderness & Bourne?

In September 2026, people searched for Holderness & Bourne by name about 60,500 times worldwide, a 22.2% increase from the previous year. These searches made up 4.4% of all global golf clothing brand searches, placing Holderness & Bourne sixth out of 15 brands. When we asked both ChatGPT and Google AI Overviews about golf clothing brands, Holderness & Bourne appeared in one of the five answers and was the ninth most recommended of the 15.

Search and AI answers in September 2026

Holderness & Bourne is the sixth most searched of 15 competitors and the ninth most recommended in AI answers.

  1. Peter MillarShare of searches 49.3%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. RhobackShare of searches 12.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. Johnnie-OShare of searches 8.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. Malbon GolfShare of searches 8.1%Mentioned in 1 of 5 AI answersPlace in AI recommendations 8th
  5. Holderness & BourneShare of searches 4.4%Mentioned in 1 of 5 AI answersPlace in AI recommendations 9th

+10 more

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Top golf clothing brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Holderness & Bourne was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Holderness & Bourne is the ninth most recommended of the 15.

Most recommended by AI

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

  1. Peter Millar1st
  2. FootJoy2nd
  3. Adidas3rd
  4. Lululemon4th
  5. Nike5th
  6. Under Armour6th
  7. Greyson Clothiers7th
  8. Malbon Golf8th
  9. Holderness & Bourne9th
  10. TravisMathew10th
  11. +5 more

Mentioned by AI

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

  • Peter Millar5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Adidas5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • FootJoy5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Lululemon4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Under Armour4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Nike3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Malbon Golf1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • TravisMathew1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Holderness & Bourne1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Greyson Clothiers1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+5 more

See every answer about golf clothing 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 golf clothing brands compete with Holderness & Bourne?

Holderness & Bourne against golf clothing brands worldwide, by month

Share of searches by month for Peter Millar, Rhoback, Johnnie-O, Malbon Golf, TravisMathew, Holderness & Bourne, Greyson Clothiers. The figures are in the table below the chart.

View monthly share of searches table
MonthPeter MillarRhobackJohnnie-OMalbon GolfTravisMathewHolderness & BourneGreyson ClothiersNikeGalvin GreenJ.LindebergLululemonRedvanlyUnder ArmourAdidasFootJoy
Oct 202529.3%19.6%7.2%8.8%13.1%5.9%3.4%2.6%1.8%1.4%1.2%1.8%1.4%1.8%0.64%
Nov 202527.9%27.9%6.9%8.3%12.5%4.6%2.7%2.5%1.4%1.1%0.75%1.4%0.92%0.92%0.41%
Dec 202530.4%20.3%9.1%9.1%13.6%5%2.8%2.7%1.2%1%0.82%1.5%0.82%1.2%0.54%
Jan 202640%14.7%8%8%12%4.4%3%2.4%1.3%1.1%1.3%1.3%1.1%0.72%0.59%
Feb 202632.1%14.3%7.9%9.6%14.3%5.3%3.2%4.3%1.3%1.3%1.3%1.6%1.3%1.6%0.57%
Mar 202629%15.9%8.7%10.6%13%5.8%2.9%3.9%1.2%1.4%1.4%1.7%1.4%2.1%0.95%
Apr 202634.4%12.6%6.9%12.6%10.3%5.7%2.8%4.6%0.93%1.7%1.7%1.4%1.4%2.1%0.76%
May 202630.5%13.7%7.5%11.2%13.7%6.1%3.2%4.1%1%1.5%1.8%1.5%1.5%1.8%0.82%
Jun 202628.7%19.2%8.6%10.5%12.8%5.8%2.5%3.9%0.94%1.4%1.4%1.4%0.94%1.4%0.63%
Jul 202636.9%11.1%11.1%11.1%11.1%5%2.6%3.3%0.81%1.5%1.5%1.5%0.99%0.99%0.66%
Aug 202645.9%13.7%6.2%9.2%9.2%5%2.2%1.8%0.83%1.2%1.2%1.2%0.83%0.83%0.55%
Sep 202649.3%12.1%8.1%8.1%8.1%4.4%2.2%1.6%1.1%1.1%1.1%1.1%0.89%0.59%0.4%

  1. 1.Peter Millar

    49.3%

    Held 1st. 673K estimated branded searches, 0% vs prior month. Share +3.4 points.

  2. 2.Rhoback

    12.1%

    Held 2nd. 165K estimated branded searches, -17.9% vs prior month. Share -1.6 points.

  3. 3.Johnnie-O

    8.1%

    Moved from 5th to 3rd. 110K estimated branded searches, +21.5% vs prior month. Share +1.9 points.

  4. 4.Malbon Golf

    8.1%

    Moved from 3rd to 4th. 110K estimated branded searches, -18.5% vs prior month. Share -1.2 points.

  5. 5.TravisMathew

    8.1%

    Moved from 4th to 5th. 110K estimated branded searches, -18.5% vs prior month. Share -1.2 points.

  6. 6.Holderness & Bourne

    4.4%

    Held 6th. 60.5K estimated branded searches, -18.2% vs prior month. Share -0.6 points.

  7. 7.Greyson Clothiers

    2.2%

    Held 7th. 30.3K estimated branded searches, -5.6% vs prior month. Share 0 points.

  8. 8.Nike

    1.6%

    Held 8th. 22.2K estimated branded searches, -18.1% vs prior month. Share -0.2 points.

  9. 9.Galvin Green

    1.1%

    Moved from 13th to 9th. 14.8K estimated branded searches, +22.3% vs prior month. Share +0.3 points.

  10. 10.J.Lindeberg

    1.1%

    Moved from 9th to 10th. 14.8K estimated branded searches, -18.2% vs prior month. Share -0.2 points.

  11. 11.Lululemon

    1.1%

    Moved from 10th to 11th. 14.8K estimated branded searches, -18.2% vs prior month. Share -0.2 points.

  12. 12.Redvanly

    1.1%

    Moved from 11th to 12th. 14.8K estimated branded searches, -18.2% vs prior month. Share -0.2 points.

  13. 13.Under Armour

    0.89%

    Moved from 14th to 13th. 12.1K estimated branded searches, 0% vs prior month. Share +0.1 points.

  14. 14.Adidas

    0.59%

    Moved from 12th to 14th. 8.1K estimated branded searches, -33.1% vs prior month. Share -0.2 points.

  15. 15.FootJoy

    0.4%

    Held 15th. 5.4K estimated branded searches, -33.3% vs prior month. Share -0.2 points.

Nike, J.Lindeberg and 4 other brands sell other things too, so only their searches that name this product count here, like “nike golf apparel”.

Compare popularity between Holderness & Bourne and its closest rivals

Every comparison with Holderness & Bourne

14 comparisons

How has branded search demand for Holderness & Bourne changed worldwide over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Holderness & Bourne worldwide rose from 49.5K to 60.5K.
  • Across the 12 months ending September 2026, Holderness & Bourne’s share of searches among golf clothing brands worldwide decreased from 5.9% to 4.4%.
  • Across the 12 months ending September 2026, Holderness & Bourne’s share of searches among golf clothing brands worldwide peaked at 6.1% in May 2026 and was lowest at 4.4% in January 2026.

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

6 changes

  1. In September 2026, Johnnie-O overtook Malbon Golf and TravisMathew to rank 3rd among golf clothing brands worldwide, with 8.1% of the searches.

  2. In September 2026, Peter Millar gained share of searches among golf clothing brands worldwide, from 45.9% to 49.3%.

  3. In September 2026, Rhoback lost share of searches among golf clothing brands worldwide, from 13.7% to 12.1%.

  4. In September 2026, Malbon Golf lost share of searches among golf clothing brands worldwide, from 9.2% to 8.1%.

  5. In September 2026, TravisMathew lost share of searches among golf clothing brands worldwide, from 9.2% to 8.1%.

  6. In September 2026, Holderness & Bourne lost share of searches among golf clothing brands worldwide, from 5% to 4.4%.

How are Holderness & Bourne’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Holderness & Bourne’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.

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