Helly Hansen vs The North Face:Which is more popular?
In September 2026, The North Face had more branded searches than Helly Hansen among ski jackets worldwide. The North Face had about 4.1 million branded searches, while Helly Hansen had 550,000. The North Face made up 40% of all ski jacket searches we track, and Helly Hansen accounted for 5.4%. When we asked ChatGPT and Google AI Overviews about ski jackets, Helly Hansen appeared in all five answers and The North Face in three. Helly Hansen was mentioned before The North Face in four out of five answers.
Who do people search for more?
The North Face, about 7 searches for every 1 for Helly Hansen
Who does AI mention more?
Helly Hansen, mentioned in every answer we collected
Who does AI recommend more?
Helly Hansen, named ahead of The North Face in 4 of 5 answers
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Top ski jackets in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Helly Hansen appeared in all five answers. The North Face was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Helly Hansen was listed before The North Face in four out of five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Arc'teryx1st- Helly Hansen2nd
Columbia3rd
Patagonia4th
Norrøna5th- The North Face6th
Outdoor Research7th
Spyder–
Salomon–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Helly Hansen5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Arc'teryx4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Columbia4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- The North Face3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Patagonia3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Norrøna3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Outdoor Research3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Spyder0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Salomon0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about ski jackets
5 answers
Asked ChatGPT
“Which ski jacket brand should I buy?”
Asked ChatGPT
“What are the best ski jacket brands?”
Asked ChatGPT
“What's the best ski jacket brand for cold snowy conditions?”
Searched Google, AI Overview
“best ski jacket”
Searched Google, AI Overview
“waterproof ski jacket”
Brands are shown in the order each answer named them. The survey took place in the United States on October 19, 2026.
Is Helly Hansen or The North Face more popular in search?
This chart shows how often people search Google for Helly Hansen and The North Face by name. Each line represents a brand's share of searches for all nine ski jackets we track, month by month, from English-language searches worldwide.
Share of searches by month for The North Face, Helly Hansen. The figures are in the table below the chart.
View monthly share of searches table
| Month | The North Face | Patagonia | Arc'teryx | Helly Hansen | Spyder | Norrøna | Columbia | Outdoor Research | Salomon |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 44.6% | 27.2% | 18.2% | 5.5% | 1.5% | 1.1% | 1.1% | 0.6% | 0.18% |
| Nov 2025 | 49.8% | 22.4% | 18.3% | 5.5% | 1% | 0.9% | 1.3% | 0.6% | 0.14% |
| Dec 2025 | 47.6% | 21.4% | 21.4% | 5.2% | 1.2% | 0.86% | 1.3% | 0.71% | 0.18% |
| Jan 2026 | 44.7% | 24.6% | 20.1% | 6% | 1.4% | 1.2% | 0.99% | 0.66% | 0.25% |
| Feb 2026 | 41.7% | 28% | 18.7% | 5.6% | 1.5% | 2.1% | 1.1% | 0.92% | 0.27% |
| Mar 2026 | 37.7% | 33.7% | 18.4% | 4.5% | 1.8% | 1.7% | 1.1% | 0.75% | 0.32% |
| Apr 2026 | 34.6% | 34.9% | 19.1% | 4.7% | 2.3% | 1.7% | 1.4% | 0.94% | 0.37% |
| May 2026 | 38.9% | 32% | 17.5% | 5.3% | 2.5% | 1.3% | 1.3% | 0.87% | 0.33% |
| Jun 2026 | 35% | 35.2% | 19.3% | 4.7% | 1.8% | 1.2% | 1.4% | 0.95% | 0.36% |
| Jul 2026 | 39.6% | 32.6% | 17.8% | 4.4% | 1.7% | 1.3% | 1.3% | 0.88% | 0.34% |
| Aug 2026 | 39.5% | 29.6% | 19.7% | 4.9% | 1.9% | 1.8% | 1.5% | 0.8% | 0.38% |
| Sep 2026 | 40% | 26.9% | 22% | 5.4% | 1.7% | 1.6% | 1.3% | 0.73% | 0.29% |
How has the Helly Hansen and The North Face comparison changed over the last 12 months?
3 findings
- The North Face was ahead of Helly Hansen in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Helly Hansen’s share of searches among ski jackets worldwide moved from 5.5% to 5.4%, and its estimated monthly branded searches moved from 823K to 550K.
- Across the 12 months ending September 2026, The North Face’s share of searches among ski jackets worldwide moved from 44.6% to 40%, and its estimated monthly branded searches moved from 6.7M to 4.1M.
How did search popularity change for ski jackets worldwide in September 2026?
2 changes
In September 2026, Helly Hansen gained share of searches among ski jackets worldwide, from 4.9% to 5.4%.
Estimated monthly branded searches for The North Face worldwide fell 39.3% over 12 measured months, from 6.7M to 4.1M in September 2026.
How are branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using Helly Hansen’s and The North Face’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.
Helly Hansen
1 branded search term
- hellyhansen
The North Face
3 branded search terms
- north face
- the north face
- thenorthface
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