2XU vs Ultimate Direction:Which is searched more?
In September 2026, 2XU had more branded searches than Ultimate Direction among race belt brands worldwide. 2XU was estimated to have 90.5K branded searches compared to Ultimate Direction’s 4.4K, and held a 74.2% Share of Search versus Ultimate Direction’s 3.6%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, 2XU or Ultimate Direction?
Compare the race belt 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 by month for 2XU, Ultimate Direction. The figures are in the table below the chart.
View monthly share of search table
| Month | 2XU | Salomon | Ultimate Direction |
|---|---|---|---|
| Oct 2025 | 76.6% | 18.8% | 4.6% |
| Nov 2025 | 83% | 13.7% | 3.3% |
| Dec 2025 | 77.3% | 19% | 3.8% |
| Jan 2026 | 73.6% | 22% | 4.4% |
| Feb 2026 | 72.8% | 21.9% | 5.3% |
| Mar 2026 | 73.6% | 22% | 4.4% |
| Apr 2026 | 73.6% | 22% | 4.4% |
| May 2026 | 76.5% | 18.9% | 4.6% |
| Jun 2026 | 73.6% | 22% | 4.4% |
| Jul 2026 | 73.6% | 22% | 4.4% |
| Aug 2026 | 70.2% | 25.7% | 4.2% |
| Sep 2026 | 74.2% | 22.2% | 3.6% |
How has the 2XU and Ultimate Direction comparison changed over the last 12 months?
3 findings
- 2XU was ahead of Ultimate Direction in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, 2XU’s estimated Share of Search among race belt brands worldwide moved from 76.6% to 74.2%, and its estimated monthly branded searches held steady at 90.5K.
- Across the 12 months ending September 2026, Ultimate Direction’s estimated Share of Search among race belt brands worldwide moved from 4.6% to 3.6%, and its estimated monthly branded searches moved from 5.4K to 4.4K.
How did search popularity change for race belt brands worldwide in September 2026?
2 changes
In September 2026, 2XU gained estimated Share of Search among race belt brands worldwide, from 70.2% to 74.2%.
In September 2026, Ultimate Direction lost estimated Share of Search among race belt brands worldwide, from 4.2% to 3.6%.
Other head-to-heads among race belt brands
How each brand is measured
Brandwave collects information about searches that people make online using 2XU’s and Ultimate Direction’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.
2XU
1 branded search term
- 2xu
Ultimate Direction
1 branded search term
- ultimate direction
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.