Altra vs HOKA:Which is more popular?
In September 2026, Altra had more branded searches than HOKA among hiking footwear brands worldwide. Altra had about 301,000 branded searches, while HOKA had 36,200. Altra made up 18.4% of all hiking footwear brand searches we track, and HOKA accounted for 2.2%. When we asked ChatGPT and Google AI Overviews about hiking footwear brands, Altra and HOKA each appeared in four of the five answers. HOKA was mentioned before Altra in four out of five answers.
Who do people search for more?
Altra, about 8 searches for every 1 for HOKA
Who does AI mention more?
Both were mentioned in 4 of 5 answers.
Who does AI recommend more?
HOKA, named ahead of Altra in 4 of 5 answers
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Top hiking footwear brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Altra was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. HOKA was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. HOKA was listed before Altra in four out of five 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.
Merrell5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Salomon5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Altra4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- HOKA4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- La Sportiva2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
KEEN2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Columbia2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Oboz2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
LOWA1 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 hiking footwear brands
5 answers
Asked ChatGPT
“Which hiking footwear brand should I buy?”
Asked ChatGPT
“What are the best hiking footwear brands?”
Asked ChatGPT
“What's the best hiking footwear brand for all-day comfort?”
Searched Google, AI Overview
“hiking footwear brands”
Searched Google, AI Overview
“best hiking footwear”
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Is Altra or HOKA more popular in search?
This chart shows how often people search Google for Altra and HOKA by name. Each line represents a brand's share of searches for all ten hiking footwear brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Altra, HOKA. The figures are in the table below the chart.
View monthly share of searches table
| Month | Merrell | La Sportiva | Altra | Salomon | LOWA | HOKA | KEEN | Columbia | Oboz | SCARPA |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 45.7% | 20.8% | 17% | 6.2% | 2.2% | 2.8% | 1.7% | 1.5% | 1.3% | 0.69% |
| Nov 2025 | 49.1% | 19.1% | 15.6% | 5.7% | 2.5% | 2.6% | 1.6% | 1.7% | 1.4% | 0.63% |
| Dec 2025 | 47.2% | 21.7% | 14.5% | 6.1% | 2.3% | 2.7% | 1.6% | 1.6% | 1.6% | 0.71% |
| Jan 2026 | 43.4% | 23.6% | 15.8% | 6.6% | 2.5% | 2.9% | 1.6% | 1.4% | 1.4% | 0.77% |
| Feb 2026 | 43.8% | 23.3% | 15.5% | 6.6% | 2.5% | 2.5% | 1.9% | 1.7% | 1.4% | 0.77% |
| Mar 2026 | 45.1% | 19.2% | 19.2% | 6.6% | 2.3% | 2.6% | 1.7% | 1.4% | 1.2% | 0.63% |
| Apr 2026 | 44.5% | 19.4% | 19.4% | 6.4% | 2.1% | 2.9% | 1.9% | 1.7% | 1.2% | 0.64% |
| May 2026 | 45% | 18.8% | 18.8% | 6.8% | 2.1% | 2.8% | 2.1% | 1.7% | 1.4% | 0.62% |
| Jun 2026 | 48.9% | 18.6% | 15.2% | 7.6% | 1.8% | 2.5% | 2% | 1.7% | 1.1% | 0.61% |
| Jul 2026 | 45% | 19.6% | 16.1% | 8.4% | 2.2% | 2.6% | 2.4% | 1.8% | 1.2% | 0.79% |
| Aug 2026 | 41.3% | 22.1% | 18% | 8% | 2.4% | 2.4% | 2% | 2% | 1.1% | 0.73% |
| Sep 2026 | 41.5% | 22.5% | 18.4% | 7.5% | 2.4% | 2.2% | 2% | 1.7% | 1.1% | 0.74% |
How has the Altra and HOKA comparison changed over the last 12 months?
3 findings
- Altra was ahead of HOKA in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Altra’s share of searches among hiking footwear brands worldwide moved from 17% to 18.4%, and its estimated monthly branded searches moved from 246K to 301K.
- Across the 12 months ending September 2026, HOKA’s share of searches among hiking footwear brands worldwide moved from 2.8% to 2.2%, and its estimated monthly branded searches moved from 40.3K to 36.2K.
How did search popularity change for hiking footwear brands worldwide in September 2026?
2 changes
Altra’s share of searches among hiking footwear brands worldwide has gained ground for 3 months in a row, from 15.2% to 18.4% in September 2026.
In September 2026, HOKA fell from 5th to 6th among hiking footwear brands worldwide.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Altra’s and HOKA’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.
Other head-to-heads among hiking footwear brands
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