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 20.6% of all global running shoe brand searches, placing New Balance second out of eight brands. When we asked both ChatGPT and Google AI Overviews about running shoe brands, New Balance appeared in all answers and was the fourth most recommended of the eight.

Search and AI answers in September 2026

New Balance is the second most searched of 8 competitors and the fourth most recommended in AI answers.

  1. NikeShare of searches 45.2%Mentioned in 3 of 4 AI answersPlace in AI recommendations 5th
  2. New BalanceShare of searches 20.6%Mentioned in 4 of 4 AI answersPlace in AI recommendations 4th
  3. ASICSShare of searches 15%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  4. HOKAShare of searches 7.3%Mentioned in 3 of 4 AI answersPlace in AI recommendations 3rd
  5. OnShare of searches 4.4%Mentioned in 2 of 4 AI answersPlace in AI recommendations 7th

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Top running shoe brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, New Balance appeared in all four answers. New Balance is the fourth most recommended of the eight.

Most recommended by AI

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

  1. ASICS1st
  2. Brooks2nd
  3. HOKA3rd
  4. New Balance4th
  5. Nike5th
  6. Saucony6th
  7. On7th
  8. Mizuno8th

Mentioned by AI

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

  • New Balance4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • ASICS4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Brooks4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Nike3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • HOKA3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Saucony3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • On2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Mizuno1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers

See every answer about running shoe brands

4 answers

Brands are shown in the order each answer named them. The survey took place in the United States on October 19, 2026.

Which running shoe brands compete with New Balance?

New Balance against running shoe brands worldwide, by month

Share of searches by month for Nike, New Balance, ASICS, HOKA, On, Saucony, Mizuno, Brooks. The figures are in the table below the chart.

View monthly share of searches table
MonthNikeNew BalanceASICSHOKAOnSauconyMizunoBrooks
Oct 202544.4%24.2%13.8%7.7%3.8%2.1%2.2%1.8%
Nov 202550.5%23.3%11.1%6.4%3.4%1.9%1.7%1.6%
Dec 202548.9%21.6%12.7%7.2%4.2%1.8%1.9%1.6%
Jan 202650.6%19.2%13.6%6.8%3.5%2.3%2.1%1.9%
Feb 202647.9%21.9%12.9%7.5%3.6%2.2%2%2.1%
Mar 202647.9%21.7%12.8%7.4%3.7%2.6%1.9%2.1%
Apr 202643%23.8%14%8.2%4.2%2.9%1.7%2.2%
May 202644.5%20.1%14.6%8.5%4.7%2.9%2.2%2.4%
Jun 202644.9%20.5%14.5%8.2%5.3%2.5%1.8%2.3%
Jul 202646.1%20.7%15.2%7.3%3.9%2.6%1.9%2.2%
Aug 202641.7%22.7%16.4%8%3.6%3.3%2%2.2%
Sep 202645.2%20.6%15%7.3%4.4%3%2.3%2.3%

  1. 1.Nike

    45.2%

    Held 1st. 24.3M estimated branded searches, -2.4% vs prior month. Share +3.5 points.

  2. 2.New Balance

    20.6%

    Held 2nd. 11.1M estimated branded searches, -18.4% vs prior month. Share -2.1 points.

  3. 3.ASICS

    15%

    Held 3rd. 8.1M estimated branded searches, -17.7% vs prior month. Share -1.4 points.

  4. 4.HOKA

    7.3%

    Held 4th. 3.9M estimated branded searches, -17.7% vs prior month. Share -0.7 points.

  5. 5.On

    4.4%

    Held 5th. 2.4M estimated branded searches, +8.3% vs prior month. Share +0.7 points.

  6. 6.Saucony

    3%

    Held 6th. 1.6M estimated branded searches, -17.4% vs prior month. Share -0.3 points.

  7. 7.Mizuno

    2.3%

    Moved from 8th to 7th. 1.2M estimated branded searches, 0% vs prior month. Share +0.2 points.

  8. 8.Brooks

    2.3%

    Moved from 7th to 8th. 1.2M estimated branded searches, -7.1% vs prior month. Share +0.1 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 running shoe brands worldwide decreased from 24.2% to 20.6%.
  • Across the 12 months ending September 2026, New Balance’s share of searches among running shoe brands worldwide peaked at 24.2% in October 2025 and was lowest at 19.2% in January 2026.

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

6 changes

  1. In September 2026, Nike gained share of searches among running shoe brands worldwide, from 41.7% to 45.2%.

  2. In September 2026, On gained share of searches among running shoe brands worldwide, from 3.6% to 4.4%.

  3. In September 2026, New Balance lost share of searches among running shoe brands worldwide, from 22.7% to 20.6%.

  4. In September 2026, ASICS lost share of searches among running shoe brands worldwide, from 16.4% to 15%.

  5. In September 2026, HOKA lost share of searches among running shoe brands worldwide, from 8% to 7.3%.

  6. In September 2026, Mizuno rose from 8th to 7th among running shoe brands worldwide.

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%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%Shown above
Cricket shoes2nd of 722.6%Show ranking
Creator with pink hair and a pink jacket

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