Brandwave

Thorogood vs Timberland:Which is more popular?

In September 2026, Timberland had more branded searches than Thorogood among steel toe boot brands worldwide. Timberland had about 2.2 million branded searches, while Thorogood had 110,000. Timberland made up 40.7% of all steel toe boot brand searches we track, and Thorogood accounted for 2%. When we asked ChatGPT and Google AI Overviews about steel toe boot brands, Thorogood appeared in all four answers and Timberland in three. Thorogood and Timberland were each mentioned first in two of the four answers.

Among steel toe boot brands worldwide in September 2026

Who do people search for more?

Timberland, about 20 searches for every 1 for Thorogood

Timberland 2.2M searchesThorogood 110K searches

Who does AI mention more?

Thorogood, mentioned in every answer we collected

Thorogood in 4 of 4Timberland in 3 of 4

Who does AI recommend more?

Each is named first in 2 of 4 answers.

Thorogood first in 2Timberland first in 2

Follow Thorogood vs Timberland and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

Top steel toe boot brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Thorogood appeared in all four answers. Timberland was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Thorogood and Timberland were each listed first in two of the four answers.

Most recommended by AI

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

  1. Thorogood1st
  2. Timberland2nd
  3. Red Wing3rd
  4. Wolverine4th
  5. KEEN5th
  6. Carhartt6th
  7. Caterpillar7th
  8. Ariat8th
  9. Dr. Martens–

Mentioned by AI

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

  • Thorogood4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Wolverine4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Timberland3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Red Wing3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • KEEN3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Ariat1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Carhartt1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Caterpillar1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Dr. Martens0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about steel toe boot brands

4 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 Thorogood or Timberland more popular in search?

This chart shows how often people search Google for Thorogood and Timberland by name. Each line represents a brand's share of searches for all nine steel toe boot brands we track, month by month, from English-language searches worldwide.

Thorogood and Timberland among steel toe boot brands worldwide, by month

Share of searches by month for Timberland, Thorogood. The figures are in the table below the chart.

View monthly share of searches table
MonthTimberlandDr. MartensAriatRed WingThorogoodWolverineKEENCarharttCaterpillar
Oct 202541.7%27.9%8.4%18.7%1.7%1.5%0.18%0.07%0.07%
Nov 202547.4%26%9.5%14.2%1.6%1.2%0.14%0.05%0.05%
Dec 202542.3%28.3%10.3%15.5%1.7%1.6%0.15%0.08%0.05%
Jan 202640%26.7%8%21.8%1.6%1.3%0.18%0.06%0.22%
Feb 202641.8%28%10.3%15.3%2.5%1.7%0.28%0.08%0.15%
Mar 202628.3%23.2%10.4%34.7%1.7%1.3%0.23%0.07%0.07%
Apr 202637.1%24.8%13.7%20.3%2.2%1.5%0.3%0.07%0.07%
May 202641.8%27.9%15.4%10.3%2.5%1.7%0.34%0.08%0.15%
Jun 202639.3%26.2%17.6%11.8%2.9%1.6%0.39%0.09%0.14%
Jul 202643.3%28.9%13%10.7%2.1%1.5%0.35%0.09%0.1%
Aug 202644.2%29.6%13.3%8.9%2.2%1.5%0.29%0.09%0.11%
Sep 202640.7%33.3%12.2%10%2%1.3%0.27%0.08%0.08%

How has the Thorogood and Timberland comparison changed over the last 12 months?

3 findings
  • Timberland was ahead of Thorogood in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Thorogood’s share of searches among steel toe boot brands worldwide moved from 1.7% to 2%, and its estimated monthly branded searches moved from 135K to 110K.
  • Across the 12 months ending September 2026, Timberland’s share of searches among steel toe boot brands worldwide moved from 41.7% to 40.7%, and its estimated monthly branded searches moved from 3.4M to 2.2M.

How did search popularity change for steel toe boot brands worldwide in September 2026?

2 changes

  1. In September 2026, Timberland lost share of searches among steel toe boot brands worldwide, from 44.2% to 40.7%.

  2. Estimated monthly branded searches for Thorogood worldwide fell 18.5% over 12 measured months, from 135K to 110K in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Thorogood’s and Timberland’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.

Thorogood

1 branded search term

  • thorogood boots

Timberland

1 branded search term

  • timberland

How the Brand Demand Index is measured

Other head-to-heads among steel toe boot brands

Creator with pink hair and a pink jacket

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.

Start free