HOKA vs New Balance:Which is more popular?
In September 2026, HOKA and New Balance were level in searches among walking shoe brands worldwide, with an estimated 22.2K branded searches each, at 19.7% of the total each. When we asked ChatGPT and Google AI Overviews about walking shoe brands, both HOKA and New Balance appeared in all five answers. HOKA was mentioned before New Balance in every answer.
Who do people search for more?
HOKA and New Balance are searched for about as often as each other.
Who does AI mention more?
Both are mentioned in every answer we collected.
Who does AI recommend more?
HOKA, named ahead of New Balance in every answer
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Top walking shoe brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, both HOKA and New Balance showed up in all five answers. HOKA was listed before New Balance in every answer.
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.
- HOKA5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
New Balance5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Brooks5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
ASICS4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Skechers3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
On2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Saucony1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Merrell0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Clarks0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Ryka0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about walking shoe brands
5 answers
Asked ChatGPT
“Which walking shoes should I buy?”
Asked ChatGPT
“What are the best walking shoe brands?”
Asked ChatGPT
“What are the best walking shoes for plantar fasciitis?”
Searched Google, AI Overview
“walking shoes”
Searched Google, AI Overview
“best walking shoes”
Brands are shown in the order each answer named them. The survey took place in the United States on October 25, 2026.
Is HOKA or New Balance more popular in search?
This chart shows how often people search Google for HOKA and New Balance by name. Each line represents a brand's share of searches for all 11 walking shoe brands we track, month by month, from English-language searches worldwide.
Share of searches by month for HOKA, New Balance. The figures are in the table below the chart.
View monthly share of searches table
| Month | HOKA | New Balance | Skechers | ASICS | Brooks | Merrell | On | Clarks | Ryka | Saucony | Vionic |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 20.6% | 20.6% | 16.8% | 9.2% | 11.2% | 9.2% | 5% | 1.8% | 2.7% | 1.8% | 1.2% |
| Nov 2025 | 20.7% | 20.7% | 13.8% | 11.3% | 11.3% | 11.3% | 5% | 1.5% | 2.2% | 1.5% | 0.93% |
| Dec 2025 | 22.8% | 18.6% | 15.2% | 12.4% | 10.2% | 10.2% | 5.5% | 1.3% | 1.6% | 1.3% | 0.9% |
| Jan 2026 | 21% | 21% | 14% | 11.4% | 9.4% | 11.4% | 5.1% | 1.8% | 1.8% | 1.5% | 1.5% |
| Feb 2026 | 19.8% | 19.8% | 13.2% | 13.2% | 10.8% | 10.8% | 4.8% | 2.1% | 2.1% | 1.7% | 1.7% |
| Mar 2026 | 21.5% | 21.5% | 14.4% | 11.7% | 11.7% | 7.9% | 4.3% | 1.9% | 1.9% | 1.9% | 1.3% |
| Apr 2026 | 24.6% | 20.1% | 13.4% | 11% | 11% | 7.3% | 4.9% | 1.8% | 2.7% | 1.8% | 1.4% |
| May 2026 | 22.4% | 18.3% | 14.9% | 10% | 12.2% | 10% | 4.5% | 2% | 2.4% | 2% | 1.3% |
| Jun 2026 | 20.8% | 20.8% | 13.9% | 11.3% | 11.3% | 9.3% | 5.1% | 1.8% | 2.7% | 1.8% | 1.2% |
| Jul 2026 | 18.5% | 22.6% | 15.1% | 12.3% | 10.1% | 8.3% | 5.5% | 1.9% | 2.4% | 1.9% | 1.3% |
| Aug 2026 | 18.1% | 22.1% | 14.7% | 12.1% | 12.1% | 8.1% | 5.4% | 2% | 2.4% | 2% | 1.3% |
| Sep 2026 | 19.7% | 19.7% | 16.1% | 13.1% | 10.7% | 8.8% | 4.8% | 2.1% | 2.1% | 1.7% | 1.2% |
HOKA and New Balance sell other things too, so only their searches that name this product count here, like “hoka walking shoes”.
How has the HOKA and New Balance comparison changed over the last 12 months?
3 findings
- The lead changed hands once in the 12 months ending September 2026: New Balance took it in July 2026.
- Across the 12 months ending September 2026, HOKA’s share of searches among walking shoe brands worldwide moved from 20.6% to 19.7%, and its estimated monthly branded searches held steady at 22.2K.
- Across the 12 months ending September 2026, New Balance’s share of searches among walking shoe brands worldwide moved from 20.6% to 19.7%, and its estimated monthly branded searches held steady at 22.2K.
How did search popularity change for walking shoe brands worldwide in September 2026?
2 changes
In September 2026, HOKA overtook New Balance to become the leader among walking shoe brands worldwide, with 19.7% of the searches.
In September 2026, New Balance lost share of searches among walking shoe brands worldwide, from 22.1% to 19.7%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using HOKA’s and New Balance’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.
HOKA
1 branded search term
- hoka walking shoes
New Balance
1 branded search term
- new balance walking shoes
Other head-to-heads among walking shoe brands
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