Brandwave

How popular isSmartwool in search?

In September 2026, there were an estimated 90.5K branded searches for Smartwool worldwide which is down 33% over the last 12 months. Smartwool holds 86% estimated Share of Search among walking socks brands worldwide and is ranked 1st of 3 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Smartwool86%
  2. Thorlos7.7%
  3. Bridgedale6.3%
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Which walking socks brands compete with Smartwool?

Smartwool against walking socks brands worldwide, by month

Share of Search by month for Smartwool, Thorlos, Bridgedale. The figures are in the table below the chart.

View monthly share of search table
MonthSmartwoolThorlosBridgedale
Oct 202589.3%5.4%5.4%
Nov 202590.1%4.4%5.4%
Dec 202591.8%3.7%4.5%
Jan 202691%4.5%4.5%
Feb 202690.2%5.4%4.4%
Mar 202686%7.7%6.3%
Apr 202683.4%9.1%7.4%
May 202683.4%9.1%7.4%
Jun 202684.6%9.3%6.2%
Jul 202686%7.7%6.3%
Aug 202688.3%6.4%5.3%
Sep 202686%7.7%6.3%

  1. 1.Smartwool

    86%

    Held 1st. 90.5K estimated branded searches, 0% vs prior month. Share -2.3 points.

  2. 2.Thorlos

    7.7%

    Held 2nd. 8.1K estimated branded searches, +22.7% vs prior month. Share +1.3 points.

  3. 3.Bridgedale

    6.3%

    Held 3rd. 6.6K estimated branded searches, +22.2% vs prior month. Share +1 points.

Compare search popularity between Smartwool and its closest rivals

Every comparison with Smartwool

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

  • 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 estimated Share of Search among walking socks brands worldwide decreased from 89.3% to 86%.
  • Across the 12 months ending September 2026, Smartwool’s estimated Share of Search among walking socks brands worldwide peaked at 91.8% in December 2025 and was lowest at 83.4% in April 2026.

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

  1. In September 2026, Thorlos gained estimated Share of Search among walking socks brands worldwide, from 6.4% to 7.7%.

  2. In September 2026, Bridgedale gained estimated Share of Search among walking socks brands worldwide, from 5.3% to 6.3%.

  3. In September 2026, Smartwool lost estimated Share of Search among walking socks brands worldwide, from 88.3% to 86%.

Where does Smartwool compete?

Smartwool 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 SearchRanking
Boxer brief brands4th of 42.4%Show ranking
Sock brands3rd of 59.4%Show ranking
Running socks1st of 637.9%Show ranking
Hiking socks1st of 650.4%Show ranking
Merino clothing brands1st of 555.1%Show ranking
Walking socks brands1st of 386%Shown above

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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How the Brand Demand Index is measured

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