Ariat vs UGG:Which is more popular?
In September 2026, UGG had more branded searches than Ariat among boot brands worldwide. UGG had about 6.1 million branded searches, while Ariat had 673,000. UGG made up 48.4% of all boot brand searches we track, and Ariat accounted for 5.3%. When we asked ChatGPT and Google AI Overviews about boot brands, Ariat appeared in two of the four answers and UGG in none.
Who do people search for more?
UGG, about 9 searches for every 1 for Ariat
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Top boot brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Ariat was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. UGG did not appear in any of the four answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Blundstone4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Red Wing3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Thursday Boot Company3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Ariat2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Danner2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Dr. Martens1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers- UGG0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Timberland0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Sorel0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Redback0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about boot brands
4 answers
Asked ChatGPT
“Which boot brand should I buy?”
Asked ChatGPT
“What are the best boot brands?”
Asked ChatGPT
“What's the best boot brand for everyday wear?”
Searched Google, AI Overview
“boots for work”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“comfortable boots”
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 19, 2026.
Is Ariat or UGG more popular in search?
This chart shows how often people search Google for Ariat and UGG by name. Each line represents a brand's share of searches for all 11 boot brands we track, month by month, from English-language searches worldwide.
Share of searches by month for UGG, Ariat. The figures are in the table below the chart.
View monthly share of searches table
| Month | UGG | Timberland | Dr. Martens | Ariat | Red Wing | Blundstone | Thursday Boot Company | Sorel | Danner | Redback | Merrell |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 49.3% | 18.1% | 12.1% | 3.6% | 8.1% | 3.6% | 2.5% | 1.3% | 0.89% | 0.33% | 0.15% |
| Nov 2025 | 56.7% | 17.1% | 9.4% | 3.4% | 5.1% | 3.4% | 2.3% | 1.5% | 0.84% | 0.21% | 0.08% |
| Dec 2025 | 54.3% | 16.3% | 10.9% | 4% | 6% | 3.3% | 2.3% | 1.5% | 0.98% | 0.24% | 0.09% |
| Jan 2026 | 43.8% | 19.6% | 13.1% | 3.9% | 10.7% | 3.2% | 2.4% | 1.8% | 0.97% | 0.35% | 0.19% |
| Feb 2026 | 39.8% | 21.8% | 14.6% | 5.4% | 8% | 3.6% | 3.1% | 1.6% | 1.3% | 0.48% | 0.32% |
| Mar 2026 | 27.6% | 18.5% | 15.1% | 6.8% | 22.6% | 3% | 3.1% | 1.4% | 1.1% | 0.5% | 0.33% |
| Apr 2026 | 24.7% | 24.7% | 16.5% | 9.1% | 13.5% | 3.3% | 4.1% | 1.5% | 1.5% | 0.67% | 0.55% |
| May 2026 | 30.8% | 25.2% | 16.8% | 9.3% | 6.2% | 3.4% | 4.2% | 1.5% | 1.2% | 0.68% | 0.68% |
| Jun 2026 | 29.7% | 24.3% | 16.2% | 10.9% | 7.3% | 3.3% | 3.9% | 1.2% | 1.8% | 0.66% | 0.66% |
| Jul 2026 | 31.9% | 26.1% | 17.4% | 7.8% | 6.4% | 2.9% | 3.4% | 1.3% | 1.3% | 0.71% | 0.71% |
| Aug 2026 | 41.4% | 22.7% | 15.2% | 6.8% | 4.6% | 3% | 3.1% | 1.1% | 1.1% | 0.5% | 0.5% |
| Sep 2026 | 48.4% | 17.7% | 14.5% | 5.3% | 4.3% | 3.6% | 3.1% | 1.3% | 1.1% | 0.48% | 0.32% |
How has the Ariat and UGG comparison changed over the last 12 months?
3 findings
- UGG was ahead of Ariat in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Ariat’s share of searches among boot brands worldwide moved from 3.6% to 5.3%, and its estimated monthly branded searches held steady at 673K.
- Across the 12 months ending September 2026, UGG’s share of searches among boot brands worldwide moved from 49.3% to 48.4%, and its estimated monthly branded searches moved from 9.1M to 6.1M.
How did search popularity change for boot brands worldwide in September 2026?
2 changes
In September 2026, UGG gained share of searches among boot brands worldwide, from 41.4% to 48.4%.
In September 2026, Ariat lost share of searches among boot brands worldwide, from 6.8% to 5.3%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Ariat’s and UGG’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
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