Brandwave

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 0.17% estimated Share of Search among outdoor clothing brands worldwide and is ranked 9th of 9 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. The North Face39.2%
  2. Patagonia26.4%
  3. Arc'teryx21.6%
  4. Kathmandu5.3%
  5. Rab3.5%
  6. Columbia2.4%
  7. Macpac1.3%
  8. Mons Royale0.26%
  9. Icebreaker0.17%
Icebreaker website (opens in a new tab)

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 outdoor clothing brands compete with Icebreaker?

Icebreaker against outdoor clothing brands worldwide, by month

Share of Search by month for The North Face, Patagonia, Arc'teryx, Kathmandu, Rab, Columbia, Icebreaker. The figures are in the table below the chart.

View monthly share of search table
MonthThe North FacePatagoniaArc'teryxKathmanduRabColumbiaMacpacMons RoyaleIcebreaker
Oct 202544.5%27.2%18.2%4.5%2%2.4%0.9%0.18%0.15%
Nov 202549.6%22.3%18.2%3.7%1.6%3.3%0.9%0.15%0.15%
Dec 202547%21.1%21.1%4.3%1.6%3.6%1%0.17%0.17%
Jan 202644.8%24.6%20.1%4%2.2%2.8%0.99%0.2%0.24%
Feb 202641.6%28%18.7%4.6%3.1%2.5%1.1%0.23%0.19%
Mar 202635.7%32%17.5%7.9%2.9%2.1%1.6%0.32%0.17%
Apr 202631.9%32.1%17.6%9.6%3.5%2.4%2.4%0.32%0.21%
May 202636.5%30%16.4%9%3.3%2%2.2%0.3%0.2%
Jun 202631.2%31.4%17.2%11.5%3.5%2%2.8%0.31%0.21%
Jul 202636.3%29.9%16.3%9%4%1.9%2.2%0.3%0.2%
Aug 202637.2%27.8%18.6%8.4%3.7%2.1%1.7%0.34%0.18%
Sep 202639.2%26.4%21.6%5.3%3.5%2.4%1.3%0.26%0.17%

  1. 1.The North Face

    39.2%

    Held 1st. 4.1M estimated branded searches, +11.2% vs prior month. Share +2 points.

  2. 2.Patagonia

    26.4%

    Held 2nd. 2.7M estimated branded searches, 0% vs prior month. Share -1.5 points.

  3. 3.Arc'teryx

    21.6%

    Held 3rd. 2.2M estimated branded searches, +22.4% vs prior month. Share +3 points.

  4. 4.Kathmandu

    5.3%

    Held 4th. 550K estimated branded searches, -33.2% vs prior month. Share -3.1 points.

  5. 5.Rab

    3.5%

    Held 5th. 368K estimated branded searches, 0% vs prior month. Share -0.2 points.

  6. 6.Columbia

    2.4%

    Held 6th. 245K estimated branded searches, +17.2% vs prior month. Share +0.2 points.

  7. 7.Macpac

    1.3%

    Held 7th. 135K estimated branded searches, -18.2% vs prior month. Share -0.4 points.

  8. 8.Mons Royale

    0.26%

    Held 8th. 27.1K estimated branded searches, -18.1% vs prior month. Share -0.1 points.

  9. 9.Icebreaker

    0.17%

    Held 9th. 18.1K estimated branded searches, 0% vs prior month. Share 0 points.

Compare search popularity between Icebreaker and its closest rivals

Every comparison with Icebreaker

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

  • 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 outdoor clothing brands worldwide held steady, from 0.15% to 0.17%.

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

  1. In September 2026, Arc'teryx gained estimated Share of Search among outdoor clothing brands worldwide, from 18.6% to 21.6%.

  2. In September 2026, The North Face gained estimated Share of Search among outdoor clothing brands worldwide, from 37.2% to 39.2%.

  3. In September 2026, Kathmandu lost estimated Share of Search among outdoor clothing brands worldwide, from 8.4% to 5.3%.

  4. In September 2026, Patagonia lost estimated Share of Search among outdoor clothing brands worldwide, from 27.8% to 26.4%.

  5. Macpac’s estimated Share of Search among outdoor clothing brands worldwide has lost ground for 3 months in a row, from 2.8% to 1.3% in September 2026.

  6. Estimated monthly branded searches for Rab worldwide rose 22.3% over 12 measured months, from 301K to 368K in September 2026.

Where does Icebreaker compete?

Icebreaker is ranked in four competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Outdoor clothing brands9th of 90.17%Shown above
Merino wool sock brands5th of 62%Show ranking
Hiking socks3rd of 610.1%Show ranking
Merino clothing brands4th of 511%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.

How the Brand Demand Index is measured

Creator with pink hair and a pink jacket

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.

Start free