Brandwave

How popular isRed Wing?

In September 2026, people searched for Red Wing by name about 550,000 times worldwide, a 63.3% decrease from the previous year. These searches made up 4.3% of all global boot brand searches, placing Red Wing fifth out of 11 brands. When we asked both ChatGPT and Google AI Overviews about boot brands, Red Wing appeared in three of the four answers and was the second most recommended of the 11.

Search and AI answers in September 2026

Red Wing is the fifth most searched of 11 competitors and the second most recommended in AI answers.

  1. UGGShare of searches 48.4%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  2. TimberlandShare of searches 17.7%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  3. Dr. MartensShare of searches 14.5%Mentioned in 1 of 4 AI answersPlace in AI recommendations 6th
  4. AriatShare of searches 5.3%Mentioned in 2 of 4 AI answersPlace in AI recommendations 5th
  5. Red WingShare of searches 4.3%Mentioned in 3 of 4 AI answersPlace in AI recommendations 2nd

+6 more

Red Wing website (opens in a new tab)

Follow Red Wing 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

Top boot brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Red Wing was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Red Wing is the second most recommended of the 11.

Most recommended by AI

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

  1. Blundstone1st
  2. Red Wing2nd
  3. Thursday Boot Company3rd
  4. Danner4th
  5. Ariat5th
  6. Dr. Martens6th
  7. UGG–
  8. Timberland–
  9. Sorel–
  10. Redback–
  11. +1 more

Mentioned by AI

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

  • Blundstone4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Red Wing3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Thursday Boot Company3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Ariat2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Danner2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Dr. Martens1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • UGG0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Timberland0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Sorel0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Redback0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

+1 more

See every answer about boot brands

4 answers

Not named in any answer:

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

Which boot brands compete with Red Wing?

Red Wing against boot brands worldwide, by month

Share of searches by month for UGG, Timberland, Dr. Martens, Ariat, Red Wing, Blundstone, Thursday Boot Company. The figures are in the table below the chart.

View monthly share of searches table
MonthUGGTimberlandDr. MartensAriatRed WingBlundstoneThursday Boot CompanySorelDannerRedbackMerrell
Oct 202549.3%18.1%12.1%3.6%8.1%3.6%2.5%1.3%0.89%0.33%0.15%
Nov 202556.7%17.1%9.4%3.4%5.1%3.4%2.3%1.5%0.84%0.21%0.08%
Dec 202554.3%16.3%10.9%4%6%3.3%2.3%1.5%0.98%0.24%0.09%
Jan 202643.8%19.6%13.1%3.9%10.7%3.2%2.4%1.8%0.97%0.35%0.19%
Feb 202639.8%21.8%14.6%5.4%8%3.6%3.1%1.6%1.3%0.48%0.32%
Mar 202627.6%18.5%15.1%6.8%22.6%3%3.1%1.4%1.1%0.5%0.33%
Apr 202624.7%24.7%16.5%9.1%13.5%3.3%4.1%1.5%1.5%0.67%0.55%
May 202630.8%25.2%16.8%9.3%6.2%3.4%4.2%1.5%1.2%0.68%0.68%
Jun 202629.7%24.3%16.2%10.9%7.3%3.3%3.9%1.2%1.8%0.66%0.66%
Jul 202631.9%26.1%17.4%7.8%6.4%2.9%3.4%1.3%1.3%0.71%0.71%
Aug 202641.4%22.7%15.2%6.8%4.6%3%3.1%1.1%1.1%0.5%0.5%
Sep 202648.4%17.7%14.5%5.3%4.3%3.6%3.1%1.3%1.1%0.48%0.32%

  1. 1.UGG

    48.4%

    Held 1st. 6.1M estimated branded searches, +49.6% vs prior month. Share +7 points.

  2. 2.Timberland

    17.7%

    Held 2nd. 2.2M estimated branded searches, 0% vs prior month. Share -5 points.

  3. 3.Dr. Martens

    14.5%

    Held 3rd. 1.8M estimated branded searches, +22% vs prior month. Share -0.7 points.

  4. 4.Ariat

    5.3%

    Held 4th. 673K estimated branded searches, 0% vs prior month. Share -1.5 points.

  5. 5.Red Wing

    4.3%

    Held 5th. 550K estimated branded searches, +22.2% vs prior month. Share -0.2 points.

  6. 6.Blundstone

    3.6%

    Moved from 7th to 6th. 450K estimated branded searches, +49.5% vs prior month. Share +0.5 points.

  7. 7.Thursday Boot Company

    3.1%

    Moved from 6th to 7th. 392K estimated branded searches, +27.7% vs prior month. Share 0 points.

  8. 8.Sorel

    1.3%

    Moved from 9th to 8th. 165K estimated branded searches, +50% vs prior month. Share +0.2 points.

  9. 9.Danner

    1.1%

    Moved from 8th to 9th. 135K estimated branded searches, +22.7% vs prior month. Share 0 points.

  10. 10.Redback

    0.48%

    Moved from 11th to 10th. 60.5K estimated branded searches, +22.2% vs prior month. Share 0 points.

  11. 11.Merrell

    0.32%

    Moved from 10th to 11th. 40.5K estimated branded searches, -18.2% vs prior month. Share -0.2 points.

Compare popularity between Red Wing and its closest rivals

Every comparison with Red Wing

27 comparisons

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

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Red Wing worldwide fell from 1.5M to 550K.
  • Across the 12 months ending September 2026, Red Wing’s share of searches among boot brands worldwide decreased from 8.1% to 4.3%.
  • Across the 12 months ending September 2026, Red Wing’s share of searches among boot brands worldwide peaked at 22.6% in March 2026 and was lowest at 4.3% in September 2026.
  • Across the 12 months ending September 2026, Red Wing fell from 4th to 5th among boot brands worldwide.

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

6 changes

  1. In September 2026, Blundstone overtook Thursday Boot Company to rank 6th among boot brands worldwide, with 3.6% of the searches.

  2. In September 2026, UGG gained share of searches among boot brands worldwide, from 41.4% to 48.4%.

  3. In September 2026, Timberland lost share of searches among boot brands worldwide, from 22.7% to 17.7%.

  4. In September 2026, Ariat lost share of searches among boot brands worldwide, from 6.8% to 5.3%.

  5. In September 2026, Dr. Martens lost share of searches among boot brands worldwide, from 15.2% to 14.5%.

  6. Red Wing’s share of searches among boot brands worldwide has lost ground for 3 months in a row, from 7.3% to 4.3% in September 2026.

How are Red Wing’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Red Wing’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.

  • red wing

Do you work for Red Wing? 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

Where does Red Wing compete?

Red Wing is ranked in six competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Boot brands5th of 114.3%Shown above
Dress boots brands5th of 114.5%Show ranking
Steel toe boot brands4th of 910%Show ranking
Safety boots2nd of 1016.7%Show ranking
Farm boots brands2nd of 824.2%Show ranking
Work boot brands2nd of 824.6%Show ranking
Creator with pink hair and a pink jacket

Is Red Wing 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