Brandwave

How popular isIcebreaker in search?

In August 2026, there were an estimated 8.1K branded searches for Icebreaker worldwide which is up 22.7% over the last 11 months. Icebreaker holds 4.9% estimated Share of Search among hiking socks worldwide and is ranked 3rd of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Smartwool54.3%
  2. Darn Tough29.7%
  3. Icebreaker4.9%
  4. Thorlos4%
  5. Wigwam4%
  6. Bridgedale3.2%
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Which hiking socks compete with Icebreaker?

Icebreaker against hiking socks worldwide, by month

Share of Search by month for Smartwool, Darn Tough, Icebreaker, Thorlos, Wigwam, Bridgedale. The figures are in the table below the chart.

View monthly share of search table
MonthSmartwoolDarn ToughIcebreakerThorlosWigwamBridgedale
Oct 202561.5%22.6%3%3.7%5.5%3.7%
Nov 202560.1%26.9%2%3%4.4%3.6%
Dec 202564.5%23.6%1.4%2.6%4.8%3.2%
Jan 202663.8%23.5%1.7%3.1%4.7%3.1%
Feb 202662.9%23.1%2.5%3.8%4.6%3.1%
Mar 202653.4%29.2%3.9%4.8%4.8%3.9%
Apr 202648.4%32.4%5.3%5.3%4.3%4.3%
May 202648.4%32.4%5.3%5.3%4.3%4.3%
Jun 202648.8%32.6%5.3%5.3%4.4%3.6%
Jul 202649.7%33.2%5.4%4.4%3.6%3.6%
Aug 202654.3%29.7%4.9%4%4%3.2%
Sep 2026——————

  1. 1.Smartwool

    54.3%

    Held 1st. 90.5K estimated branded searches, +22.3% vs prior month. Share +4.6 points.

  2. 2.Darn Tough

    29.7%

    Held 2nd. 49.5K estimated branded searches, 0% vs prior month. Share -3.5 points.

  3. 3.Icebreaker

    4.9%

    Held 3rd. 8.1K estimated branded searches, 0% vs prior month. Share -0.6 points.

  4. 4.Thorlos

    4%

    Held 4th. 6.6K estimated branded searches, 0% vs prior month. Share -0.5 points.

  5. 5.Wigwam

    4%

    Moved from 6th to 5th. 6.6K estimated branded searches, +22.2% vs prior month. Share +0.3 points.

  6. 6.Bridgedale

    3.2%

    Moved from 5th to 6th. 5.4K estimated branded searches, 0% vs prior month. Share -0.4 points.

Compare search popularity between Icebreaker and its closest rivals

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for Icebreaker worldwide rose from 6.6K to 8.1K.
  • Across the 11 months ending August 2026, Icebreaker’s estimated Share of Search among hiking socks worldwide increased from 3% to 4.9%.
  • Across the 11 months ending August 2026, Icebreaker’s estimated Share of Search among hiking socks worldwide peaked at 5.4% in July 2026 and was lowest at 1.4% in December 2025.
  • Across the 11 months ending August 2026, Icebreaker rose from 6th to 3rd among hiking socks worldwide.

How did search popularity change for hiking socks worldwide in August 2026?

  1. In August 2026, Smartwool gained estimated Share of Search among hiking socks worldwide, from 49.7% to 54.3%.

  2. In August 2026, Darn Tough lost estimated Share of Search among hiking socks worldwide, from 33.2% to 29.7%.

  3. In August 2026, Icebreaker lost estimated Share of Search among hiking socks worldwide, from 5.4% to 4.9%.

  4. In August 2026, Wigwam rose from 6th to 5th among hiking socks worldwide.

  5. In August 2026, Bridgedale fell from 5th to 6th among hiking socks worldwide.

  6. Estimated monthly branded searches for Thorlos worldwide fell 18.5% over 11 measured months, from 8.1K to 6.6K in August 2026.

Where does Icebreaker compete?

Icebreaker is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Hiking socks3rd of 64.9%Shown above
Merino clothing brands4th of 55.3%Show ranking

How is Icebreaker measured?

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

1 branded search term

  • icebreaker nz

Do you work for Icebreaker? 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

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