How popular isSmartwool in search?
In August 2026, there were an estimated 90.5K branded searches for Smartwool worldwide which is down 33% over the last 11 months. Smartwool holds 10.4% estimated Share of Search among sock brands worldwide and is ranked 2nd of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.
- Bombas77%
Smartwool10.4%
Happy Socks6.9%
Darn Tough5.7%
Stance<0.01%
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Where does Smartwool compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Sock brands | 2nd of 5 | 10.4% | Shown below |
| Hiking socks | 1st of 6 | 54.3% | Show ranking |
| Merino clothing brands | 1st of 5 | 58.8% | Show ranking |
Which sock brands compete with Smartwool?
Share of Search by month for Bombas, Smartwool, Happy Socks, Darn Tough. The figures are in the table below the chart.
View monthly share of search table
| Month | Bombas | Smartwool | Happy Socks | Darn Tough | Stance |
|---|---|---|---|---|---|
| Oct 2025 | 70.2% | 11.5% | 14.1% | 4.2% | <0.01% |
| Nov 2025 | 62.8% | 12.7% | 18.9% | 5.7% | <0.01% |
| Dec 2025 | 58.6% | 14.5% | 21.6% | 5.3% | <0.01% |
| Jan 2026 | 66.7% | 16.3% | 10.9% | 6% | <0.01% |
| Feb 2026 | 69.6% | 14% | 11.4% | 5.1% | <0.01% |
| Mar 2026 | 76.7% | 8.4% | 10.3% | 4.6% | <0.01% |
| Apr 2026 | 75.9% | 8.3% | 10.2% | 5.6% | <0.01% |
| May 2026 | 75.9% | 8.3% | 10.2% | 5.6% | <0.01% |
| Jun 2026 | 77.3% | 8.5% | 8.5% | 5.7% | <0.01% |
| Jul 2026 | 78.5% | 8.6% | 7.1% | 5.8% | <0.01% |
| Aug 2026 | 77% | 10.4% | 6.9% | 5.7% | <0.01% |
| Sep 2026 | — | — | — | — | — |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 77% | 673K | 0% | -1.5 points | |
| 2, held 2nd | 10.4% | 90.5K | +22.3% | +1.7 points | |
| 3, held 3rd | 6.9% | 60.5K | 0% | -0.1 points | |
| 4, held 4th | 5.7% | 49.5K | 0% | -0.1 points | |
| 5, held 5th | <0.01% | 20 | 0% | 0 points |
1.Bombas
77%
Held 1st. 673K estimated branded searches, 0% vs prior month. Share -1.5 points.
10.4%
Held 2nd. 90.5K estimated branded searches, +22.3% vs prior month. Share +1.7 points.
6.9%
Held 3rd. 60.5K estimated branded searches, 0% vs prior month. Share -0.1 points.
5.7%
Held 4th. 49.5K estimated branded searches, 0% vs prior month. Share -0.1 points.
5.
Stance<0.01%
Held 5th. 20 estimated branded searches, 0% vs prior month. Share 0 points.
Compare search popularity between Smartwool and its closest rivals
How has branded search demand for Smartwool changed worldwide over the last 12 months?
4 findings
- Across the 11 months ending August 2026, estimated monthly branded searches for Smartwool worldwide fell from 135K to 90.5K.
- Across the 11 months ending August 2026, Smartwool’s estimated Share of Search among sock brands worldwide decreased from 11.5% to 10.4%.
- Across the 11 months ending August 2026, Smartwool’s estimated Share of Search among sock brands worldwide peaked at 16.3% in January 2026 and was lowest at 8.3% in April 2026.
- Across the 11 months ending August 2026, Smartwool rose from 3rd to 2nd among sock brands worldwide.
How did search popularity change for sock brands worldwide in August 2026?
3 changes
In August 2026, Smartwool gained estimated Share of Search among sock brands worldwide, from 8.6% to 10.4%.
In August 2026, Bombas lost estimated Share of Search among sock brands worldwide, from 78.5% to 77%.
Happy Socks’ estimated Share of Search among sock brands worldwide has lost ground for 3 months in a row, from 10.2% to 6.9% in August 2026.
How is Smartwool measured?
Brandwave collects information about searches that people make online using Smartwool’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
- smartwool
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