--- title: "School bags: Which are searched most?" description: "Compare the school bags people search for. Share of Search among Nike, Under Armour, JanSport, Smiggle, Eastpak and Herschel, the school bags Brandwave compares worldwide, using the same methodology, market, and reporting period. 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." canonical: "https://gobrandwave.com/demand/global-en/categories/school-bags" publisher: "Brandwave" --- # School bags: Which are searched most? Compare the school bags people search for. Share of Search among Nike, Under Armour, JanSport, Smiggle, Eastpak and Herschel, the school bags Brandwave compares worldwide, using the same methodology, market, and reporting period. 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. ## Key facts - **Competitive set**: School bags - **Market**: Global - **Brands compared**: 6 - **Month measured**: Aug 2026 - **Highest Share of Search**: Nike, 81.7% ## 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. - 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. ## Compare search popularity between leading brands - [Nike vs Under Armour: compare search popularity](/demand/global-en/compare/nike-vs-under-armour): 81.7% against 13.4% Share of Search. - [Nike vs JanSport: compare search popularity](/demand/global-en/compare/jansport-vs-nike): 81.7% against 2.7% Share of Search. - [Under Armour vs JanSport: compare search popularity](/demand/global-en/compare/jansport-vs-under-armour): 13.4% against 2.7% Share of Search. ## How did search popularity change for school bags worldwide in August 2026? - In August 2026, Nike lost estimated Share of Search among school bags worldwide, from 82.2% to 81.7%. - 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. - In August 2026, Eastpak rose from 6th to 5th among school bags worldwide. - In August 2026, Herschel fell from 5th to 6th among school bags worldwide. - Estimated monthly branded searches for Smiggle worldwide rose 49.5% over 11 measured months, from 301K to 450K in August 2026. - Estimated monthly branded searches for Under Armour worldwide fell 18.1% over 11 measured months, from 4.1M to 3.4M in August 2026. ## Share of Search ranking | Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by | | --- | --- | --- | --- | --- | --- | | 1 | Nike | 81.7% | 20.4M | 0.0% | Nike | | 2 | Under Armour | 13.4% | 3.4M | 0.0% | Under Armour | | 3 | JanSport | 2.7% | 673K | +22.4% | JanSport | | 4 | Smiggle | 1.8% | 450K | 0.0% | Smiggle | | 5 | Eastpak | 0.2% | 49.5K | +82.7% | Eastpak | | 6 | Herschel | 0.16% | 40.5K | +22.4% | Herschel | ## Historical estimated branded-search demand | Month | Brand | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Nike | 20.4M | 81.6% | 1 | | Oct 2025 | Under Armour | 4.1M | 16.4% | 2 | | Oct 2025 | Smiggle | 301K | 1.2% | 3 | | Oct 2025 | JanSport | 165K | 0.66% | 4 | | Oct 2025 | Herschel | 27.1K | 0.11% | 5 | | Oct 2025 | Eastpak | 18.1K | 0.07% | 6 | | Nov 2025 | Nike | 30.4M | 84.3% | 1 | | Nov 2025 | Under Armour | 5M | 13.9% | 2 | | Nov 2025 | Smiggle | 450K | 1.2% | 3 | | Nov 2025 | JanSport | 165K | 0.46% | 4 | | Nov 2025 | Herschel | 33.1K | 0.09% | 5 | | Nov 2025 | Eastpak | 18.1K | 0.05% | 6 | | Dec 2025 | Nike | 24.9M | 81.7% | 1 | | Dec 2025 | Under Armour | 5M | 16.4% | 2 | | Dec 2025 | Smiggle | 368K | 1.2% | 3 | | Dec 2025 | JanSport | 165K | 0.54% | 4 | | Dec 2025 | Herschel | 33.1K | 0.11% | 5 | | Dec 2025 | Eastpak | 18.1K | 0.06% | 6 | | Jan 2026 | Nike | 24.9M | 83.8% | 1 | | Jan 2026 | Under Armour | 4.1M | 13.8% | 2 | | Jan 2026 | Smiggle | 450K | 1.5% | 3 | | Jan 2026 | JanSport | 246K | 0.83% | 4 | | Jan 2026 | Herschel | 27.1K | 0.09% | 5 | | Jan 2026 | Eastpak | 18.1K | 0.06% | 6 | | Feb 2026 | Nike | 20.4M | 84% | 1 | | Feb 2026 | Under Armour | 3.4M | 13.8% | 2 | | Feb 2026 | JanSport | 246K | 1% | 3 | | Feb 2026 | Smiggle | 246K | 1% | 4 | | Feb 2026 | Herschel | 22.2K | 0.09% | 5 | | Feb 2026 | Eastpak | 14.8K | 0.06% | 6 | | Mar 2026 | Nike | 24.9M | 84.5% | 1 | | Mar 2026 | Under Armour | 4.1M | 13.9% | 2 | | Mar 2026 | Smiggle | 246K | 0.83% | 3 | | Mar 2026 | JanSport | 201K | 0.68% | 4 | | Mar 2026 | Herschel | 27.1K | 0.09% | 5 | | Mar 2026 | Eastpak | 18.1K | 0.06% | 6 | | Apr 2026 | Nike | 20.4M | 84.3% | 1 | | Apr 2026 | Under Armour | 3.4M | 13.8% | 2 | | Apr 2026 | Smiggle | 246K | 1% | 3 | | Apr 2026 | JanSport | 165K | 0.68% | 4 | | Apr 2026 | Herschel | 22.2K | 0.09% | 5 | | Apr 2026 | Eastpak | 14.8K | 0.06% | 6 | | May 2026 | Nike | 20.4M | 84% | 1 | | May 2026 | Under Armour | 3.4M | 13.8% | 2 | | May 2026 | Smiggle | 301K | 1.2% | 3 | | May 2026 | JanSport | 201K | 0.83% | 4 | | May 2026 | Herschel | 27.1K | 0.11% | 5 | | May 2026 | Eastpak | 18.1K | 0.07% | 6 | | Jun 2026 | Nike | 20.4M | 83.6% | 1 | | Jun 2026 | Under Armour | 3.4M | 13.7% | 2 | | Jun 2026 | Smiggle | 368K | 1.5% | 3 | | Jun 2026 | JanSport | 246K | 1% | 4 | | Jun 2026 | Herschel | 33.1K | 0.14% | 5 | | Jun 2026 | Eastpak | 18.1K | 0.07% | 6 | | Jul 2026 | Nike | 20.4M | 82.2% | 1 | | Jul 2026 | Under Armour | 3.4M | 13.5% | 2 | | Jul 2026 | JanSport | 550K | 2.2% | 3 | | Jul 2026 | Smiggle | 450K | 1.8% | 4 | | Jul 2026 | Herschel | 33.1K | 0.13% | 5 | | Jul 2026 | Eastpak | 27.1K | 0.11% | 6 | | Aug 2026 | Nike | 20.4M | 81.7% | 1 | | Aug 2026 | Under Armour | 3.4M | 13.4% | 2 | | Aug 2026 | JanSport | 673K | 2.7% | 3 | | Aug 2026 | Smiggle | 450K | 1.8% | 4 | | Aug 2026 | Eastpak | 49.5K | 0.2% | 5 | | Aug 2026 | Herschel | 40.5K | 0.16% | 6 | | Sep 2026 | Eastpak | — | — | — | | Sep 2026 | Herschel | — | — | — | | Sep 2026 | JanSport | — | — | — | | Sep 2026 | Nike | — | — | — | | Sep 2026 | Smiggle | — | — | — | | Sep 2026 | Under Armour | — | — | — | ## What is being compared - **Eastpak**: Measured on the search term “eastpak backpack”. - **Herschel**: Measured on the search term “herschel bag”. - **JanSport**: Measured on the search term “jansport”. - **Nike**: Measured on the search term “nike”. - **Smiggle**: Measured on the search term “smiggle”. - **Under Armour**: Measured on the search term “under armour”. - [Eastpak](/demand/global-en/brands/eastpak) - [Herschel](/demand/global-en/brands/herschel) - [JanSport](/demand/global-en/brands/jansport) - [Nike](/demand/global-en/brands/nike) - [Smiggle](/demand/global-en/brands/smiggle) - [Under Armour](/demand/global-en/brands/under-armour) ## Methodology - [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### 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. These are worldwide searches for English-language branded terms. ## Cite this page Brandwave. "School bags: Which are searched most?". https://gobrandwave.com/demand/global-en/categories/school-bags This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/school-bags. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.