Brandwave

New Balance vs Nike:Which is more popular?

In September 2026, Nike had more branded searches than New Balance among rugby boot brands worldwide. Nike had about 24.3 million branded searches, while New Balance had 11.1 million. Nike made up 37.6% of all rugby boot brand searches we track, and New Balance accounted for 17.2%. When we asked ChatGPT and Google AI Overviews about rugby boot brands, Nike appeared in three of the five answers and New Balance in none.

Among rugby boot brands worldwide in September 2026

Who do people search for more?

Nike, about 2 searches for every 1 for New Balance

Nike 24.3M searchesNew Balance 11.1M searches

Who does AI mention more?

Nike, mentioned in 3 of 5 answers, New Balance in 0

Nike in 3 of 5New Balance in 0 of 5

Who does AI recommend more?

Nike, the only one of the two named

Nike first in 3New Balance never named

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Top rugby boot brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Nike was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. New Balance did not appear in any of the five answers.

Most recommended by AI

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

  1. Canterbury1st
  2. Adidas2nd
  3. Mizuno3rd
  4. Gilbert4th
  5. Nike5th
  6. ASICS6th
  7. New Balance–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Adidas5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Canterbury5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Gilbert4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Nike3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Mizuno3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • ASICS1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • New Balance0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about rugby boot brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 19, 2026.

Is New Balance or Nike more popular in search?

This chart shows how often people search Google for New Balance and Nike by name. Each line represents a brand's share of searches for all seven rugby boot brands we track, month by month, from English-language searches worldwide.

New Balance and Nike among rugby boot brands worldwide, by month

Share of searches by month for Nike, New Balance. The figures are in the table below the chart.

View monthly share of searches table
MonthNikeAdidasNew BalanceASICSMizunoCanterburyGilbert
Oct 202536%33.6%19.6%8.8%1.8%0.06%<0.01%
Nov 202538.8%35.2%17.9%6.6%1.3%0.21%<0.01%
Dec 202538.9%34.6%17.2%7.7%1.5%0.03%<0.01%
Jan 202641.9%31.7%15.9%8.8%1.8%0.03%<0.01%
Feb 202638.4%34.5%17.5%7.9%1.6%0.03%0.01%
Mar 202638.3%35%17.3%7.8%1.6%0.03%0.01%
Apr 202636%33.6%19.9%9%1.5%0.03%<0.01%
May 202635.3%38.2%15.9%8.8%1.8%0.03%<0.01%
Jun 202635.9%37.2%16.4%9%1.5%0.03%<0.01%
Jul 202635.8%37.7%16.1%8.9%1.5%0.04%<0.01%
Aug 202633.8%35.9%18.4%10.1%1.7%0.06%<0.01%
Sep 202637.6%33.8%17.2%9.5%1.9%0.05%0.01%

How has the New Balance and Nike comparison changed over the last 12 months?

3 findings
  • Nike was ahead of New Balance in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, New Balance’s share of searches among rugby boot brands worldwide moved from 19.6% to 17.2%, and its estimated monthly branded searches moved from 13.6M to 11.1M.
  • Across the 12 months ending September 2026, Nike’s share of searches among rugby boot brands worldwide moved from 36% to 37.6%, and its estimated monthly branded searches moved from 24.9M to 24.3M.

How did search popularity change for rugby boot brands worldwide in September 2026?

2 changes

  1. In September 2026, Nike overtook Adidas to become the leader among rugby boot brands worldwide, with 37.6% of the searches.

  2. In September 2026, New Balance lost share of searches among rugby boot brands worldwide, from 18.4% to 17.2%.

How are branded searches counted?

5 search terms

Brandwave collects information about searches that people make online using New Balance’s and Nike’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.

New Balance

1 branded search term

  • new balance

Nike

4 branded search terms

  • nike
  • nike air max
  • nike shoes
  • nike shox

How the Brand Demand Index is measured

Other head-to-heads among rugby boot brands

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