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School bags:Which are searched most?

In August 2026, Nike was the most searched among school bags worldwide, with an estimated 20.4M branded searches and 81.7% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Nike81.7%
  2. Under Armour13.4%
  3. JanSport2.7%
  4. Smiggle1.8%
  5. Eastpak0.2%
  6. Herschel0.16%

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Share of SearchLeaderboard

Compare the school bags people search for. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

Share of Search among school bags worldwide, by month

Share of Search by month for Nike, Under Armour, JanSport. The figures are in the table below the chart.

View monthly share of search table
MonthNikeUnder ArmourJanSportSmiggleEastpakHerschel
Oct 202581.6%16.4%0.66%1.2%0.07%0.11%
Nov 202584.3%13.9%0.46%1.2%0.05%0.09%
Dec 202581.7%16.4%0.54%1.2%0.06%0.11%
Jan 202683.8%13.8%0.83%1.5%0.06%0.09%
Feb 202684%13.8%1%1%0.06%0.09%
Mar 202684.5%13.9%0.68%0.83%0.06%0.09%
Apr 202684.3%13.8%0.68%1%0.06%0.09%
May 202684%13.8%0.83%1.2%0.07%0.11%
Jun 202683.6%13.7%1%1.5%0.07%0.14%
Jul 202682.2%13.5%2.2%1.8%0.11%0.13%
Aug 202681.7%13.4%2.7%1.8%0.2%0.16%
Sep 2026——————

This month’s ranking, August 2026

  1. 1.Nike

    81.7%

    Held 1st. 20.4M estimated branded searches, 0% vs prior month. Share -0.5 points.

  2. 2.Under Armour

    13.4%

    Held 2nd. 3.4M estimated branded searches, 0% vs prior month. Share -0.1 points.

  3. 3.JanSport

    2.7%

    Held 3rd. 673K estimated branded searches, +22.4% vs prior month. Share +0.5 points.

  4. 4.Smiggle

    1.8%

    Held 4th. 450K estimated branded searches, 0% vs prior month. Share 0 points.

  5. 5.Eastpak

    0.2%

    Moved from 6th to 5th. 49.5K estimated branded searches, +82.7% vs prior month. Share +0.1 points.

  6. 6.Herschel

    0.16%

    Moved from 5th to 6th. 40.5K estimated branded searches, +22.4% vs prior month. Share 0 points.

Compare search popularity between leading brands

Which brand is most popular in search among school bags worldwide?

In August 2026, Nike was the most searched among school bags worldwide, with an estimated 20.4M branded searches and 81.7% estimated Share of Search within this set. Under Armour is in 2nd place, 68.3 percentage points behind at 13.4% Share of Search.

Global school bags, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Nike81.6% → 81.7%84.5%Mar 202681.6%Oct 20251st
Under Armour16.4% → 13.4%16.4%Dec 202513.4%Aug 20262nd
JanSport0.66% → 2.7%2.7%Aug 20260.46%Nov 20254th → 3rd
Smiggle1.2% → 1.8%1.8%Jul 20260.83%Mar 20263rd → 4th
Eastpak0.07% → 0.2%0.2%Aug 20260.05%Nov 20256th → 5th
Herschel0.11% → 0.16%0.16%Aug 20260.09%Jan 20265th → 6th

Each finding as a sentence

  • Across the 11 months ending August 2026, Under Armour’s estimated Share of Search among school bags worldwide decreased from 16.4% to 13.4%.
  • Across the 11 months ending August 2026, JanSport’s estimated Share of Search among school bags worldwide increased from 0.66% to 2.7%.
  • Across the 11 months ending August 2026, Smiggle’s estimated Share of Search among school bags worldwide increased from 1.2% to 1.8%.
  • Across the 11 months ending August 2026, Nike’s estimated Share of Search among school bags worldwide peaked at 84.5% in March 2026 and was lowest at 81.6% in October 2025.
  • Across the 11 months ending August 2026, Under Armour’s estimated Share of Search among school bags worldwide peaked at 16.4% in December 2025 and was lowest at 13.4% in August 2026.
  • Across the 11 months ending August 2026, JanSport’s estimated Share of Search among school bags worldwide peaked at 2.7% in August 2026 and was lowest at 0.46% in November 2025.
  • Across the 11 months ending August 2026, JanSport rose from 4th to 3rd among school bags worldwide.
  • Across the 11 months ending August 2026, Smiggle fell from 3rd to 4th among school bags worldwide.
  • Across the 11 months ending August 2026, Eastpak rose from 6th to 5th among school bags worldwide.
  • Across the 11 months ending August 2026, Herschel fell from 5th to 6th among school bags worldwide.
  • Across the 11 months ending August 2026, Nike held steady: its estimated Share of Search among school bags worldwide moved less than 0.5 percentage points.

How did search popularity change for school bags worldwide in August 2026?

  1. In August 2026, Nike lost estimated Share of Search among school bags worldwide, from 82.2% to 81.7%.

  2. JanSport’s estimated Share of Search among school bags worldwide has gained ground for 3 months in a row, from 0.83% to 2.7% in August 2026.

  3. In August 2026, Eastpak rose from 6th to 5th among school bags worldwide.

  4. In August 2026, Herschel fell from 5th to 6th among school bags worldwide.

  5. Estimated monthly branded searches for Smiggle worldwide rose 49.5% over 11 measured months, from 301K to 450K in August 2026.

  6. Estimated monthly branded searches for Under Armour worldwide fell 18.1% over 11 measured months, from 4.1M to 3.4M in August 2026.

How the Brand Demand Index is measured

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