Brandwave

How popular isSpecialized?

In September 2026, people searched for Specialized by name about 601,000 times worldwide, a 15.3% increase from the previous year. These searches made up 0.01% of all global road shoes brand searches, placing Specialized fifth out of five brands. When we asked both ChatGPT and Google AI Overviews about road shoes brands, Specialized appeared in one of the four answers and was the fifth most recommended of the five.

Search and AI answers in September 2026

Specialized is the fifth most searched of 5 competitors and the fifth most recommended in AI answers.

  1. ASICSShare of searches 70%Mentioned in 2 of 4 AI answersPlace in AI recommendations 1st
  2. HOKAShare of searches 25.6%Mentioned in 2 of 4 AI answersPlace in AI recommendations 2nd
  3. ShimanoShare of searches 4.2%Mentioned in 2 of 4 AI answersPlace in AI recommendations 4th
  4. SidiShare of searches 0.14%Mentioned in 1 of 4 AI answersPlace in AI recommendations 2nd
  5. SpecializedShare of searches 0.01%Mentioned in 1 of 4 AI answersPlace in AI recommendations 5th
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Top road shoes brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Specialized was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Specialized is the fifth most recommended of the five.

Most recommended by AI

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

  1. ASICS1st
  2. HOKA2nd
  3. Sidi2nd
  4. Shimano4th
  5. Specialized5th

Mentioned by AI

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

  • ASICS2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • HOKA2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Shimano2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Sidi1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Specialized1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about road shoes brands

4 answers

  • Asked ChatGPT

    “Which road shoes brand should I buy?”

    1. 1ASICS
    2. 2HOKA

  • Asked ChatGPT

    “What are the best road shoes brands?”

    1. 1ASICS
    2. 2HOKA

  • Asked ChatGPT

    “What's the best road shoes brand for road cycling?”

    1. 1Sidi
    2. 2Shimano
    3. 3Specialized

  • Searched Google, AI Overview

    “cycling road shoes”

    1. 1Shimano

  • Searched Google, AI Overview

    “road bike shoes”

    Google showed no AI Overview for this search.

Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.

Which road shoes brands compete with Specialized?

Specialized against road shoes brands worldwide, by month

Share of searches by month for ASICS, HOKA, Shimano, Specialized. The figures are in the table below the chart.

View monthly share of searches table
MonthASICSHOKAShimanoSidiSpecialized
Oct 202566.2%29.7%4%0.12%<0.01%
Nov 202566.7%29.9%3.3%0.12%<0.01%
Dec 202566.7%29.9%3.3%0.11%<0.01%
Jan 202670.6%25.8%3.5%0.12%0.01%
Feb 202666.2%29.7%4%0.14%0.01%
Mar 202666.2%29.6%4%0.14%0.01%
Apr 202665.6%29.4%4.8%0.14%0.01%
May 202665.6%29.4%4.8%0.16%0.01%
Jun 202666.2%29.6%4%0.14%0.01%
Jul 202670%25.6%4.2%0.16%0.01%
Aug 202670.5%25.8%3.5%0.13%0.01%
Sep 202670%25.6%4.2%0.14%0.01%

  1. 1.ASICS

    70%

    Held 1st. 6.1M estimated branded searches, -18.2% vs prior month. Share -0.5 points.

  2. 2.HOKA

    25.6%

    Held 2nd. 2.2M estimated branded searches, -18.2% vs prior month. Share -0.2 points.

  3. 3.Shimano

    4.2%

    Held 3rd. 368K estimated branded searches, 0% vs prior month. Share +0.7 points.

  4. 4.Sidi

    0.14%

    Held 4th. 12.6K estimated branded searches, -10.6% vs prior month. Share 0 points.

  5. 5.Specialized

    0.01%

    Held 5th. 1K estimated branded searches, -23.1% vs prior month. Share 0 points.

Compare popularity between Specialized and its closest rivals

Every comparison with Specialized

57 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Specialized worldwide rose from 522K to 601K.
  • Across the 12 months ending September 2026, Specialized’s share of searches among road shoes brands worldwide held steady, from <0.01% to 0.01%.

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

5 changes

  1. In September 2026, Shimano gained share of searches among road shoes brands worldwide, from 3.5% to 4.2%.

  2. In September 2026, ASICS lost share of searches among road shoes brands worldwide, from 70.5% to 70%.

  3. Estimated monthly branded searches for Specialized worldwide rose 13.6% over 12 measured months, from 880 to 1K in September 2026.

  4. Estimated monthly branded searches for Sidi worldwide rose 10.5% over 12 measured months, from 11.4K to 12.6K in September 2026.

  5. Estimated monthly branded searches for HOKA worldwide fell 18.2% over 12 measured months, from 2.7M to 2.2M in September 2026.

How are Specialized’s branded searches counted?

14 search terms

Brandwave collects information about searches that people make online using Specialized’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • specialized bib shorts
  • specialized bicycle
  • specialized bike
  • specialized bikes rockhopper
  • specialized cycling
  • specialized ebike
  • specialized gravel shoes
  • specialized helmet
  • specialized mountain bike
  • specialized mtb gloves
  • specialized mtb shoes
  • specialized road shoes
  • specialized saddle
  • specialized stumpjumper

Do you work for Specialized? 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 Specialized compete?

Specialized is ranked in 18 competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Road shoes brands5th of 50.01%Shown above
MTB shoes brands6th of 60.04%Show ranking
Bicycle brands4th of 812.8%Show ranking
Downhill bike brands6th of 71.2%Show ranking
Bike brands3rd of 618.4%Show ranking
Electric mountain bike brands3rd of 715.4%Show ranking
Gravel bike brands2nd of 722.2%Show ranking
Electric bike brands8th of 123.7%Show ranking
Mountain bike brands5th of 76.1%Show ranking
Cycling shoe brands2nd of 733.8%Show ranking
Cycling gloves1st of 756.2%Show ranking
Bib shorts brands1st of 829.1%Show ranking
Bike saddle brands1st of 844.8%Show ranking
Bike helmet brands1st of 737.5%Show ranking
Gravel shoes brands5th of 60.23%Show ranking
MTB gloves brands1st of 849%Show ranking
Kids helmets5th of 85.3%Show ranking
Cycling helmet brands5th of 56.3%Show ranking
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