Columbia vs Merrell:Which is more popular?
In September 2026, Columbia had more branded searches than Merrell among hiking boots worldwide. Columbia had about 135,000 branded searches, while Merrell had 40,500. Columbia made up 21.9% of all hiking boot searches we track, and Merrell accounted for 6.6%. When we asked ChatGPT and Google AI Overviews about hiking boots, Merrell appeared in four of the five answers and Columbia in one. Merrell was mentioned before Columbia in every answer that named either.
Who do people search for more?
Columbia, about 3 searches for every 1 for Merrell
Who does AI mention more?
Merrell, mentioned in 4 of 5 answers, Columbia in 1
Who does AI recommend more?
Merrell, named ahead of Columbia in 3 of 3 answers
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Top hiking boots in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Merrell was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Columbia was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Merrell was listed before Columbia in every answer that named either.
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.
Salomon5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Merrell4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
KEEN4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
LOWA4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers- La Sportiva2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Oboz2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Columbia1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
SCARPA1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about hiking boots
5 answers
Asked ChatGPT
“Which hiking boots brand should I buy?”
Asked ChatGPT
“What are the best hiking boots brands?”
Asked ChatGPT
“What's the best hiking boots brand for rough trails?”
Searched Google, AI Overview
“best hiking boots”
Searched Google, AI Overview
“waterproof hiking boots”
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Is Columbia or Merrell more popular in search?
This chart shows how often people search Google for Columbia and Merrell by name. Each line represents a brand's share of searches for all eight hiking boots we track, month by month, from English-language searches worldwide.
Share of searches by month for Columbia, Merrell. The figures are in the table below the chart.
View monthly share of searches table
| Month | La Sportiva | Columbia | Merrell | Salomon | Oboz | KEEN | SCARPA | LOWA |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 53% | 29% | 4.8% | 4.8% | 3.2% | 2.6% | 1.7% | 0.95% |
| Nov 2025 | 42.7% | 42.7% | 3.1% | 3.8% | 3.1% | 2.1% | 1.4% | 0.94% |
| Dec 2025 | 46.8% | 38.2% | 3.4% | 3.4% | 3.4% | 2.3% | 1.5% | 0.84% |
| Jan 2026 | 56.7% | 25.4% | 5.1% | 4.2% | 3.4% | 2.3% | 1.9% | 1% |
| Feb 2026 | 55.8% | 25% | 6.1% | 4.1% | 3.4% | 2.7% | 1.8% | 1% |
| Mar 2026 | 57.7% | 21.1% | 6.3% | 5.2% | 3.5% | 2.8% | 1.9% | 1.6% |
| Apr 2026 | 57.7% | 21.1% | 7.8% | 4.3% | 3.5% | 2.8% | 1.9% | 1% |
| May 2026 | 56.1% | 20.5% | 9.2% | 4.1% | 4.1% | 2.8% | 1.8% | 1.2% |
| Jun 2026 | 57.5% | 21% | 7.7% | 4.2% | 3.5% | 2.8% | 1.9% | 1.3% |
| Jul 2026 | 55.8% | 20.4% | 9.2% | 5% | 3.4% | 2.7% | 2.2% | 1.2% |
| Aug 2026 | 58.3% | 21.4% | 7.8% | 4.3% | 2.9% | 2.3% | 1.9% | 1% |
| Sep 2026 | 59.6% | 21.9% | 6.6% | 3.6% | 2.9% | 2.4% | 2% | 1.1% |
How has the Columbia and Merrell comparison changed over the last 12 months?
3 findings
- Columbia was ahead of Merrell in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Columbia’s share of searches among hiking boots worldwide moved from 29% to 21.9%, and its estimated monthly branded searches moved from 165K to 135K.
- Across the 12 months ending September 2026, Merrell’s share of searches among hiking boots worldwide moved from 4.8% to 6.6%, and its estimated monthly branded searches moved from 27.1K to 40.5K.
How did search popularity change for hiking boots worldwide in September 2026?
2 changes
In September 2026, Merrell lost share of searches among hiking boots worldwide, from 7.8% to 6.6%.
Estimated monthly branded searches for Columbia worldwide fell 18.2% over 12 measured months, from 165K to 135K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Columbia’s and Merrell’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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