How popular isUltimate Direction in search?
In September 2026, there were an estimated 4.4K branded searches for Ultimate Direction worldwide which is down 18.5% over the last 12 months. Ultimate Direction holds 3.6% estimated Share of Search among race belt brands worldwide and is ranked 3rd of 3 competitors for search popularity. These are worldwide searches for English-language branded terms.
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Which race belt brands compete with Ultimate Direction?
Share of Search by month for 2XU, Salomon, Ultimate Direction. The figures are in the table below the chart.
View monthly share of search table
| Month | 2XU | Salomon | Ultimate Direction |
|---|---|---|---|
| Oct 2025 | 76.6% | 18.8% | 4.6% |
| Nov 2025 | 83% | 13.7% | 3.3% |
| Dec 2025 | 77.3% | 19% | 3.8% |
| Jan 2026 | 73.6% | 22% | 4.4% |
| Feb 2026 | 72.8% | 21.9% | 5.3% |
| Mar 2026 | 73.6% | 22% | 4.4% |
| Apr 2026 | 73.6% | 22% | 4.4% |
| May 2026 | 76.5% | 18.9% | 4.6% |
| Jun 2026 | 73.6% | 22% | 4.4% |
| Jul 2026 | 73.6% | 22% | 4.4% |
| Aug 2026 | 70.2% | 25.7% | 4.2% |
| Sep 2026 | 74.2% | 22.2% | 3.6% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 74.2% | 90.5K | 0% | +4 points | |
| 2, held 2nd | 22.2% | 27.1K | -18.1% | -3.4 points | |
| 3, held 3rd | 3.6% | 4.4K | -18.5% | -0.6 points |
Compare search popularity between Ultimate Direction and its closest rivals
Every comparison with Ultimate Direction
9 comparisons
How has branded search demand for Ultimate Direction changed worldwide over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Ultimate Direction worldwide fell from 5.4K to 4.4K.
- Across the 12 months ending September 2026, Ultimate Direction’s estimated Share of Search among race belt brands worldwide decreased from 4.6% to 3.6%.
- Across the 12 months ending September 2026, Ultimate Direction’s estimated Share of Search among race belt brands worldwide peaked at 5.3% in February 2026 and was lowest at 3.3% in November 2025.
How did search popularity change for race belt brands worldwide in September 2026?
3 changes
In September 2026, 2XU gained estimated Share of Search among race belt brands worldwide, from 70.2% to 74.2%.
In September 2026, Salomon lost estimated Share of Search among race belt brands worldwide, from 25.7% to 22.2%.
In September 2026, Ultimate Direction lost estimated Share of Search among race belt brands worldwide, from 4.2% to 3.6%.
Where does Ultimate Direction compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Hydration vests | 5th of 6 | 1.7% | Show ranking |
| Race belt brands | 3rd of 3 | 3.6% | Shown above |
| Running belts | 6th of 6 | 3.9% | Show ranking |
How is Ultimate Direction measured?
Brandwave collects information about searches that people make online using Ultimate Direction’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
- ultimate direction
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Is Ultimate Direction your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.