Brandwave

How popular isThe North Face?

In September 2026, people searched for The North Face by name about 4.1 million times worldwide, a 39.3% decrease from the previous year. These searches made up 79.3% of all global camping tent brand searches, placing The North Face first out of nine brands. When we asked both ChatGPT and Google AI Overviews about camping tent brands, The North Face appeared in all answers and was the second most recommended of the nine.

Search and AI answers in September 2026

The North Face is the most searched of 9 competitors and the second most recommended in AI answers.

  1. The North FaceShare of searches 79.3%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  2. KathmanduShare of searches 10.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. ColemanShare of searches 4.7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th
  4. MacpacShare of searches 2.6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. REI Co-opShare of searches 1.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st

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Top camping tent brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, The North Face appeared in all five answers. The North Face is the second most recommended of the nine.

Most recommended by AI

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

  1. REI Co-op1st
  2. The North Face2nd
  3. Big Agnes3rd
  4. Coleman4th
  5. Nemo5th
  6. MSR6th
  7. Hilleberg7th
  8. Kathmandu–
  9. Macpac–

Mentioned by AI

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

  • The North Face5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Coleman4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • REI Co-op3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Big Agnes3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Nemo3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Hilleberg2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • MSR1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Kathmandu0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Macpac0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about camping tent 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 20, 2026.

Which camping tent brands compete with The North Face?

The North Face against camping tent brands worldwide, by month

Share of searches by month for The North Face, Kathmandu, Coleman, Macpac. The figures are in the table below the chart.

View monthly share of searches table
MonthThe North FaceKathmanduColemanMacpacREI Co-opBig AgnesHillebergNemoMSR
Oct 202584.6%8.5%3.5%1.7%0.93%0.34%0.15%0.13%0.07%
Nov 202588.3%6.5%2.2%1.6%0.87%0.22%0.12%0.08%0.04%
Dec 202586.2%7.8%2.6%1.9%1%0.21%0.11%0.09%0.05%
Jan 202685.4%7.7%3.3%1.9%1%0.31%0.17%0.11%0.06%
Feb 202682.7%9.1%3.8%2.2%1.2%0.45%0.2%0.16%0.07%
Mar 202672.4%15.9%5.5%3.2%1.8%0.64%0.29%0.23%0.1%
Apr 202665.2%19.7%6.9%4.8%1.8%0.79%0.35%0.29%0.13%
May 202669.1%17.1%6.2%4.2%1.9%0.84%0.31%0.31%0.14%
Jun 202661.6%22.6%7%5.6%1.7%0.75%0.34%0.34%0.12%
Jul 202669.1%17.1%6.4%4.2%1.5%0.84%0.38%0.31%0.14%
Aug 202671.4%16.1%6%3.2%1.8%0.79%0.35%0.29%0.13%
Sep 202679.3%10.7%4.7%2.6%1.4%0.53%0.29%0.24%0.11%

  1. 1.The North Face

    79.3%

    Held 1st. 4.1M estimated branded searches, +11.2% vs prior month. Share +8 points.

  2. 2.Kathmandu

    10.7%

    Held 2nd. 550K estimated branded searches, -33.2% vs prior month. Share -5.3 points.

  3. 3.Coleman

    4.7%

    Held 3rd. 241K estimated branded searches, -21.8% vs prior month. Share -1.3 points.

  4. 4.Macpac

    2.6%

    Held 4th. 135K estimated branded searches, -18.2% vs prior month. Share -0.6 points.

  5. 5.REI Co-op

    1.4%

    Held 5th. 74K estimated branded searches, -18.2% vs prior month. Share -0.3 points.

  6. 6.Big Agnes

    0.53%

    Held 6th. 27.1K estimated branded searches, -33.1% vs prior month. Share -0.3 points.

  7. 7.Hilleberg

    0.29%

    Held 7th. 14.8K estimated branded searches, -18.2% vs prior month. Share -0.1 points.

  8. 8.Nemo

    0.24%

    Held 8th. 12.1K estimated branded searches, -18.2% vs prior month. Share -0.1 points.

  9. 9.MSR

    0.11%

    Held 9th. 5.4K estimated branded searches, -18.2% vs prior month. Share 0 points.

Compare popularity between The North Face and its closest rivals

Every comparison with The North Face

51 comparisons

How has branded search demand for The North Face changed worldwide over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for The North Face worldwide fell from 6.7M to 4.1M.
  • Across the 12 months ending September 2026, The North Face’s share of searches among camping tent brands worldwide decreased from 84.6% to 79.3%.
  • Across the 12 months ending September 2026, The North Face’s share of searches among camping tent brands worldwide peaked at 88.3% in November 2025 and was lowest at 61.6% in June 2026.

How did search popularity change for camping tent brands worldwide in September 2026?

6 changes

  1. In September 2026, The North Face gained share of searches among camping tent brands worldwide, from 71.4% to 79.3%.

  2. In September 2026, Kathmandu lost share of searches among camping tent brands worldwide, from 16.1% to 10.7%.

  3. In September 2026, Coleman lost share of searches among camping tent brands worldwide, from 6% to 4.7%.

  4. In September 2026, Macpac lost share of searches among camping tent brands worldwide, from 3.2% to 2.6%.

  5. Estimated monthly branded searches for Hilleberg worldwide rose 22.3% over 12 measured months, from 12.1K to 14.8K in September 2026.

  6. Estimated monthly branded searches for Nemo worldwide rose 22.2% over 12 measured months, from 9.9K to 12.1K in September 2026.

How are The North Face’s branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using The North Face’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.

  • north face
  • the north face
  • thenorthface

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How the Brand Demand Index is measured

Where does The North Face compete?

The North Face is ranked in 13 competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
School bags2nd of 812.3%Show ranking
Puffer jacket brands2nd of 915.8%Show ranking
Hoodies2nd of 819.7%Show ranking
Coats2nd of 1123.3%Show ranking
Waterproof jacket brands1st of 934%Show ranking
Jackets1st of 635.3%Show ranking
Outdoor clothing brands1st of 1136.9%Show ranking
Snow pants brands1st of 938.3%Show ranking
Ski jackets1st of 940%Show ranking
Fleece brands1st of 541.3%Show ranking
Rain jacket brands1st of 641.5%Show ranking
Backpack brands1st of 1165.9%Show ranking
Camping tent brands1st of 979.3%Shown above
Creator with pink hair and a pink jacket

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