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 16.7% estimated Share of Search among rugby cleats brands worldwide and is ranked 3rd of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Nike36.5%
  2. Adidas32.8%
  3. New Balance16.7%
  4. ASICS12.1%
  5. Mizuno1.8%
  6. Canterbury0.05%
New Balance website (opens in a new tab)

Follow New Balance 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 rugby cleats brands compete with New Balance?

New Balance against rugby cleats brands worldwide, by month

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

View monthly share of search table
MonthNikeAdidasNew BalanceASICSMizunoCanterbury
Oct 202535.2%32.9%19.2%10.9%1.7%0.06%
Nov 202538.1%34.5%17.6%8.4%1.3%0.2%
Dec 202538%33.8%16.8%9.8%1.5%0.03%
Jan 202640.9%30.9%15.5%11%1.7%0.02%
Feb 202637.5%33.7%17.1%10.1%1.5%0.03%
Mar 202637.4%34.2%16.9%10%1.5%0.03%
Apr 202635%32.7%19.4%11.4%1.4%0.03%
May 202634.4%37.1%15.5%11.3%1.7%0.03%
Jun 202635%36.2%16%11.3%1.4%0.03%
Jul 202634.8%36.6%15.7%11.5%1.4%0.04%
Aug 202632.8%34.8%17.9%12.9%1.6%0.06%
Sep 202636.5%32.8%16.7%12.1%1.8%0.05%

  1. 1.Nike

    36.5%

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

  2. 2.Adidas

    32.8%

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

  3. 3.New Balance

    16.7%

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

  4. 4.ASICS

    12.1%

    Held 4th. 8.1M estimated branded searches, -17.7% vs prior month. Share -0.8 points.

  5. 5.Mizuno

    1.8%

    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.

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 rugby cleats brands worldwide decreased from 19.2% to 16.7%.
  • Across the 12 months ending September 2026, New Balance’s estimated Share of Search among rugby cleats brands worldwide peaked at 19.4% in April 2026 and was lowest at 15.5% in May 2026.

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

  1. In September 2026, Nike overtook Adidas to become the leader among rugby cleats brands worldwide, with 36.5% estimated Share of Search.

  2. In September 2026, Adidas lost estimated Share of Search among rugby cleats brands worldwide, from 34.8% to 32.8%.

  3. In September 2026, New Balance lost estimated Share of Search among rugby cleats brands worldwide, from 17.9% to 16.7%.

  4. In September 2026, ASICS lost estimated Share of Search among rugby cleats brands worldwide, from 12.9% to 12.1%.

  5. Estimated monthly branded searches for Canterbury worldwide fell 22.2% over 12 measured months, from 44.5K to 34.6K in September 2026.

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 912.6%Show ranking
Trainers3rd of 614.5%Show ranking
Casual shoes brands3rd of 614.6%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 616.7%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
Cricket shoes2nd of 622%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

Do you work for New Balance? 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 New Balance 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