How popular isWolverine in search?
In September 2026, people searched for Wolverine by name about 72,600 times worldwide, a 38.3% decrease from the previous year. These searches made up 2.2% of all global safety boot searches, placing Wolverine sixth out of ten boots. These are worldwide searches for English-language branded terms.
Dr. Martens55.7%
Red Wing16.7%
Blundstone13.7%
Danner4.1%
Thorogood3.3%
Wolverine2.2%
Steel Blue1.8%
Timberland PRO1.8%
Caterpillar0.3%- KEEN Utility0.16%
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Which safety boots compete with Wolverine?
Share of searches by month for Dr. Martens, Red Wing, Blundstone, Danner, Thorogood, Wolverine. The figures are in the table below the chart.
View monthly share of searches table
| Month | Dr. Martens | Red Wing | Blundstone | Danner | Thorogood | Wolverine | Steel Blue | Timberland PRO | Caterpillar | KEEN Utility |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 45.1% | 30.2% | 13.6% | 3.3% | 2.7% | 2.4% | 1.2% | 1.2% | 0.16% | 0.11% |
| Nov 2025 | 46.2% | 25.3% | 16.9% | 4.2% | 2.8% | 2.2% | 1% | 1.2% | 0.14% | 0.09% |
| Dec 2025 | 47.5% | 26% | 14.3% | 4.3% | 2.9% | 2.6% | 1% | 1.3% | 0.11% | 0.09% |
| Jan 2026 | 43.2% | 35.3% | 10.6% | 3.2% | 2.6% | 2.2% | 1.2% | 1.4% | 0.16% | 0.13% |
| Feb 2026 | 47.1% | 25.9% | 11.6% | 4.2% | 4.2% | 2.8% | 1.9% | 1.9% | 0.25% | 0.14% |
| Mar 2026 | 33.4% | 49.8% | 6.7% | 2.4% | 2.4% | 1.9% | 1.6% | 1.3% | 0.22% | 0.12% |
| Apr 2026 | 42.3% | 34.7% | 8.5% | 3.8% | 3.8% | 2.5% | 2.1% | 1.7% | 0.28% | 0.23% |
| May 2026 | 52.8% | 19.5% | 10.6% | 3.9% | 4.8% | 3.1% | 2.6% | 2.1% | 0.35% | 0.23% |
| Jun 2026 | 48.6% | 21.9% | 9.8% | 5.3% | 5.3% | 3% | 2.9% | 2.4% | 0.39% | 0.26% |
| Jul 2026 | 54.5% | 20.1% | 9% | 4% | 4% | 2.8% | 2.7% | 2.2% | 0.36% | 0.24% |
| Aug 2026 | 55.9% | 16.8% | 11.2% | 4.1% | 4.1% | 2.8% | 2.3% | 2.3% | 0.37% | 0.2% |
| Sep 2026 | 55.7% | 16.7% | 13.7% | 4.1% | 3.3% | 2.2% | 1.8% | 1.8% | 0.3% | 0.16% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 55.7% | 1.8M | +22% | -0.2 points | |
| 2, held 2nd | 16.7% | 550K | +22.2% | 0 points | |
| 3, held 3rd | 13.7% | 450K | +49.5% | +2.5 points | |
| 4, held 4th | 4.1% | 135K | +22.7% | 0 points | |
| 5, held 5th | 3.3% | 110K | 0% | -0.8 points | |
| 6, held 6th | 2.2% | 72.6K | -3.6% | -0.6 points | |
| 7, held 7th | 1.8% | 60.5K | 0% | -0.4 points | |
| 8, held 8th | 1.8% | 60.5K | 0% | -0.4 points | |
| 9, held 9th | 0.3% | 9.9K | 0% | -0.1 points | |
| 10, held 10th | 0.16% | 5.4K | 0% | 0 points |
55.7%
Held 1st. 1.8M estimated branded searches, +22% vs prior month. Share -0.2 points.
2.
Red Wing16.7%
Held 2nd. 550K estimated branded searches, +22.2% vs prior month. Share 0 points.
13.7%
Held 3rd. 450K estimated branded searches, +49.5% vs prior month. Share +2.5 points.
4.
Danner4.1%
Held 4th. 135K estimated branded searches, +22.7% vs prior month. Share 0 points.
3.3%
Held 5th. 110K estimated branded searches, 0% vs prior month. Share -0.8 points.
2.2%
Held 6th. 72.6K estimated branded searches, -3.6% vs prior month. Share -0.6 points.
1.8%
Held 7th. 60.5K estimated branded searches, 0% vs prior month. Share -0.4 points.
1.8%
Held 8th. 60.5K estimated branded searches, 0% vs prior month. Share -0.4 points.
0.3%
Held 9th. 9.9K estimated branded searches, 0% vs prior month. Share -0.1 points.
10.KEEN Utility
0.16%
Held 10th. 5.4K estimated branded searches, 0% vs prior month. Share 0 points.
Compare search popularity between Wolverine and its closest rivals
Every comparison with Wolverine
13 comparisons
How has branded search demand for Wolverine changed worldwide over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Wolverine worldwide fell from 118K to 72.6K.
- Across the 12 months ending September 2026, Wolverine’s share of searches among safety boots worldwide peaked at 3.1% in May 2026 and was lowest at 1.9% in March 2026.
How did search popularity change for safety boots worldwide in September 2026?
6 changes
In September 2026, Blundstone gained share of searches among safety boots worldwide, from 11.2% to 13.7%.
In September 2026, Thorogood lost share of searches among safety boots worldwide, from 4.1% to 3.3%.
In September 2026, Wolverine lost share of searches among safety boots worldwide, from 2.8% to 2.2%.
Red Wing’s share of searches among safety boots worldwide has lost ground for 3 months in a row, from 21.9% to 16.7% in September 2026.
Steel Blue’s share of searches among safety boots worldwide has lost ground for 3 months in a row, from 2.9% to 1.8% in September 2026.
Estimated monthly branded searches for Caterpillar worldwide rose 22.2% over 12 measured months, from 8.1K to 9.9K in September 2026.
How are Wolverine’s branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Wolverine’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.
- wolverine boots
- wolverine work boots
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Where does Wolverine compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Steel toe boot brands | 6th of 9 | 1.3% | Show ranking |
| Safety boots | 6th of 10 | 2.2% | Shown above |
Is Wolverine 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.