Adidas vs HOKA:Which is more popular?
In September 2026, Adidas had more branded searches than HOKA among sneaker brands worldwide. Adidas had about 1.5 million branded searches, while HOKA had 1.1 million. Adidas made up 13.6% of all sneaker brand searches we track, and HOKA accounted for 10.2%. When we asked ChatGPT and Google AI Overviews about sneaker brands, Adidas appeared in all four answers and HOKA in three. Adidas was mentioned before HOKA in three out of four answers.
Who do people search for more?
Adidas, about 34% more searches than HOKA
Who does AI mention more?
Adidas, mentioned in every answer we collected
Who does AI recommend more?
Adidas, named ahead of HOKA in 3 of 4 answers
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Top sneaker brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Adidas appeared in all four answers. HOKA was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Adidas was listed before HOKA in three out of four answers.
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.
Nike4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers- Adidas4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
New Balance4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
ASICS4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
HOKA3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Converse3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Salomon2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Puma2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Reebok2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Vans1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers
See every answer about sneaker brands
4 answers
Asked ChatGPT
“Which sneaker brand should I buy?”
Asked ChatGPT
“What are the best sneaker brands?”
Asked ChatGPT
“What's the best sneaker brand for daily wear?”
Searched Google, AI Overview
“sneaker brands”
Searched Google, AI Overview
“casual shoes”
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 19, 2026.
Is Adidas or HOKA more popular in search?
This chart shows how often people search Google for Adidas and HOKA by name. Each line represents a brand's share of searches for all 12 sneaker brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Adidas, HOKA. The figures are in the table below the chart.
View monthly share of searches table
| Month | Nike | Adidas | Salomon | HOKA | New Balance | Puma | Converse | ASICS | Skechers | Vans | Reebok | Allbirds |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 23.8% | 14.6% | 6.8% | 11.3% | 11.1% | 9.2% | 3.6% | 7% | 6% | 3.4% | 2.7% | 0.59% |
| Nov 2025 | 25% | 14.6% | 6.1% | 11.6% | 11.1% | 7.9% | 3.8% | 7.2% | 5.2% | 4.3% | 2.7% | 0.63% |
| Dec 2025 | 24% | 13.8% | 5.9% | 11.6% | 11% | 9.1% | 3.7% | 7.1% | 6.1% | 4.2% | 3.1% | 0.51% |
| Jan 2026 | 23.2% | 13.5% | 8.4% | 11.3% | 10.5% | 8.9% | 3% | 7% | 7.2% | 3.4% | 3.1% | 0.5% |
| Feb 2026 | 22.4% | 13.2% | 7.9% | 12.6% | 10.1% | 8.6% | 3.4% | 7.7% | 6.7% | 3.8% | 2.9% | 0.56% |
| Mar 2026 | 22.4% | 13.8% | 8.2% | 12.6% | 10.2% | 9.2% | 3.4% | 6.8% | 5.7% | 3.8% | 3.1% | 0.69% |
| Apr 2026 | 20.6% | 13.1% | 8.8% | 13.5% | 9.7% | 8.2% | 3.6% | 7.1% | 6.2% | 3.5% | 3.3% | 2.4% |
| May 2026 | 20.5% | 13.1% | 8.7% | 13.5% | 10.9% | 8.1% | 3.7% | 7.1% | 6.1% | 4.1% | 3.3% | 0.74% |
| Jun 2026 | 20.3% | 12.5% | 8.6% | 11.5% | 13.5% | 9.5% | 3.2% | 7.3% | 6.2% | 3.5% | 3.3% | 0.62% |
| Jul 2026 | 22.1% | 13.6% | 8% | 10.3% | 13.4% | 8.6% | 3.4% | 7.6% | 5.6% | 3.8% | 3% | 0.46% |
| Aug 2026 | 21.3% | 13% | 9.5% | 12.1% | 9.8% | 8.8% | 4% | 7.7% | 5.4% | 4.5% | 3.4% | 0.44% |
| Sep 2026 | 18.9% | 13.6% | 12% | 10.2% | 10% | 9% | 6.9% | 6.5% | 5.6% | 3.9% | 3% | 0.45% |
Adidas and HOKA sell other things too, so only their searches that name this product count here, like “adidas shoes”.
How has the Adidas and HOKA comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending September 2026: HOKA took it in April 2026, Adidas took it in June 2026.
- Across the 12 months ending September 2026, Adidas’ share of searches among sneaker brands worldwide moved from 14.6% to 13.6%, and its estimated monthly branded searches held steady at 1.5M.
- Across the 12 months ending September 2026, HOKA’s share of searches among sneaker brands worldwide moved from 11.3% to 10.2%, and its estimated monthly branded searches moved from 1.2M to 1.1M.
How did search popularity change for sneaker brands worldwide in September 2026?
3 changes
In September 2026, Salomon overtook HOKA and New Balance to rank 3rd among sneaker brands worldwide, with 12% of the searches.
In September 2026, Adidas gained share of searches among sneaker brands worldwide, from 13% to 13.6%.
In September 2026, HOKA lost share of searches among sneaker brands worldwide, from 12.1% to 10.2%.
How are branded searches counted?
6 search terms
Brandwave collects information about searches that people make online using Adidas’ and HOKA’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.
Other head-to-heads among sneaker brands
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