Darn Tough vs Smartwool:Which is more popular?
In September 2026, Smartwool had more branded searches than Darn Tough among running socks worldwide. Smartwool had about 90,500 branded searches, while Darn Tough had 49,500. Smartwool made up 30.3% of all running sock searches we track, and Darn Tough accounted for 16.6%. When we asked ChatGPT and Google AI Overviews about running socks, Darn Tough appeared in three of the four answers and Smartwool in one. Darn Tough was mentioned before Smartwool in two out of three answers that named either.
Who do people search for more?
Smartwool, about 83% more searches than Darn Tough
Who does AI mention more?
Darn Tough, mentioned in 3 of 4 answers, Smartwool in 1
Who does AI recommend more?
Darn Tough, named ahead of Smartwool in 2 of 3 answers
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Top running socks in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Darn Tough was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Smartwool was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Darn Tough was listed before Smartwool in two out of three answers that named either.
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.
Feetures4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers- Darn Tough3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Balega3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers- Swiftwick3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Injinji2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers- Smartwool1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Stance0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Hilly0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about running socks
4 answers
Asked ChatGPT
“Which running sock should I buy?”
Asked ChatGPT
“What are the best running sock brands?”
Asked ChatGPT
“What's the best running sock for long-distance comfort?”
Searched Google, AI Overview
“running socks”
Searched Google, AI Overview
“merino running socks”
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 Darn Tough or Smartwool more popular in search?
This chart shows how often people search Google for Darn Tough and Smartwool by name. Each line represents a brand's share of searches for all eight running socks we track, month by month, from English-language searches worldwide.
Share of searches by month for Smartwool, Darn Tough. The figures are in the table below the chart.
View monthly share of searches table
| Month | Smartwool | Stance | Darn Tough | Feetures | Balega | Injinji | Swiftwick | Hilly |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 37.9% | 20.8% | 13.9% | 13.9% | 6.2% | 4.2% | 2.8% | 0.36% |
| Nov 2025 | 37.5% | 20.6% | 16.7% | 13.8% | 6.2% | 2.8% | 2.3% | 0.29% |
| Dec 2025 | 41.8% | 22.9% | 15.3% | 10.3% | 5.6% | 2.1% | 1.7% | 0.26% |
| Jan 2026 | 45% | 16.6% | 16.6% | 11.1% | 5% | 3.3% | 2.2% | 0.36% |
| Feb 2026 | 41% | 18.4% | 15% | 12.3% | 6.7% | 3.7% | 2.5% | 0.49% |
| Mar 2026 | 28.6% | 23.4% | 15.6% | 15.6% | 8.6% | 4.7% | 3.1% | 0.5% |
| Apr 2026 | 23.4% | 23.4% | 15.6% | 19.1% | 8.6% | 5.7% | 3.8% | 0.5% |
| May 2026 | 23.4% | 23.4% | 15.6% | 19.1% | 8.6% | 5.7% | 3.8% | 0.5% |
| Jun 2026 | 22.4% | 27.3% | 15% | 18.3% | 8.2% | 5.5% | 3% | 0.39% |
| Jul 2026 | 24.7% | 20.2% | 16.5% | 20.2% | 9% | 4.9% | 4% | 0.43% |
| Aug 2026 | 28.3% | 18.9% | 15.5% | 18.9% | 8.5% | 5.7% | 3.8% | 0.41% |
| Sep 2026 | 30.3% | 20.3% | 16.6% | 16.6% | 7.4% | 5% | 3.3% | 0.44% |
How has the Darn Tough and Smartwool comparison changed over the last 12 months?
3 findings
- Smartwool was ahead of Darn Tough in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Darn Tough’s share of searches among running socks worldwide moved from 13.9% to 16.6%, and its estimated monthly branded searches held steady at 49.5K.
- Across the 12 months ending September 2026, Smartwool’s share of searches among running socks worldwide moved from 37.9% to 30.3%, and its estimated monthly branded searches moved from 135K to 90.5K.
How did search popularity change for running socks worldwide in September 2026?
2 changes
In September 2026, Darn Tough overtook Feetures to rank 3rd among running socks worldwide, with 16.6% of the searches.
In September 2026, Smartwool gained share of searches among running socks worldwide, from 28.3% to 30.3%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Darn Tough’s and Smartwool’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.
Darn Tough
1 branded search term
- darn tough
Smartwool
1 branded search term
- smartwool
Other head-to-heads among running socks
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