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 17.2% of all global rugby boot brand searches, placing New Balance third out of seven brands. When we asked both ChatGPT and Google AI Overviews about rugby boot brands, New Balance did not appear in any of the answers.

Search and AI answers in September 2026

New Balance is the third most searched of 7 competitors and not listed in any AI answer.

  1. NikeShare of searches 37.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  2. AdidasShare of searches 33.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  3. New BalanceShare of searches 17.2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. ASICSShare of searches 9.5%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th
  5. MizunoShare of searches 1.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd

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Top rugby boot brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, New Balance did not appear in any of the five answers.

Most recommended by AI

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

  1. Canterbury1st
  2. Adidas2nd
  3. Mizuno3rd
  4. Gilbert4th
  5. Nike5th
  6. ASICS6th
  7. New Balance–

Mentioned by AI

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

  • Adidas5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Canterbury5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Gilbert4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Nike3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Mizuno3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • ASICS1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • New Balance0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about rugby boot 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 rugby boot brands compete with New Balance?

New Balance against rugby boot brands worldwide, by month

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

View monthly share of searches table
MonthNikeAdidasNew BalanceASICSMizunoCanterburyGilbert
Oct 202536%33.6%19.6%8.8%1.8%0.06%<0.01%
Nov 202538.8%35.2%17.9%6.6%1.3%0.21%<0.01%
Dec 202538.9%34.6%17.2%7.7%1.5%0.03%<0.01%
Jan 202641.9%31.7%15.9%8.8%1.8%0.03%<0.01%
Feb 202638.4%34.5%17.5%7.9%1.6%0.03%0.01%
Mar 202638.3%35%17.3%7.8%1.6%0.03%0.01%
Apr 202636%33.6%19.9%9%1.5%0.03%<0.01%
May 202635.3%38.2%15.9%8.8%1.8%0.03%<0.01%
Jun 202635.9%37.2%16.4%9%1.5%0.03%<0.01%
Jul 202635.8%37.7%16.1%8.9%1.5%0.04%<0.01%
Aug 202633.8%35.9%18.4%10.1%1.7%0.06%<0.01%
Sep 202637.6%33.8%17.2%9.5%1.9%0.05%0.01%

  1. 1.Nike

    37.6%

    Moved from 2nd to 1st. 24.3M estimated branded searches, -2.4% vs prior month. Share +3.8 points.

  2. 2.Adidas

    33.8%

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

  3. 3.New Balance

    17.2%

    Held 3rd. 11.1M estimated branded searches, -18.4% vs prior month. Share -1.3 points.

  4. 4.ASICS

    9.5%

    Held 4th. 6.1M estimated branded searches, -18.2% vs prior month. Share -0.7 points.

  5. 5.Mizuno

    1.9%

    Held 5th. 1.2M estimated branded searches, 0% vs prior month. Share +0.2 points.

  6. 6.Canterbury

    0.05%

    Held 6th. 34.6K estimated branded searches, -20.8% vs prior month. Share 0 points.

  7. 7.Gilbert

    0.01%

    Held 7th. 6.6K estimated branded searches, +22.2% 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 rugby boot brands worldwide decreased from 19.6% to 17.2%.
  • Across the 12 months ending September 2026, New Balance’s share of searches among rugby boot brands worldwide peaked at 19.9% in April 2026 and was lowest at 15.9% in January 2026.

How did search popularity change for rugby boot brands worldwide in September 2026?

5 changes

  1. In September 2026, Nike overtook Adidas to become the leader among rugby boot brands worldwide, with 37.6% of the searches.

  2. In September 2026, Adidas lost share of searches among rugby boot brands worldwide, from 35.9% to 33.8%.

  3. In September 2026, New Balance lost share of searches among rugby boot brands worldwide, from 18.4% to 17.2%.

  4. In September 2026, ASICS lost share of searches among rugby boot brands worldwide, from 10.1% to 9.5%.

  5. Estimated monthly branded searches for Canterbury worldwide fell 22.2% over 12 measured months, from 44.5K to 34.6K 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%Show ranking
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%Shown above
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
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