How popular isOakley?
In September 2026, people searched for Oakley by name about 1.5 million times worldwide, about the same as the previous year. These searches made up 89.2% of all global sports sunglasses brand searches, placing Oakley first out of six brands. When we asked both ChatGPT and Google AI Overviews about sports sunglasses brands, Oakley appeared in all answers and was the most recommended of the six.
Oakley is the most searched of 6 competitors and the most recommended in AI answers.
OakleyShare of searches 89.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
SmithShare of searches 3.9%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
JulboShare of searches 3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
Rudy ProjectShare of searches 1.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
TifosiShare of searches 1.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
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Top sports sunglasses brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Oakley appeared in all five answers. Oakley is the most recommended of the six.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Oakley5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Smith4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Tifosi4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Julbo3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Rudy Project3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
100%2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about sports sunglasses brands
5 answers
Asked ChatGPT
“Which sports sunglasses brand should I buy?”
Asked ChatGPT
“What are the best sports sunglasses brands?”
Asked ChatGPT
“What's the best sports sunglasses brand for running and cycling?”
Searched Google, AI Overview
“sports sunglasses brands”
Searched Google, AI Overview
“best sports sunglasses”
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Which sports sunglasses brands compete with Oakley?
Share of searches by month for Oakley, Smith, Julbo. The figures are in the table below the chart.
View monthly share of searches table
| Month | Oakley | Smith | Julbo | Rudy Project | Tifosi | 100% |
|---|---|---|---|---|---|---|
| Oct 2025 | 90.2% | 3.5% | 2.9% | 1.9% | 1.1% | 0.46% |
| Nov 2025 | 90.3% | 3.9% | 2.9% | 1.5% | 0.97% | 0.44% |
| Dec 2025 | 90.7% | 4% | 2.9% | 1.3% | 0.8% | 0.36% |
| Jan 2026 | 90.1% | 3.7% | 3.4% | 1.6% | 0.8% | 0.37% |
| Feb 2026 | 88.8% | 4.2% | 3.5% | 1.9% | 1.1% | 0.53% |
| Mar 2026 | 88.9% | 3.7% | 3.5% | 1.9% | 1.4% | 0.65% |
| Apr 2026 | 89.1% | 3.4% | 3.6% | 1.9% | 1.4% | 0.65% |
| May 2026 | 87.7% | 4.1% | 3.7% | 2.3% | 1.7% | 0.64% |
| Jun 2026 | 87.8% | 3.7% | 3.7% | 2.2% | 1.9% | 0.77% |
| Jul 2026 | 87.8% | 4% | 3.7% | 1.9% | 1.9% | 0.65% |
| Aug 2026 | 88.8% | 3.6% | 3.6% | 1.9% | 1.6% | 0.55% |
| Sep 2026 | 89.2% | 3.9% | 3% | 1.9% | 1.4% | 0.54% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 89.2% | 1.5M | -18% | +0.4 points | |
| 2, moved from 3rd to 2nd | 3.9% | 66.1K | -9.9% | +0.4 pointsmoved from 3rd to 2nd | |
| 3, moved from 2nd to 3rd | 3% | 51.3K | -30.4% | -0.5 pointsmoved from 2nd to 3rd | |
| 4, held 4th | 1.9% | 31.6K | -20.6% | -0.1 points | |
| 5, held 5th | 1.4% | 24K | -27.7% | -0.2 points | |
| 6, held 6th | 0.54% | 9.1K | -19.5% | 0 points |
1.
Oakley89.2%
Held 1st. 1.5M estimated branded searches, -18% vs prior month. Share +0.4 points.
2.
Smith3.9%
Moved from 3rd to 2nd. 66.1K estimated branded searches, -9.9% vs prior month. Share +0.4 points.
3.
Julbo3%
Moved from 2nd to 3rd. 51.3K estimated branded searches, -30.4% vs prior month. Share -0.5 points.
1.9%
Held 4th. 31.6K estimated branded searches, -20.6% vs prior month. Share -0.1 points.
5.
Tifosi1.4%
Held 5th. 24K estimated branded searches, -27.7% vs prior month. Share -0.2 points.
6.
100%0.54%
Held 6th. 9.1K estimated branded searches, -19.5% vs prior month. Share 0 points.
Compare popularity between Oakley and its closest rivals
Every comparison with Oakley
14 comparisons
How has branded search demand for Oakley changed worldwide over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Oakley worldwide held steady at 1.5M.
- Across the 12 months ending September 2026, Oakley’s share of searches among sports sunglasses brands worldwide decreased from 90.2% to 89.2%.
- Across the 12 months ending September 2026, Oakley’s share of searches among sports sunglasses brands worldwide peaked at 90.7% in December 2025 and was lowest at 87.7% in May 2026.
How did search popularity change for sports sunglasses brands worldwide in September 2026?
5 changes
In September 2026, Julbo lost share of searches among sports sunglasses brands worldwide, from 3.6% to 3%.
Oakley’s share of searches among sports sunglasses brands worldwide has gained ground for 3 months in a row, from 87.8% to 89.2% in September 2026.
In September 2026, Smith rose from 3rd to 2nd among sports sunglasses brands worldwide.
Estimated monthly branded searches for Tifosi worldwide rose 26.9% over 12 measured months, from 18.9K to 24K in September 2026.
Estimated monthly branded searches for 100% worldwide rose 18% over 12 measured months, from 7.7K to 9.1K in September 2026.
How are Oakley’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Oakley’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.
- oakley
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Where does Oakley compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Sunglass brands | 4th of 6 | 17.4% | Show ranking |
| Sunglasses brands | 2nd of 8 | 34.7% | Show ranking |
| Sports sunglasses brands | 1st of 6 | 89.2% | Shown above |
Is Oakley 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.