How popular isOn in search?
In September 2026, there were an estimated 2.4M branded searches for On worldwide which is up 11.2% over the last 12 months. On holds 12.8% estimated Share of Search among running shoe brands worldwide and is ranked 3rd of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.
Follow On 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 running shoe brands compete with On?
Share of Search by month for ASICS, HOKA, On, Saucony, Mizuno, Brooks. The figures are in the table below the chart.
View monthly share of search table
| Month | ASICS | HOKA | On | Saucony | Mizuno | Brooks |
|---|---|---|---|---|---|---|
| Oct 2025 | 44% | 24.4% | 12.1% | 6.8% | 6.9% | 5.7% |
| Nov 2025 | 42.4% | 24.5% | 13.1% | 7.2% | 6.5% | 6.3% |
| Dec 2025 | 43% | 24.3% | 14.3% | 6.2% | 6.6% | 5.6% |
| Jan 2026 | 44.9% | 22.5% | 11.7% | 7.7% | 7% | 6.2% |
| Feb 2026 | 42.5% | 24.7% | 11.9% | 7.4% | 6.5% | 6.9% |
| Mar 2026 | 41.9% | 24.4% | 12% | 8.5% | 6.4% | 6.8% |
| Apr 2026 | 42.2% | 24.7% | 12.6% | 8.6% | 5.3% | 6.6% |
| May 2026 | 41.2% | 24.1% | 13.3% | 8.3% | 6.2% | 6.9% |
| Jun 2026 | 41.9% | 23.6% | 15.2% | 7.3% | 5.3% | 6.6% |
| Jul 2026 | 45.9% | 22.1% | 11.7% | 7.9% | 5.6% | 6.7% |
| Aug 2026 | 46.1% | 22.4% | 10.3% | 9.3% | 5.7% | 6.2% |
| Sep 2026 | 43.8% | 21.3% | 12.8% | 8.9% | 6.6% | 6.6% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 43.8% | 8.1M | -17.7% | -2.3 points | |
| 2, held 2nd | 21.3% | 3.9M | -17.7% | -1.1 points | |
| 3, held 3rd | 12.8% | 2.4M | +8.3% | +2.6 points | |
| 4, held 4th | 8.9% | 1.6M | -17.4% | -0.4 points | |
| 5, moved from 6th to 5th | 6.6% | 1.2M | 0% | +0.9 pointsmoved from 6th to 5th | |
| 6, moved from 5th to 6th | 6.6% | 1.2M | -7.1% | +0.4 pointsmoved from 5th to 6th |
1.
ASICS43.8%
Held 1st. 8.1M estimated branded searches, -17.7% vs prior month. Share -2.3 points.
2.
HOKA21.3%
Held 2nd. 3.9M estimated branded searches, -17.7% vs prior month. Share -1.1 points.
3.
On12.8%
Held 3rd. 2.4M estimated branded searches, +8.3% vs prior month. Share +2.6 points.
4.
Saucony8.9%
Held 4th. 1.6M estimated branded searches, -17.4% vs prior month. Share -0.4 points.
5.
Mizuno6.6%
Moved from 6th to 5th. 1.2M estimated branded searches, 0% vs prior month. Share +0.9 points.
6.
Brooks
6.6%
Moved from 5th to 6th. 1.2M estimated branded searches, -7.1% vs prior month. Share +0.4 points.
Compare search popularity between On and its closest rivals
Every comparison with On
5 comparisons
How has branded search demand for On changed worldwide over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for On worldwide rose from 2.1M to 2.4M.
- Across the 12 months ending September 2026, On’s estimated Share of Search among running shoe brands worldwide increased from 12.1% to 12.8%.
- Across the 12 months ending September 2026, On’s estimated Share of Search among running shoe brands worldwide peaked at 15.2% in June 2026 and was lowest at 10.3% in August 2026.
How did search popularity change for running shoe brands worldwide in September 2026?
6 changes
In September 2026, Mizuno overtook Brooks to rank 5th among running shoe brands worldwide, with 6.6% estimated Share of Search.
In September 2026, On gained estimated Share of Search among running shoe brands worldwide, from 10.3% to 12.8%.
In September 2026, ASICS lost estimated Share of Search among running shoe brands worldwide, from 46.1% to 43.8%.
In September 2026, HOKA lost estimated Share of Search among running shoe brands worldwide, from 22.4% to 21.3%.
Estimated monthly branded searches for Saucony worldwide rose 37.3% over 12 measured months, from 1.2M to 1.6M in September 2026.
Estimated monthly branded searches for Brooks worldwide rose 21.6% over 12 measured months, from 1M to 1.2M in September 2026.
How is On measured?
Brandwave collects information about searches that people make online using On’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.
7 branded search terms
- on cloud shoes
- on cloudmonster
- on cloudrunner
- on cloudsurfer
- on cloudswift
- on running
- on running shoes
Do you work for On? To request corrections or removal please contact us via our support page and we will be happy to assist.
Is On 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.