Brandwave

Football brands:Which brands are most popular in search?

Adidas and Nike share the highest estimated Share of Search among football brands worldwide, at 40.8% in August 2026. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Adidas40.8%
  2. Nike40.8%
  3. Puma18.3%
  4. Mitre0.02%
  5. Select<0.01%

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Share of SearchLeaderboard

Compare the football brands players buy. 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 football brands worldwide, by month

Share of Search by month for Adidas, Nike, Puma. The figures are in the table below the chart.

View monthly share of search table
MonthAdidasNikePumaMitreSelect
Oct 202537.3%45.9%16.8%0.01%<0.01%
Nov 202538.6%47.2%14.2%0.01%<0.01%
Dec 202538.6%47.2%14.2%0.01%<0.01%
Jan 202633.9%50.8%15.3%0.01%<0.01%
Feb 202637.3%45.9%16.8%<0.01%<0.01%
Mar 202637.5%45.7%16.8%0.01%<0.01%
Apr 202636%44.2%19.8%0.01%<0.01%
May 202637.5%37.5%25%0.01%<0.01%
Jun 202642.2%42.2%15.5%0.02%<0.01%
Jul 202642.2%42.2%15.5%0.02%<0.01%
Aug 202640.8%40.8%18.3%0.02%<0.01%
Sep 2026—————

This month’s ranking, August 2026

  1. 1.Adidas

    40.8%

    Held 1st. 20.4M estimated branded searches, 0% vs prior month. Share -1.4 points.

  2. 2.Nike

    40.8%

    Held 2nd. 20.4M estimated branded searches, 0% vs prior month. Share -1.4 points.

  3. 3.Puma

    18.3%

    Held 3rd. 9.1M estimated branded searches, +22.2% vs prior month. Share +2.8 points.

  4. 4.Mitre

    0.02%

    Held 4th. 8.1K estimated branded searches, -18.2% vs prior month. Share 0 points.

  5. 5.Select

    <0.01%

    Held 5th. 2.9K estimated branded searches, -19.4% vs prior month. Share 0 points.

Compare search popularity between leading brands

Which brand is most popular in search among football brands worldwide?

Adidas and Nike share the highest estimated Share of Search among football brands worldwide, at 40.8% in August 2026.

Global football brands, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Adidas37.3% → 40.8%42.2%Jun 202633.9%Jan 20262nd → 1st
Nike45.9% → 40.8%50.8%Jan 202637.5%May 20261st → 2nd
Puma16.8% → 18.3%25%May 202614.2%Dec 20253rd
Mitre0.01% → 0.02%0.02%Jul 2026<0.01%Feb 20264th
Select<0.01%<0.01%Feb 2026<0.01%Jan 20265th

Each finding as a sentence

  • Across the 11 months ending August 2026, Adidas’ estimated Share of Search among football brands worldwide increased from 37.3% to 40.8%.
  • Across the 11 months ending August 2026, Nike’s estimated Share of Search among football brands worldwide decreased from 45.9% to 40.8%.
  • Across the 11 months ending August 2026, Puma’s estimated Share of Search among football brands worldwide increased from 16.8% to 18.3%.
  • Across the 11 months ending August 2026, Adidas’ estimated Share of Search among football brands worldwide peaked at 42.2% in June 2026 and was lowest at 33.9% in January 2026.
  • Across the 11 months ending August 2026, Nike’s estimated Share of Search among football brands worldwide peaked at 50.8% in January 2026 and was lowest at 37.5% in May 2026.
  • Across the 11 months ending August 2026, Puma’s estimated Share of Search among football brands worldwide peaked at 25% in May 2026 and was lowest at 14.2% in December 2025.
  • Across the 11 months ending August 2026, Adidas rose from 2nd to 1st among football brands worldwide.
  • Across the 11 months ending August 2026, Nike fell from 1st to 2nd among football brands worldwide.
  • Across the 11 months ending August 2026, Mitre and Select held steady: their estimated Share of Search among football brands worldwide each moved less than 0.5 percentage points.

How did search popularity change for football brands worldwide in August 2026?

  1. In August 2026, Puma gained estimated Share of Search among football brands worldwide, from 15.5% to 18.3%.

  2. In August 2026, Adidas lost estimated Share of Search among football brands worldwide, from 42.2% to 40.8%.

  3. In August 2026, Nike lost estimated Share of Search among football brands worldwide, from 42.2% to 40.8%.

  4. Estimated monthly branded searches for Mitre worldwide rose 22.7% over 11 measured months, from 6.6K to 8.1K in August 2026.

  5. Estimated monthly branded searches for Select worldwide fell 19.4% over 11 measured months, from 3.6K to 2.9K in August 2026.

How the Brand Demand Index is measured

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