Brandwave

How popular isSmartwool?

In September 2026, people searched for Smartwool by name about 90,500 times worldwide, a 33% decrease from the previous year. These searches made up 9.3% of all global merino wool sock brand searches, placing Smartwool third out of seven brands. When we asked both ChatGPT and Google AI Overviews about merino wool sock brands, Smartwool appeared in all answers and was the second most recommended of the seven.

Search and AI answers in September 2026

Smartwool is the third most searched of 7 competitors and the second most recommended in AI answers.

  1. BombasShare of searches 68.8%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. First LiteShare of searches 9.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. SmartwoolShare of searches 9.3%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  4. Darn ToughShare of searches 5.1%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  5. FeeturesShare of searches 5.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

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Top merino wool sock brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Smartwool appeared in all five answers. Smartwool is the second most recommended of the seven.

Most recommended by AI

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

  1. Darn Tough1st
  2. Smartwool2nd
  3. Icebreaker3rd
  4. Wigwam4th
  5. Bombas–
  6. First Lite–
  7. Feetures–

Mentioned by AI

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

  • Smartwool5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Darn Tough5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Icebreaker3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Wigwam1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bombas0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • First Lite0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Feetures0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about merino wool sock brands

5 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 21, 2026.

Which merino wool sock brands compete with Smartwool?

Smartwool against merino wool sock brands worldwide, by month

Share of searches by month for Bombas, First Lite, Smartwool, Darn Tough, Feetures. The figures are in the table below the chart.

View monthly share of searches table
MonthBombasFirst LiteSmartwoolDarn ToughFeeturesIcebreakerWigwam
Oct 202567.1%11%11%4%4%1.8%0.99%
Nov 202563.6%10.5%12.8%5.7%4.7%1.7%0.94%
Dec 202565.2%5.9%16.1%5.9%4%1.8%1.2%
Jan 202665.1%4.8%15.9%5.9%3.9%3.2%1.2%
Feb 202668.7%5.1%13.8%5.1%4.1%2.3%1%
Mar 202676.3%3.8%8.4%4.6%4.6%1.7%0.75%
Apr 202673%4.4%8%5.4%6.6%2%0.72%
May 202672.3%5.3%7.9%5.3%6.5%1.9%0.71%
Jun 202673%4.4%8%5.4%6.6%2%0.72%
Jul 202672.4%5.3%8%5.3%6.5%1.9%0.58%
Aug 202666.8%10.9%9%4.9%6%1.8%0.65%
Sep 202668.8%9.3%9.3%5.1%5.1%1.9%0.68%

  1. 1.Bombas

    68.8%

    Held 1st. 673K estimated branded searches, 0% vs prior month. Share +2.1 points.

  2. 2.First Lite

    9.3%

    Held 2nd. 90.5K estimated branded searches, -17.7% vs prior month. Share -1.7 points.

  3. 3.Smartwool

    9.3%

    Held 3rd. 90.5K estimated branded searches, 0% vs prior month. Share +0.3 points.

  4. 4.Darn Tough

    5.1%

    Moved from 5th to 4th. 49.5K estimated branded searches, 0% vs prior month. Share +0.2 points.

  5. 5.Feetures

    5.1%

    Moved from 4th to 5th. 49.5K estimated branded searches, -18.2% vs prior month. Share -0.9 points.

  6. 6.Icebreaker

    1.9%

    Held 6th. 18.1K estimated branded searches, 0% vs prior month. Share +0.1 points.

  7. 7.Wigwam

    0.68%

    Held 7th. 6.6K estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Smartwool and its closest rivals

Every comparison with Smartwool

33 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Smartwool worldwide fell from 135K to 90.5K.
  • Across the 12 months ending September 2026, Smartwool’s share of searches among merino wool sock brands worldwide decreased from 11% to 9.3%.
  • Across the 12 months ending September 2026, Smartwool’s share of searches among merino wool sock brands worldwide peaked at 16.1% in December 2025 and was lowest at 7.9% in May 2026.

How did search popularity change for merino wool sock brands worldwide in September 2026?

6 changes

  1. In September 2026, Bombas gained share of searches among merino wool sock brands worldwide, from 66.8% to 68.8%.

  2. In September 2026, First Lite lost share of searches among merino wool sock brands worldwide, from 10.9% to 9.3%.

  3. In September 2026, Feetures lost share of searches among merino wool sock brands worldwide, from 6% to 5.1%.

  4. In September 2026, Darn Tough rose from 5th to 4th among merino wool sock brands worldwide.

  5. Estimated monthly branded searches for Wigwam worldwide fell 45.5% over 12 measured months, from 12.1K to 6.6K in September 2026.

  6. Estimated monthly branded searches for Smartwool worldwide fell 33% over 12 measured months, from 135K to 90.5K in September 2026.

How are Smartwool’s branded searches counted?

1 search term

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

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How the Brand Demand Index is measured

Where does Smartwool compete?

Smartwool is ranked in eight competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Boxer brief brands5th of 80.52%Show ranking
Base layer brands6th of 82.3%Show ranking
Sock brands3rd of 68.9%Show ranking
Merino wool sock brands3rd of 79.3%Shown above
Running socks1st of 830.3%Show ranking
Walking socks brands1st of 647.2%Show ranking
Merino clothing brands1st of 848.9%Show ranking
Hiking socks1st of 650.4%Show ranking
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