--- title: "Smartwool: search popularity and Share of Search worldwide" description: "Smartwool makes merino clothing sold in New Zealand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/global-en/brands/smartwool" publisher: "Brandwave" --- # Smartwool: search popularity and Share of Search worldwide Smartwool makes merino clothing sold in New Zealand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: Smartwool - **Market**: Global - **Measured month**: Aug 2026 - **Share of Search among sock brands**: 10.4% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Sock brands | 2 | 10.4% | 90.5K | | Running socks | 1 | 45.8% | 90.5K | | Hiking socks | 1 | 54.3% | 90.5K | | Merino clothing brands | 1 | 58.8% | 90.5K | - [Sock brands](/demand/global-en/categories/sock-brands) - [Running socks](/demand/global-en/categories/running-socks) - [Hiking socks](/demand/global-en/categories/hiking-socks) - [Merino clothing brands](/demand/global-en/categories/merino-clothing-brands) ## How has branded search demand for Smartwool changed worldwide over the last 12 months? - 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. - Across the 11 months ending August 2026, Smartwool’s estimated Share of Search among running socks worldwide decreased from 60.6% to 45.8%. - Across the 11 months ending August 2026, Smartwool’s estimated Share of Search among running socks worldwide peaked at 69.6% in December 2025 and was lowest at 40.8% in April 2026. - Across the 11 months ending August 2026, Smartwool’s estimated Share of Search among hiking socks worldwide decreased from 61.5% to 54.3%. - Across the 11 months ending August 2026, Smartwool’s estimated Share of Search among hiking socks worldwide peaked at 64.5% in December 2025 and was lowest at 48.4% in April 2026. - Across the 11 months ending August 2026, Smartwool’s estimated Share of Search among merino clothing brands worldwide decreased from 66.9% to 58.8%. - Across the 11 months ending August 2026, Smartwool’s estimated Share of Search among merino clothing brands worldwide peaked at 77.1% in December 2025 and was lowest at 58.1% in May 2026. ## How did search popularity change for sock brands worldwide in August 2026? - 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 did search popularity change for running socks worldwide in August 2026? - In August 2026, Smartwool gained estimated Share of Search among running socks worldwide, from 41.6% to 45.8%. - In August 2026, Injinji gained estimated Share of Search among running socks worldwide, from 8.3% to 9.2%. - In August 2026, Feetures lost estimated Share of Search among running socks worldwide, from 34% to 30.6%. - In August 2026, Balega lost estimated Share of Search among running socks worldwide, from 15.2% to 13.7%. ## How did search popularity change for hiking socks worldwide in August 2026? - In August 2026, Smartwool gained estimated Share of Search among hiking socks worldwide, from 49.7% to 54.3%. - In August 2026, Darn Tough lost estimated Share of Search among hiking socks worldwide, from 33.2% to 29.7%. - In August 2026, Icebreaker lost estimated Share of Search among hiking socks worldwide, from 5.4% to 4.9%. - In August 2026, Wigwam rose from 6th to 5th among hiking socks worldwide. - In August 2026, Bridgedale fell from 5th to 6th among hiking socks worldwide. - Estimated monthly branded searches for Thorlos worldwide fell 18.5% over 11 measured months, from 8.1K to 6.6K in August 2026. ## How did search popularity change for merino clothing brands worldwide in August 2026? - In August 2026, Smartwool gained estimated Share of Search among merino clothing brands worldwide, from 58.1% to 58.8%. - In August 2026, Icebreaker lost estimated Share of Search among merino clothing brands worldwide, from 6.4% to 5.3%. - Estimated monthly branded searches for Merino Country worldwide rose 100% over 11 measured months, from 20 to 40 in August 2026. - Estimated monthly branded searches for Mons Royale worldwide rose 22.1% over 11 measured months, from 27.1K to 33.1K in August 2026. - Estimated monthly branded searches for Devold worldwide fell 32.9% over 11 measured months, from 33.1K to 22.2K in August 2026. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Sock brands | 135K | 11.5% | 3 | | Nov 2025 | Sock brands | 246K | 12.7% | 3 | | Dec 2025 | Sock brands | 301K | 14.5% | 3 | | Jan 2026 | Sock brands | 201K | 16.3% | 2 | | Feb 2026 | Sock brands | 135K | 14% | 2 | | Mar 2026 | Sock brands | 90.5K | 8.4% | 3 | | Apr 2026 | Sock brands | 74K | 8.3% | 3 | | May 2026 | Sock brands | 74K | 8.3% | 3 | | Jun 2026 | Sock brands | 74K | 8.5% | 3 | | Jul 2026 | Sock brands | 74K | 8.6% | 2 | | Aug 2026 | Sock brands | 90.5K | 10.4% | 2 | | Sep 2026 | Sock brands | — | — | — | | Oct 2025 | Running socks | 135K | 60.6% | 1 | | Nov 2025 | Running socks | 246K | 62% | 1 | | Dec 2025 | Running socks | 301K | 69.6% | 1 | | Jan 2026 | Running socks | 201K | 69.5% | 1 | | Feb 2026 | Running socks | 135K | 63.9% | 1 | | Mar 2026 | Running socks | 90.5K | 49.3% | 1 | | Apr 2026 | Running socks | 74K | 40.8% | 1 | | May 2026 | Running socks | 74K | 40.8% | 1 | | Jun 2026 | Running socks | 74K | 40.9% | 1 | | Jul 2026 | Running socks | 74K | 41.6% | 1 | | Aug 2026 | Running socks | 90.5K | 45.8% | 1 | | Sep 2026 | Running socks | — | — | — | | Oct 2025 | Hiking socks | 135K | 61.5% | 1 | | Nov 2025 | Hiking socks | 246K | 60.1% | 1 | | Dec 2025 | Hiking socks | 301K | 64.5% | 1 | | Jan 2026 | Hiking socks | 201K | 63.8% | 1 | | Feb 2026 | Hiking socks | 135K | 62.9% | 1 | | Mar 2026 | Hiking socks | 90.5K | 53.4% | 1 | | Apr 2026 | Hiking socks | 74K | 48.4% | 1 | | May 2026 | Hiking socks | 74K | 48.4% | 1 | | Jun 2026 | Hiking socks | 74K | 48.8% | 1 | | Jul 2026 | Hiking socks | 74K | 49.7% | 1 | | Aug 2026 | Hiking socks | 90.5K | 54.3% | 1 | | Sep 2026 | Hiking socks | — | — | — | | Oct 2025 | Merino clothing brands | 135K | 66.9% | 1 | | Nov 2025 | Merino clothing brands | 246K | 70.7% | 1 | | Dec 2025 | Merino clothing brands | 301K | 77.1% | 1 | | Jan 2026 | Merino clothing brands | 201K | 69.5% | 1 | | Feb 2026 | Merino clothing brands | 135K | 67.3% | 1 | | Mar 2026 | Merino clothing brands | 90.5K | 59.4% | 1 | | Apr 2026 | Merino clothing brands | 74K | 58.1% | 1 | | May 2026 | Merino clothing brands | 74K | 58.1% | 1 | | Jun 2026 | Merino clothing brands | 74K | 59.7% | 1 | | Jul 2026 | Merino clothing brands | 74K | 58.1% | 1 | | Aug 2026 | Merino clothing brands | 90.5K | 58.8% | 1 | | Sep 2026 | Merino clothing brands | — | — | — | ## 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. - “smartwool” ## Which sock brands compete with Smartwool? - [Bombas](/demand/global-en/brands/bombas): Head-to-head: /demand/global-en/compare/bombas-vs-smartwool - [Happy Socks](/demand/global-en/brands/happy-socks): Head-to-head: /demand/global-en/compare/happy-socks-vs-smartwool - [Darn Tough](/demand/global-en/brands/darn-tough): Head-to-head: /demand/global-en/compare/darn-tough-vs-smartwool - [Stance](/demand/global-en/brands/stance): Head-to-head: /demand/global-en/compare/smartwool-vs-stance ## Methodology - [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Cite this page Brandwave. "Smartwool: search popularity and Share of Search worldwide". https://gobrandwave.com/demand/global-en/brands/smartwool This page is also available as HTML at https://gobrandwave.com/demand/global-en/brands/smartwool. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.