How popular isIcebreaker in search?
In September 2026, there were an estimated 18.1K branded searches for Icebreaker worldwide which is down 18.5% over the last 12 months. Icebreaker holds 2% estimated Share of Search among merino wool sock brands worldwide and is ranked 5th of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.
Bombas75.9%
First Lite10.2%
Darn Tough5.6%
Feetures5.6%
Icebreaker2%
Wigwam0.74%
Follow Icebreaker and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Which merino wool sock brands compete with Icebreaker?
Share of Search by month for Bombas, First Lite, Darn Tough, Feetures, Icebreaker. The figures are in the table below the chart.
View monthly share of search table
| Month | Bombas | First Lite | Darn Tough | Feetures | Icebreaker | Wigwam |
|---|---|---|---|---|---|---|
| Oct 2025 | 75.4% | 12.4% | 4.5% | 4.5% | 2% | 1.1% |
| Nov 2025 | 72.9% | 12% | 6.6% | 5.4% | 2% | 1.1% |
| Dec 2025 | 77.7% | 7% | 7% | 4.7% | 2.1% | 1.4% |
| Jan 2026 | 77.5% | 5.7% | 7% | 4.7% | 3.8% | 1.4% |
| Feb 2026 | 79.7% | 5.9% | 5.9% | 4.8% | 2.6% | 1.2% |
| Mar 2026 | 83.2% | 4.1% | 5% | 5% | 1.8% | 0.82% |
| Apr 2026 | 79.3% | 4.8% | 5.8% | 7.1% | 2.1% | 0.78% |
| May 2026 | 78.5% | 5.8% | 5.8% | 7.1% | 2.1% | 0.77% |
| Jun 2026 | 79.3% | 4.8% | 5.8% | 7.1% | 2.1% | 0.78% |
| Jul 2026 | 78.6% | 5.8% | 5.8% | 7.1% | 2.1% | 0.63% |
| Aug 2026 | 73.3% | 12% | 5.4% | 6.6% | 2% | 0.72% |
| Sep 2026 | 75.9% | 10.2% | 5.6% | 5.6% | 2% | 0.74% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 75.9% | 673K | 0% | +2.5 points | |
| 2, held 2nd | 10.2% | 90.5K | -17.7% | -1.8 points | |
| 3, moved from 4th to 3rd | 5.6% | 49.5K | 0% | +0.2 pointsmoved from 4th to 3rd | |
| 4, moved from 3rd to 4th | 5.6% | 49.5K | -18.2% | -1 pointsmoved from 3rd to 4th | |
| 5, held 5th | 2% | 18.1K | 0% | +0.1 points | |
| 6, held 6th | 0.74% | 6.6K | 0% | 0 points |
1.
Bombas75.9%
Held 1st. 673K estimated branded searches, 0% vs prior month. Share +2.5 points.
10.2%
Held 2nd. 90.5K estimated branded searches, -17.7% vs prior month. Share -1.8 points.
5.6%
Moved from 4th to 3rd. 49.5K estimated branded searches, 0% vs prior month. Share +0.2 points.
4.
Feetures5.6%
Moved from 3rd to 4th. 49.5K estimated branded searches, -18.2% vs prior month. Share -1 points.
2%
Held 5th. 18.1K estimated branded searches, 0% vs prior month. Share +0.1 points.
6.
Wigwam0.74%
Held 6th. 6.6K estimated branded searches, 0% vs prior month. Share 0 points.
Compare search popularity between Icebreaker and its closest rivals
Every comparison with Icebreaker
18 comparisons
- Devold vs Icebreaker
- Arc'teryx vs Icebreaker
- Bombas vs Icebreaker
- Columbia vs Icebreaker
- Darn Tough vs Icebreaker
- Feetures vs Icebreaker
- First Lite vs Icebreaker
- Icebreaker vs Kathmandu
- Icebreaker vs Macpac
- Icebreaker vs Mons Royale
- Icebreaker vs Patagonia
- Icebreaker vs Rab
- Icebreaker vs Smartwool
- Icebreaker vs The North Face
- Icebreaker vs Thorlos
- Icebreaker vs Wigwam
- Bridgedale vs Icebreaker
- Icebreaker vs Merino Country
How has branded search demand for Icebreaker changed worldwide over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Icebreaker worldwide fell from 22.2K to 18.1K.
- Across the 12 months ending September 2026, Icebreaker’s estimated Share of Search among merino wool sock brands worldwide peaked at 3.8% in January 2026 and was lowest at 1.8% in March 2026.
How did search popularity change for merino wool sock brands worldwide in September 2026?
6 changes
In September 2026, Bombas gained estimated Share of Search among merino wool sock brands worldwide, from 73.3% to 75.9%.
In September 2026, First Lite lost estimated Share of Search among merino wool sock brands worldwide, from 12% to 10.2%.
In September 2026, Feetures lost estimated Share of Search among merino wool sock brands worldwide, from 6.6% to 5.6%.
In September 2026, Darn Tough rose from 4th to 3rd among merino wool sock brands worldwide.
Estimated monthly branded searches for Wigwam worldwide fell 45.5% over 12 measured months, from 12.1K to 6.6K in September 2026.
Estimated monthly branded searches for Icebreaker worldwide fell 18.5% over 12 measured months, from 22.2K to 18.1K in September 2026.
Where does Icebreaker compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Outdoor clothing brands | 9th of 9 | 0.17% | Show ranking |
| Merino wool sock brands | 5th of 6 | 2% | Shown above |
| Hiking socks | 3rd of 6 | 10.1% | Show ranking |
| Merino clothing brands | 4th of 5 | 11% | 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 merino
Do you work for Icebreaker? To request corrections or removal please contact us via our support page and we will be happy to assist.
Is Icebreaker your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.