Brandwave

How popular isNike in search?

In August 2026, there were an estimated 20.4M branded searches for Nike worldwide which held steady over the last 11 months. Nike holds 81.7% estimated Share of Search among school bags worldwide and is ranked 1st of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Nike81.7%
  2. Under Armour13.4%
  3. JanSport2.7%
  4. Smiggle1.8%
  5. Eastpak0.2%
  6. Herschel0.16%
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Which school bags compete with Nike?

Nike against school bags worldwide, by month

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

View monthly share of search table
MonthNikeUnder ArmourJanSportSmiggleEastpakHerschel
Oct 202581.6%16.4%0.66%1.2%0.07%0.11%
Nov 202584.3%13.9%0.46%1.2%0.05%0.09%
Dec 202581.7%16.4%0.54%1.2%0.06%0.11%
Jan 202683.8%13.8%0.83%1.5%0.06%0.09%
Feb 202684%13.8%1%1%0.06%0.09%
Mar 202684.5%13.9%0.68%0.83%0.06%0.09%
Apr 202684.3%13.8%0.68%1%0.06%0.09%
May 202684%13.8%0.83%1.2%0.07%0.11%
Jun 202683.6%13.7%1%1.5%0.07%0.14%
Jul 202682.2%13.5%2.2%1.8%0.11%0.13%
Aug 202681.7%13.4%2.7%1.8%0.2%0.16%
Sep 2026——————

  1. 1.Nike

    81.7%

    Held 1st. 20.4M estimated branded searches, 0% vs prior month. Share -0.5 points.

  2. 2.Under Armour

    13.4%

    Held 2nd. 3.4M estimated branded searches, 0% vs prior month. Share -0.1 points.

  3. 3.JanSport

    2.7%

    Held 3rd. 673K estimated branded searches, +22.4% vs prior month. Share +0.5 points.

  4. 4.Smiggle

    1.8%

    Held 4th. 450K estimated branded searches, 0% vs prior month. Share 0 points.

  5. 5.Eastpak

    0.2%

    Moved from 6th to 5th. 49.5K estimated branded searches, +82.7% vs prior month. Share +0.1 points.

  6. 6.Herschel

    0.16%

    Moved from 5th to 6th. 40.5K estimated branded searches, +22.4% vs prior month. Share 0 points.

Compare search popularity between Nike and its closest rivals

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for Nike worldwide held steady at 20.4M.
  • Across the 11 months ending August 2026, Nike’s estimated Share of Search among school bags worldwide peaked at 84.5% in March 2026 and was lowest at 81.6% in October 2025.

How did search popularity change for school bags worldwide in August 2026?

  1. In August 2026, Nike lost estimated Share of Search among school bags worldwide, from 82.2% to 81.7%.

  2. JanSport’s estimated Share of Search among school bags worldwide has gained ground for 3 months in a row, from 0.83% to 2.7% in August 2026.

  3. In August 2026, Eastpak rose from 6th to 5th among school bags worldwide.

  4. In August 2026, Herschel fell from 5th to 6th among school bags worldwide.

  5. Estimated monthly branded searches for Smiggle worldwide rose 49.5% over 11 measured months, from 301K to 450K in August 2026.

  6. Estimated monthly branded searches for Under Armour worldwide fell 18.1% over 11 measured months, from 4.1M to 3.4M in August 2026.

Where does Nike compete?

Nike is ranked in 23 competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Trainers2nd of 627.3%Show ranking
Basketball shoe brands2nd of 530.5%Show ranking
Sneaker brands2nd of 531.4%Show ranking
Football boot brands2nd of 531.5%Show ranking
Gym bags2nd of 635.1%Show ranking
Golf shoes2nd of 636.2%Show ranking
Sports bra brands2nd of 536.8%Show ranking
Netball shoe brands2nd of 537%Show ranking
Sports bag brands2nd of 538.3%Show ranking
Exercise mats2nd of 639.3%Show ranking
Rugby boot brands2nd of 539.3%Show ranking
Footballs2nd of 640.8%Show ranking
Football brands2nd of 540.8%Show ranking
Gym shoes2nd of 644.5%Show ranking
Kids shoe brands2nd of 547.5%Show ranking
Jump rope brands2nd of 549.8%Show ranking
Leggings1st of 651.4%Show ranking
Gym clothing brands1st of 551.8%Show ranking
School bags1st of 681.7%Shown above
Golf gloves1st of 694.8%Show ranking
Basketball brands1st of 596.8%Show ranking
Swim cap brands1st of 697.7%Show ranking
Swimming goggles1st of 697.7%Show ranking

How is Nike measured?

Brandwave collects information about searches that people make online using Nike’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

  • nike

Do you work for Nike? 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

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