Brandwave

Black Diamond vs DMM:Which is more popular?

In September 2026, DMM had more branded searches than Black Diamond among climbing gear brands worldwide. DMM had about 3.4 million branded searches, while Black Diamond had 368,000. DMM made up 79.2% of all climbing gear brand searches we track, and Black Diamond accounted for 8.7%. When we asked ChatGPT and Google AI Overviews about climbing gear brands, Black Diamond appeared in all five answers and DMM in one. Black Diamond was mentioned before DMM in every answer.

Among climbing gear brands worldwide in September 2026

Who do people search for more?

DMM, about 9 searches for every 1 for Black Diamond

DMM 3.4M searchesBlack Diamond 368K searches

Who does AI mention more?

Black Diamond, mentioned in every answer we collected

Black Diamond in 5 of 5DMM in 1 of 5

Who does AI recommend more?

Black Diamond, named ahead of DMM in every answer

Black Diamond first in 5DMM never first

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Top climbing gear brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Black Diamond appeared in all five answers. DMM was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Black Diamond was listed before DMM in every answer.

Most recommended by AI

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

  1. Black Diamond1st
  2. La Sportiva2nd
  3. Petzl3rd
  4. Edelrid4th
  5. Mammut5th
  6. SCARPA6th
  7. DMM7th

Mentioned by AI

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

  • Black Diamond5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • La Sportiva5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Petzl4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Edelrid3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Mammut2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • DMM1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • SCARPA1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about climbing gear brands

5 answers

Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.

Is Black Diamond or DMM more popular in search?

This chart shows how often people search Google for Black Diamond and DMM by name. Each line represents a brand's share of searches for all seven climbing gear brands we track, month by month, from English-language searches worldwide.

Black Diamond and DMM among climbing gear brands worldwide, by month

Share of searches by month for DMM, Black Diamond. The figures are in the table below the chart.

View monthly share of searches table
MonthDMMBlack DiamondLa SportivaPetzlEdelridSCARPAMammut
Oct 202580.5%8.8%7.2%2.6%0.44%0.29%0.03%
Nov 202578.4%10.5%7%3.2%0.52%0.28%0.04%
Dec 202579%10.6%7.1%2.6%0.43%0.29%0.03%
Jan 202680.6%8.9%7.3%2.7%0.36%0.24%0.03%
Feb 202680.5%8.8%7.2%2.6%0.44%0.29%0.04%
Mar 202680.4%8.8%7.2%2.6%0.53%0.29%0.05%
Apr 202680.4%8.8%7.2%2.6%0.53%0.29%0.04%
May 202680.4%8.8%7.2%2.6%0.53%0.29%0.05%
Jun 202682.3%7.4%7.4%2.2%0.44%0.24%0.04%
Jul 202680.9%8.9%7.3%2.2%0.44%0.29%0.04%
Aug 202679.2%8.7%8.7%2.6%0.43%0.29%0.04%
Sep 202679.2%8.7%8.7%2.6%0.43%0.29%0.04%

How has the Black Diamond and DMM comparison changed over the last 12 months?

3 findings
  • DMM was ahead of Black Diamond in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Black Diamond’s share of searches among climbing gear brands worldwide moved from 8.8% to 8.7%, and its estimated monthly branded searches held steady at 368K.
  • Across the 12 months ending September 2026, DMM’s share of searches among climbing gear brands worldwide moved from 80.5% to 79.2%, and its estimated monthly branded searches held steady at 3.4M.

How did search popularity change for climbing gear brands worldwide in September 2026?

1 change

  1. DMM’s share of searches among climbing gear brands worldwide has lost ground for 3 months in a row, from 82.3% to 79.2% in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Black Diamond’s and DMM’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.

Black Diamond

1 branded search term

  • black diamond

DMM

1 branded search term

  • dmm

How the Brand Demand Index is measured

Other head-to-heads among climbing gear brands

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