Puma vs Select:Which is more popular by branded search?
In August 2026, Puma had more branded searches than Select among football brands worldwide. Puma was estimated to have 9.1M branded searches compared to Select’s 2.9K, and held an 18.3% Share of Search versus Select’s <0.01%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Puma or Select?
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 by month for Puma, Select. The figures are in the table below the chart.
View monthly share of search table
| Month | Adidas | Nike | Puma | Mitre | Select |
|---|---|---|---|---|---|
| Oct 2025 | 37.3% | 45.9% | 16.8% | 0.01% | <0.01% |
| Nov 2025 | 38.6% | 47.2% | 14.2% | 0.01% | <0.01% |
| Dec 2025 | 38.6% | 47.2% | 14.2% | 0.01% | <0.01% |
| Jan 2026 | 33.9% | 50.8% | 15.3% | 0.01% | <0.01% |
| Feb 2026 | 37.3% | 45.9% | 16.8% | <0.01% | <0.01% |
| Mar 2026 | 37.5% | 45.7% | 16.8% | 0.01% | <0.01% |
| Apr 2026 | 36% | 44.2% | 19.8% | 0.01% | <0.01% |
| May 2026 | 37.5% | 37.5% | 25% | 0.01% | <0.01% |
| Jun 2026 | 42.2% | 42.2% | 15.5% | 0.02% | <0.01% |
| Jul 2026 | 42.2% | 42.2% | 15.5% | 0.02% | <0.01% |
| Aug 2026 | 40.8% | 40.8% | 18.3% | 0.02% | <0.01% |
| Sep 2026 | — | — | — | — | — |
How has the Puma and Select comparison changed over the last 12 months?
3 findings
- Puma was ahead of Select in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Puma’s estimated Share of Search among football brands worldwide moved from 16.8% to 18.3%, and its estimated monthly branded searches moved from 7.5M to 9.1M.
- Across the 11 months ending August 2026, Select’s estimated Share of Search among football brands worldwide held steady at <0.01%, and its estimated monthly branded searches moved from 3.6K to 2.9K.
How did search popularity change for football brands worldwide in August 2026?
2 changes
In August 2026, Puma gained estimated Share of Search among football brands worldwide, from 15.5% to 18.3%.
Estimated monthly branded searches for Select worldwide fell 19.4% over 11 measured months, from 3.6K to 2.9K in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using Puma’s and Select’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.
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.