Brandwave

HOKA vs Shimano:Which is more popular?

In September 2026, HOKA had more branded searches than Shimano among road shoes brands worldwide. HOKA had about 2.2 million branded searches, while Shimano had 368,000. HOKA made up 25.6% of all road shoes brand searches we track, and Shimano accounted for 4.2%. When we asked ChatGPT and Google AI Overviews about road shoes brands, HOKA and Shimano each appeared in two of the four answers. HOKA was mentioned before Shimano in two out of three answers.

Among road shoes brands worldwide in September 2026

Who do people search for more?

HOKA, about 6 searches for every 1 for Shimano

HOKA 2.2M searchesShimano 368K searches

Who does AI mention more?

Both were mentioned in 2 of 4 answers.

HOKA in 2 of 4Shimano in 2 of 4

Who does AI recommend more?

HOKA, named ahead of Shimano in 2 of 3 answers

HOKA first in 2Shimano first in 1

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Top road shoes brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, HOKA was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Shimano was mentioned in two out of four: in one of the three ChatGPT answers and in the Google AI Overview. HOKA was listed before Shimano in two out of three answers.

Most recommended by AI

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

  1. ASICS1st
  2. HOKA2nd
  3. Sidi2nd
  4. Shimano4th
  5. 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?”

    1. 1ASICS
    2. 2HOKA

  • Asked ChatGPT

    “What are the best road shoes brands?”

    1. 1ASICS
    2. 2HOKA

  • Asked ChatGPT

    “What's the best road shoes brand for road cycling?”

    1. 1Sidi
    2. 2Shimano
    3. 3Specialized

  • Searched Google, AI Overview

    “cycling road shoes”

    1. 1Shimano

  • 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 HOKA or Shimano more popular in search?

This chart shows how often people search Google for HOKA and Shimano 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.

HOKA and Shimano among road shoes brands worldwide, by month

Share of searches by month for HOKA, Shimano. The figures are in the table below the chart.

View monthly share of searches table
MonthASICSHOKAShimanoSidiSpecialized
Oct 202566.2%29.7%4%0.12%<0.01%
Nov 202566.7%29.9%3.3%0.12%<0.01%
Dec 202566.7%29.9%3.3%0.11%<0.01%
Jan 202670.6%25.8%3.5%0.12%0.01%
Feb 202666.2%29.7%4%0.14%0.01%
Mar 202666.2%29.6%4%0.14%0.01%
Apr 202665.6%29.4%4.8%0.14%0.01%
May 202665.6%29.4%4.8%0.16%0.01%
Jun 202666.2%29.6%4%0.14%0.01%
Jul 202670%25.6%4.2%0.16%0.01%
Aug 202670.5%25.8%3.5%0.13%0.01%
Sep 202670%25.6%4.2%0.14%0.01%

How has the HOKA and Shimano comparison changed over the last 12 months?

3 findings
  • HOKA was ahead of Shimano in every measured month of the 12 months ending September 2026.
  • 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.
  • Across the 12 months ending September 2026, Shimano’s share of searches among road shoes brands worldwide moved from 4% to 4.2%, and its estimated monthly branded searches held steady at 368K.

How did search popularity change for road shoes brands worldwide in September 2026?

2 changes

  1. In September 2026, Shimano gained share of searches among road shoes brands worldwide, from 3.5% to 4.2%.

  2. 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 HOKA’s and Shimano’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.

HOKA

1 branded search term

  • hoka

Shimano

1 branded search term

  • shimano

How the Brand Demand Index is measured

Other head-to-heads among road shoes brands

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