Brandwave

Base Layer brands:Which are searched most?

In September 2026, Adidas was the most searched among base Layer brands worldwide, with an estimated 21.8M branded searches and 91.3% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Adidas91.3%
  2. Ariat2.8%
  3. Carhartt1.9%
  4. Burton1.7%
  5. Columbia1%
  6. Castelli0.46%
  7. FootJoy0.46%
  8. First Lite0.38%

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Share of SearchLeaderboard

Compare the base layer brands people buy. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

Share of Search among base Layer brands worldwide, by month

Share of Search by month for Adidas, Ariat. The figures are in the table below the chart.

View monthly share of search table
MonthAdidasAriatCarharttBurtonColumbiaCastelliFootJoyFirst Lite
Oct 202589.5%2.6%3.2%1.9%1.4%0.52%0.42%0.52%
Nov 202587.9%2.7%4%2.1%2%0.36%0.36%0.54%
Dec 202585.8%3.1%4.7%3.2%2.2%0.34%0.34%0.34%
Jan 202686.9%2.7%3.2%4.1%1.8%0.53%0.43%0.24%
Feb 202689.9%2.3%1.9%3.5%1.2%0.56%0.45%0.2%
Mar 202693.2%2.3%1%1.7%0.75%0.46%0.46%0.14%
Apr 202693%2.7%0.81%1.2%0.81%0.67%0.67%0.16%
May 202694.2%2.4%0.58%0.87%0.65%0.58%0.58%0.18%
Jun 202694.2%2.5%0.62%0.91%0.64%0.5%0.5%0.15%
Jul 202694.7%2%0.6%0.92%0.62%0.49%0.49%0.18%
Aug 202693.2%2.4%0.87%1.3%0.74%0.58%0.48%0.39%
Sep 202691.3%2.8%1.9%1.7%1%0.46%0.46%0.38%

This month’s ranking, September 2026

  1. 1.Adidas

    91.3%

    Held 1st. 21.8M estimated branded searches, -17.5% vs prior month. Share -1.9 points.

  2. 2.Ariat

    2.8%

    Held 2nd. 673K estimated branded searches, 0% vs prior month. Share +0.4 points.

  3. 3.Carhartt

    1.9%

    Moved from 4th to 3rd. 450K estimated branded searches, +82.9% vs prior month. Share +1 points.

  4. 4.Burton

    1.7%

    Moved from 3rd to 4th. 397K estimated branded searches, +5.1% vs prior month. Share +0.3 points.

  5. 5.Columbia

    1%

    Held 5th. 246K estimated branded searches, +17% vs prior month. Share +0.3 points.

  6. 6.Castelli

    0.46%

    Held 6th. 110K estimated branded searches, -33.3% vs prior month. Share -0.1 points.

  7. 7.FootJoy

    0.46%

    Held 7th. 110K estimated branded searches, -18.5% vs prior month. Share 0 points.

  8. 8.First Lite

    0.38%

    Held 8th. 90.5K estimated branded searches, -17.7% vs prior month. Share 0 points.

Compare search popularity between leading brands

Which brand is most popular in search among base Layer brands worldwide?

In September 2026, Adidas was the most searched among base Layer brands worldwide, with an estimated 21.8M branded searches and 91.3% estimated Share of Search within this set. Ariat is in 2nd place, 88.5 percentage points behind at 2.8% Share of Search.

Global base Layer brands, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Adidas89.5% → 91.3%94.7%Jul 202685.8%Dec 20251st
Ariat2.6% → 2.8%3.1%Dec 20252%Jul 20263rd → 2nd
Carhartt3.2% → 1.9%4.7%Dec 20250.58%May 20262nd → 3rd
Burton1.9% → 1.7%4.1%Jan 20260.87%May 20264th
Columbia1.4% → 1%2.2%Dec 20250.62%Jul 20265th
Castelli0.52% → 0.46%0.67%Apr 20260.34%Dec 20256th
FootJoy0.42% → 0.46%0.67%Apr 20260.34%Dec 20258th → 7th
First Lite0.52% → 0.38%0.54%Nov 20250.14%Mar 20267th → 8th

Each finding as a sentence

  • Across the 12 months ending September 2026, Adidas’ estimated Share of Search among base Layer brands worldwide increased from 89.5% to 91.3%.
  • Across the 12 months ending September 2026, Carhartt’s estimated Share of Search among base Layer brands worldwide decreased from 3.2% to 1.9%.
  • Across the 12 months ending September 2026, Adidas’ estimated Share of Search among base Layer brands worldwide peaked at 94.7% in July 2026 and was lowest at 85.8% in December 2025.
  • Across the 12 months ending September 2026, Ariat’s estimated Share of Search among base Layer brands worldwide peaked at 3.1% in December 2025 and was lowest at 2% in July 2026.
  • Across the 12 months ending September 2026, Carhartt’s estimated Share of Search among base Layer brands worldwide peaked at 4.7% in December 2025 and was lowest at 0.58% in May 2026.
  • Across the 12 months ending September 2026, Burton’s estimated Share of Search among base Layer brands worldwide peaked at 4.1% in January 2026 and was lowest at 0.87% in May 2026.
  • Across the 12 months ending September 2026, Columbia’s estimated Share of Search among base Layer brands worldwide peaked at 2.2% in December 2025 and was lowest at 0.62% in July 2026.
  • Across the 12 months ending September 2026, Ariat rose from 3rd to 2nd among base Layer brands worldwide.
  • Across the 12 months ending September 2026, Carhartt fell from 2nd to 3rd among base Layer brands worldwide.
  • Across the 12 months ending September 2026, FootJoy rose from 8th to 7th among base Layer brands worldwide.
  • Across the 12 months ending September 2026, First Lite fell from 7th to 8th among base Layer brands worldwide.
  • Across the 12 months ending September 2026, Burton, Columbia and Castelli held steady: their estimated Share of Search among base Layer brands worldwide each moved less than 0.5 percentage points.

How did search popularity change for base Layer brands worldwide in September 2026?

  1. In September 2026, Carhartt overtook Burton to rank 3rd among base Layer brands worldwide, with 1.9% estimated Share of Search.

  2. In September 2026, Adidas lost estimated Share of Search among base Layer brands worldwide, from 93.2% to 91.3%.

  3. Burton’s estimated Share of Search among base Layer brands worldwide has gained ground for 3 months in a row, from 0.91% to 1.7% in September 2026.

  4. Estimated monthly branded searches for Columbia worldwide fell 33% over 12 measured months, from 366K to 246K in September 2026.

  5. Estimated monthly branded searches for First Lite worldwide fell 33% over 12 measured months, from 135K to 90.5K in September 2026.

  6. Estimated monthly branded searches for Castelli worldwide fell 18.5% over 12 measured months, from 135K to 110K in September 2026.

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