Brandwave

How popular isNew Balance?

In September 2026, people searched for New Balance by name about 11.1 million times worldwide, an 18.4% decrease from the previous year. These searches made up 15.3% of all global kids shoe brand searches, placing New Balance third out of ten brands. When we asked both ChatGPT and Google AI Overviews about kids shoe brands, New Balance appeared in all answers and was the most recommended of the ten.

Search and AI answers in September 2026

New Balance is the third most searched of 10 competitors and the most recommended in AI answers.

  1. NikeShare of searches 33.5%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  2. AdidasShare of searches 30.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  3. New BalanceShare of searches 15.3%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  4. CrocsShare of searches 10.3%Mentioned in 2 of 5 AI answersPlace in AI recommendations 7th
  5. SkechersShare of searches 8.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 6th

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Top kids shoe brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, New Balance appeared in all five answers. New Balance is the most recommended of the ten.

Most recommended by AI

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

  1. New Balance1st
  2. Stride Rite2nd
  3. Nike3rd
  4. Adidas4th
  5. Ten Little5th
  6. Skechers6th
  7. Crocs7th
  8. KEEN8th
  9. Clarks–
  10. Bobux–

Mentioned by AI

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

  • New Balance5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Stride Rite4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Skechers3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Ten Little3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Nike2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Adidas2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Crocs2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • KEEN1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Clarks0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bobux0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about kids shoe 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 19, 2026.

Which kids shoe brands compete with New Balance?

New Balance against kids shoe brands worldwide, by month

Share of searches by month for Nike, Adidas, New Balance, Crocs, Skechers, Clarks. The figures are in the table below the chart.

View monthly share of searches table
MonthNikeAdidasNew BalanceCrocsSkechersClarksStride RiteBobuxTen LittleKEEN
Oct 202532.3%30.2%17.6%9.7%7.9%1.9%0.14%0.06%0.03%0.02%
Nov 202534.6%31.4%16%8.8%7.2%1.8%0.11%0.05%0.02%0.01%
Dec 202534.7%30.9%15.3%10.3%6.9%1.7%0.08%0.05%0.02%0.02%
Jan 202638.3%28.9%14.6%8%8%2%0.1%0.05%0.02%0.02%
Feb 202634.9%31.3%15.9%8.8%7.2%1.7%0.13%0.06%0.04%0.02%
Mar 202634.1%31.2%15.4%10.4%6.9%1.7%0.12%0.06%0.04%0.02%
Apr 202631.5%29.4%17.4%11.7%7.8%1.9%0.14%0.06%0.03%0.02%
May 202630.5%33%13.8%11.3%9.3%1.9%0.11%0.06%0.03%0.02%
Jun 202630.6%31.7%14%14%7.7%1.9%0.09%0.05%0.03%0.02%
Jul 202631%32.7%14%14%6.3%1.9%0.11%0.05%0.03%0.02%
Aug 202630.3%32.2%16.5%11.1%7.4%2.2%0.11%0.05%0.03%0.02%
Sep 202633.5%30.1%15.3%10.3%8.4%2.1%0.12%0.07%0.04%0.02%

  1. 1.Nike

    33.5%

    Moved from 2nd to 1st. 24.3M estimated branded searches, -2.4% vs prior month. Share +3.2 points.

  2. 2.Adidas

    30.1%

    Moved from 1st to 2nd. 21.8M estimated branded searches, -17.5% vs prior month. Share -2.1 points.

  3. 3.New Balance

    15.3%

    Held 3rd. 11.1M estimated branded searches, -18.4% vs prior month. Share -1.2 points.

  4. 4.Crocs

    10.3%

    Held 4th. 7.5M estimated branded searches, -18.2% vs prior month. Share -0.8 points.

  5. 5.Skechers

    8.4%

    Held 5th. 6.1M estimated branded searches, 0% vs prior month. Share +1 points.

  6. 6.Clarks

    2.1%

    Held 6th. 1.5M estimated branded searches, -18% vs prior month. Share -0.2 points.

  7. 7.Stride Rite

    0.12%

    Held 7th. 90.5K estimated branded searches, 0% vs prior month. Share 0 points.

  8. 8.Bobux

    0.07%

    Held 8th. 49.5K estimated branded searches, +22.2% vs prior month. Share 0 points.

  9. 9.Ten Little

    0.04%

    Held 9th. 27.1K estimated branded searches, 0% vs prior month. Share 0 points.

  10. 10.KEEN

    0.02%

    Held 10th. 14.8K estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between New Balance and its closest rivals

Every comparison with New Balance

29 comparisons

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

3 findings
  • 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 share of searches among kids shoe brands worldwide decreased from 17.6% to 15.3%.
  • Across the 12 months ending September 2026, New Balance’s share of searches among kids shoe brands worldwide peaked at 17.6% in October 2025 and was lowest at 13.8% in May 2026.

How did search popularity change for kids shoe brands worldwide in September 2026?

6 changes

  1. In September 2026, Nike overtook Adidas to become the leader among kids shoe brands worldwide, with 33.5% of the searches.

  2. In September 2026, Skechers gained share of searches among kids shoe brands worldwide, from 7.4% to 8.4%.

  3. In September 2026, Adidas lost share of searches among kids shoe brands worldwide, from 32.2% to 30.1%.

  4. In September 2026, New Balance lost share of searches among kids shoe brands worldwide, from 16.5% to 15.3%.

  5. In September 2026, Crocs lost share of searches among kids shoe brands worldwide, from 11.1% to 10.3%.

  6. Estimated monthly branded searches for Ten Little worldwide rose 22.1% over 12 measured months, from 22.2K to 27.1K in September 2026.

How are New Balance’s branded searches counted?

1 search term

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.

  • new balance

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How the Brand Demand Index is measured

Where does New Balance compete?

New Balance is ranked in 12 competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Sneaker brands3rd of 1211.9%Show ranking
Casual shoes brands3rd of 813%Show ranking
Kids shoe brands3rd of 1015.3%Shown above
Skate shoes brands3rd of 715.4%Show ranking
Football boot brands3rd of 615.6%Show ranking
Basketball shoe brands3rd of 515.9%Show ranking
Rugby boot brands3rd of 717.2%Show ranking
Baseball cleats brands3rd of 418.3%Show ranking
Football cleats brands3rd of 418.3%Show ranking
Turf shoes brands3rd of 418.3%Show ranking
Running shoe brands2nd of 820.6%Show ranking
Cricket shoes2nd of 722.6%Show ranking
Creator with pink hair and a pink jacket

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