New Balance vs On:Which is more popular?
In September 2026, New Balance had more branded searches than On among running shoe brands worldwide. New Balance had about 11.1 million branded searches, while On had 2.4 million. New Balance made up 20.6% of all running shoe brand searches we track, and On accounted for 4.4%. When we asked ChatGPT and Google AI Overviews about running shoe brands, New Balance appeared in all four answers and On in two. New Balance was mentioned before On in every answer.
Who do people search for more?
New Balance, about 5 searches for every 1 for On
Who does AI mention more?
New Balance, mentioned in every answer we collected
Who does AI recommend more?
New Balance, named ahead of On in every answer
Follow New Balance vs On and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top running shoe brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, New Balance appeared in all four answers. On was mentioned in two out of four: in one of the three ChatGPT answers and in the Google AI Overview. New Balance was listed before On in every answer.
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.
- New Balance4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
ASICS4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Brooks4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Nike3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
HOKA3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Saucony3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
On2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Mizuno1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers
See every answer about running shoe brands
4 answers
Asked ChatGPT
“Which running shoe brand should I buy?”
Asked ChatGPT
“What are the best running shoe brands?”
Asked ChatGPT
“What's the best running shoe brand for everyday running?”
Searched Google, AI Overview
“running shoe brands”
Searched Google, AI Overview
“best running 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 19, 2026.
Is New Balance or On more popular in search?
This chart shows how often people search Google for New Balance and On by name. Each line represents a brand's share of searches for all eight running shoe brands we track, month by month, from English-language searches worldwide.
Share of searches by month for New Balance, On. The figures are in the table below the chart.
View monthly share of searches table
| Month | Nike | New Balance | ASICS | HOKA | On | Saucony | Mizuno | Brooks |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 44.4% | 24.2% | 13.8% | 7.7% | 3.8% | 2.1% | 2.2% | 1.8% |
| Nov 2025 | 50.5% | 23.3% | 11.1% | 6.4% | 3.4% | 1.9% | 1.7% | 1.6% |
| Dec 2025 | 48.9% | 21.6% | 12.7% | 7.2% | 4.2% | 1.8% | 1.9% | 1.6% |
| Jan 2026 | 50.6% | 19.2% | 13.6% | 6.8% | 3.5% | 2.3% | 2.1% | 1.9% |
| Feb 2026 | 47.9% | 21.9% | 12.9% | 7.5% | 3.6% | 2.2% | 2% | 2.1% |
| Mar 2026 | 47.9% | 21.7% | 12.8% | 7.4% | 3.7% | 2.6% | 1.9% | 2.1% |
| Apr 2026 | 43% | 23.8% | 14% | 8.2% | 4.2% | 2.9% | 1.7% | 2.2% |
| May 2026 | 44.5% | 20.1% | 14.6% | 8.5% | 4.7% | 2.9% | 2.2% | 2.4% |
| Jun 2026 | 44.9% | 20.5% | 14.5% | 8.2% | 5.3% | 2.5% | 1.8% | 2.3% |
| Jul 2026 | 46.1% | 20.7% | 15.2% | 7.3% | 3.9% | 2.6% | 1.9% | 2.2% |
| Aug 2026 | 41.7% | 22.7% | 16.4% | 8% | 3.6% | 3.3% | 2% | 2.2% |
| Sep 2026 | 45.2% | 20.6% | 15% | 7.3% | 4.4% | 3% | 2.3% | 2.3% |
How has the New Balance and On comparison changed over the last 12 months?
3 findings
- New Balance was ahead of On 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 running shoe brands worldwide moved from 24.2% to 20.6%, and its estimated monthly branded searches moved from 13.6M to 11.1M.
- Across the 12 months ending September 2026, On’s share of searches among running shoe brands worldwide moved from 3.8% to 4.4%, and its estimated monthly branded searches moved from 2.1M to 2.4M.
How did search popularity change for running shoe brands worldwide in September 2026?
2 changes
In September 2026, On gained share of searches among running shoe brands worldwide, from 3.6% to 4.4%.
In September 2026, New Balance lost share of searches among running shoe brands worldwide, from 22.7% to 20.6%.
How are branded searches counted?
8 search terms
Brandwave collects information about searches that people make online using New Balance’s and On’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
On
7 branded search terms
- on cloud shoes
- on cloudmonster
- on cloudrunner
- on cloudsurfer
- on cloudswift
- on running
- on running shoes
Other head-to-heads among running shoe brands
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.