ASICS vs HOKA:Which is more popular?
In September 2026, ASICS had more branded searches than HOKA among road shoes brands worldwide. ASICS had about 6.1 million branded searches, while HOKA had 2.2 million. ASICS made up 70% of all road shoes brand searches we track, and HOKA accounted for 25.6%. When we asked ChatGPT and Google AI Overviews about road shoes brands, ASICS and HOKA each appeared in two of the four answers. ASICS was mentioned before HOKA in every answer that named either.
Who do people search for more?
ASICS, about 3 searches for every 1 for HOKA
Who does AI mention more?
Both were mentioned in 2 of 4 answers.
Who does AI recommend more?
ASICS, named ahead of HOKA in 2 of 2 answers
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Top road shoes brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, ASICS and HOKA were each mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. ASICS was listed before HOKA in every answer that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- ASICS1st
HOKA2nd
Sidi2nd
Shimano4th
Specialized5th
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- ASICS2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- HOKA2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Shimano2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Sidi1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Specialized1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about road shoes brands
4 answers
Asked ChatGPT
“Which road shoes brand should I buy?”
Asked ChatGPT
“What are the best road shoes brands?”
Asked ChatGPT
“What's the best road shoes brand for road cycling?”
Searched Google, AI Overview
“cycling road shoes”
Searched Google, AI Overview
“road bike shoes”
Google showed no AI Overview for this search.
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Is ASICS or HOKA more popular in search?
This chart shows how often people search Google for ASICS and HOKA by name. Each line represents a brand's share of searches for all five road shoes brands we track, month by month, from English-language searches worldwide.
Share of searches by month for ASICS, HOKA. The figures are in the table below the chart.
View monthly share of searches table
| Month | ASICS | HOKA | Shimano | Sidi | Specialized |
|---|---|---|---|---|---|
| Oct 2025 | 66.2% | 29.7% | 4% | 0.12% | <0.01% |
| Nov 2025 | 66.7% | 29.9% | 3.3% | 0.12% | <0.01% |
| Dec 2025 | 66.7% | 29.9% | 3.3% | 0.11% | <0.01% |
| Jan 2026 | 70.6% | 25.8% | 3.5% | 0.12% | 0.01% |
| Feb 2026 | 66.2% | 29.7% | 4% | 0.14% | 0.01% |
| Mar 2026 | 66.2% | 29.6% | 4% | 0.14% | 0.01% |
| Apr 2026 | 65.6% | 29.4% | 4.8% | 0.14% | 0.01% |
| May 2026 | 65.6% | 29.4% | 4.8% | 0.16% | 0.01% |
| Jun 2026 | 66.2% | 29.6% | 4% | 0.14% | 0.01% |
| Jul 2026 | 70% | 25.6% | 4.2% | 0.16% | 0.01% |
| Aug 2026 | 70.5% | 25.8% | 3.5% | 0.13% | 0.01% |
| Sep 2026 | 70% | 25.6% | 4.2% | 0.14% | 0.01% |
How has the ASICS and HOKA comparison changed over the last 12 months?
3 findings
- ASICS was ahead of HOKA in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, ASICS’s share of searches among road shoes brands worldwide moved from 66.2% to 70%, and its estimated monthly branded searches held steady at 6.1M.
- Across the 12 months ending September 2026, HOKA’s share of searches among road shoes brands worldwide moved from 29.7% to 25.6%, and its estimated monthly branded searches moved from 2.7M to 2.2M.
How did search popularity change for road shoes brands worldwide in September 2026?
2 changes
In September 2026, ASICS lost share of searches among road shoes brands worldwide, from 70.5% to 70%.
Estimated monthly branded searches for HOKA worldwide fell 18.2% over 12 measured months, from 2.7M to 2.2M in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using ASICS’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.
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