Brandwave

How popular isNew Balance in search?

In September 2026, there were an estimated 11.1M branded searches for New Balance worldwide which is down 18.4% over the last 12 months. New Balance holds 18.3% estimated Share of Search among football cleats brands worldwide and is ranked 3rd of 4 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Nike40.1%
  2. Adidas36%
  3. New Balance18.3%
  4. Under Armour5.5%
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Which football cleats brands compete with New Balance?

New Balance against football cleats brands worldwide, by month

Share of Search by month for Nike, Adidas, New Balance, Under Armour. The figures are in the table below the chart.

View monthly share of search table
MonthNikeAdidasNew BalanceUnder Armour
Oct 202537.8%35.3%20.6%6.2%
Nov 202539.9%36.2%18.4%5.5%
Dec 202540.1%35.7%17.7%6.5%
Jan 202643.9%33.2%16.7%6.2%
Feb 202640.1%36%18.3%5.5%
Mar 202640%36.5%18.1%5.4%
Apr 202638.1%35.6%21.1%5.2%
May 202637.5%40.5%16.9%5.1%
Jun 202638%39.4%17.4%5.2%
Jul 202637.9%39.9%17.1%5.1%
Aug 202636.5%38.7%19.9%4.9%
Sep 202640.1%36%18.3%5.5%

  1. 1.Nike

    40.1%

    Moved from 2nd to 1st. 24.3M estimated branded searches, -2.4% vs prior month. Share +3.7 points.

  2. 2.Adidas

    36%

    Moved from 1st to 2nd. 21.8M estimated branded searches, -17.5% vs prior month. Share -2.7 points.

  3. 3.New Balance

    18.3%

    Held 3rd. 11.1M estimated branded searches, -18.4% vs prior month. Share -1.6 points.

  4. 4.Under Armour

    5.5%

    Held 4th. 3.4M estimated branded searches, 0% vs prior month. Share +0.6 points.

Compare search popularity between New Balance and its closest rivals

Every comparison with New Balance

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

  • Across the 12 months ending September 2026, estimated monthly branded searches for New Balance worldwide fell from 13.6M to 11.1M.
  • Across the 12 months ending September 2026, New Balance’s estimated Share of Search among football cleats brands worldwide decreased from 20.6% to 18.3%.
  • Across the 12 months ending September 2026, New Balance’s estimated Share of Search among football cleats brands worldwide peaked at 21.1% in April 2026 and was lowest at 16.7% in January 2026.

How did search popularity change for football cleats brands worldwide in September 2026?

  1. In September 2026, Nike overtook Adidas to become the leader among football cleats brands worldwide, with 40.1% estimated Share of Search.

  2. In September 2026, Under Armour gained estimated Share of Search among football cleats brands worldwide, from 4.9% to 5.5%.

  3. In September 2026, Adidas lost estimated Share of Search among football cleats brands worldwide, from 38.7% to 36%.

  4. In September 2026, New Balance lost estimated Share of Search among football cleats brands worldwide, from 19.9% to 18.3%.

Where does New Balance compete?

New Balance is ranked in 11 competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Sneaker brands3rd of 912.9%Show ranking
Trainers3rd of 614.8%Show ranking
Casual shoes brands3rd of 614.9%Show ranking
Football boot brands3rd of 615.6%Show ranking
Basketball shoe brands3rd of 515.9%Show ranking
Skate shoes brands3rd of 516.6%Show ranking
Rugby cleats brands3rd of 617.2%Show ranking
Baseball cleats brands3rd of 418.3%Show ranking
Football cleats brands3rd of 418.3%Shown above
Turf shoes brands3rd of 418.3%Show ranking
Cricket shoes2nd of 622.6%Show ranking

How is New Balance measured?

Brandwave collects information about searches that people make online using New Balance’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

  • new balance

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How the Brand Demand Index is measured

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