Brandwave

The North Face vs Under Armour:Which is more popular?

In September 2026, The North Face had more branded searches than Under Armour among school bags worldwide. The North Face had about 4.1 million branded searches, while Under Armour had 3.4 million. The North Face made up 12.3% of all school bag searches we track, and Under Armour accounted for 10.1%. When we asked ChatGPT and Google AI Overviews about school bags, The North Face appeared in all five answers and Under Armour in one. The North Face was mentioned before Under Armour in every answer.

Among school bags worldwide in September 2026

Who do people search for more?

The North Face, about 21% more searches than Under Armour

The North Face 4.1M searchesUnder Armour 3.4M searches

Who does AI mention more?

The North Face, mentioned in every answer we collected

The North Face in 5 of 5Under Armour in 1 of 5

Who does AI recommend more?

The North Face, named ahead of Under Armour in every answer

The North Face first in 5Under Armour never first

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Top school bags in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, The North Face appeared in all five answers. Under Armour was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. The North Face was listed before Under Armour in every answer.

Most recommended by AI

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

  1. JanSport1st
  2. The North Face2nd
  3. Herschel3rd
  4. Nike4th
  5. Fjällräven5th
  6. Under Armour6th
  7. Smiggle–
  8. Eastpak–

Mentioned by AI

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

  • The North Face5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • JanSport5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Herschel5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Nike3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Fjällräven3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Under Armour1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Smiggle0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Eastpak0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about school bags

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 The North Face or Under Armour more popular in search?

This chart shows how often people search Google for The North Face and Under Armour by name. Each line represents a brand's share of searches for all eight school bags we track, month by month, from English-language searches worldwide.

The North Face and Under Armour among school bags worldwide, by month

Share of searches by month for The North Face, Under Armour. The figures are in the table below the chart.

View monthly share of searches table
MonthNikeThe North FaceUnder ArmourFjällrävenSmiggleJanSportHerschelEastpak
Oct 202567.3%18.1%11%1.8%0.81%0.45%0.44%0.05%
Nov 202566.7%20.6%9.3%1.9%0.83%0.31%0.37%0.03%
Dec 202566.3%19.6%10.8%1.8%0.79%0.36%0.43%0.04%
Jan 202669%17.6%9.7%1.6%1.1%0.58%0.45%0.04%
Feb 202671.8%14.7%9.9%1.6%0.73%0.73%0.46%0.04%
Mar 202676.9%9.6%10.5%1.4%0.63%0.51%0.41%0.05%
Apr 202677.6%8.6%10.6%1.4%0.78%0.52%0.5%0.05%
May 202675.7%10.2%10.3%1.7%0.93%0.62%0.5%0.06%
Jun 202676.9%8.6%10.6%1.4%1.2%0.78%0.53%0.06%
Jul 202674.5%10.1%10.1%1.7%1.4%1.7%0.6%0.08%
Aug 202673.2%10.7%9.8%2%1.3%2%0.84%0.15%
Sep 202673.4%12.3%10.1%2%0.91%0.61%0.58%0.08%

How has the The North Face and Under Armour comparison changed over the last 12 months?

3 findings
  • The lead changed hands 2 times in the 12 months ending September 2026: Under Armour took it in March 2026, The North Face took it in August 2026.
  • Across the 12 months ending September 2026, The North Face’s share of searches among school bags worldwide moved from 18.1% to 12.3%, and its estimated monthly branded searches moved from 6.7M to 4.1M.
  • Across the 12 months ending September 2026, Under Armour’s share of searches among school bags worldwide moved from 11% to 10.1%, and its estimated monthly branded searches moved from 4.1M to 3.4M.

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

2 changes

  1. In September 2026, The North Face gained share of searches among school bags worldwide, from 10.7% to 12.3%.

  2. Estimated monthly branded searches for Under Armour worldwide fell 18.1% over 12 measured months, from 4.1M to 3.4M in September 2026.

How are branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using The North Face’s and Under Armour’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.

The North Face

3 branded search terms

  • north face
  • the north face
  • thenorthface

Under Armour

1 branded search term

  • under armour

How the Brand Demand Index is measured

Other head-to-heads among school bags

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