Ariat vs Thorogood:Which is more popular?
In September 2026, Ariat had more branded searches than Thorogood among steel toe boot brands worldwide. Ariat had about 673,000 branded searches, while Thorogood had 110,000. Ariat made up 12.2% 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 Ariat in one. Thorogood was mentioned before Ariat in every answer.
Who do people search for more?
Ariat, about 6 searches for every 1 for Thorogood
Who does AI mention more?
Thorogood, mentioned in every answer we collected
Who does AI recommend more?
Thorogood, named ahead of Ariat in every answer
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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. Ariat was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Thorogood was listed before Ariat in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Thorogood1st
Timberland2nd
Red Wing3rd
Wolverine4th
KEEN5th
Carhartt6th
Caterpillar7th- Ariat8th
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
Asked ChatGPT
“Which steel toe boot brand should I buy?”
Asked ChatGPT
“What are the best steel toe boot brands?”
Asked ChatGPT
“What's the best steel toe boot brand for worksite safety?”
Searched Google, AI Overview
“best steel toe boots”
Searched Google, AI Overview
“work boots steel toe”
Google showed no AI Overview for this search.
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 Ariat or Thorogood more popular in search?
This chart shows how often people search Google for Ariat and Thorogood 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.
Share of searches by month for Ariat, Thorogood. The figures are in the table below the chart.
View monthly share of searches table
| Month | Timberland | Dr. Martens | Ariat | Red Wing | Thorogood | Wolverine | KEEN | Carhartt | Caterpillar |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 41.7% | 27.9% | 8.4% | 18.7% | 1.7% | 1.5% | 0.18% | 0.07% | 0.07% |
| Nov 2025 | 47.4% | 26% | 9.5% | 14.2% | 1.6% | 1.2% | 0.14% | 0.05% | 0.05% |
| Dec 2025 | 42.3% | 28.3% | 10.3% | 15.5% | 1.7% | 1.6% | 0.15% | 0.08% | 0.05% |
| Jan 2026 | 40% | 26.7% | 8% | 21.8% | 1.6% | 1.3% | 0.18% | 0.06% | 0.22% |
| Feb 2026 | 41.8% | 28% | 10.3% | 15.3% | 2.5% | 1.7% | 0.28% | 0.08% | 0.15% |
| Mar 2026 | 28.3% | 23.2% | 10.4% | 34.7% | 1.7% | 1.3% | 0.23% | 0.07% | 0.07% |
| Apr 2026 | 37.1% | 24.8% | 13.7% | 20.3% | 2.2% | 1.5% | 0.3% | 0.07% | 0.07% |
| May 2026 | 41.8% | 27.9% | 15.4% | 10.3% | 2.5% | 1.7% | 0.34% | 0.08% | 0.15% |
| Jun 2026 | 39.3% | 26.2% | 17.6% | 11.8% | 2.9% | 1.6% | 0.39% | 0.09% | 0.14% |
| Jul 2026 | 43.3% | 28.9% | 13% | 10.7% | 2.1% | 1.5% | 0.35% | 0.09% | 0.1% |
| Aug 2026 | 44.2% | 29.6% | 13.3% | 8.9% | 2.2% | 1.5% | 0.29% | 0.09% | 0.11% |
| Sep 2026 | 40.7% | 33.3% | 12.2% | 10% | 2% | 1.3% | 0.27% | 0.08% | 0.08% |
How has the Ariat and Thorogood comparison changed over the last 12 months?
3 findings
- Ariat was ahead of Thorogood in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Ariat’s share of searches among steel toe boot brands worldwide moved from 8.4% to 12.2%, and its estimated monthly branded searches held steady at 673K.
- 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.
How did search popularity change for steel toe boot brands worldwide in September 2026?
2 changes
In September 2026, Ariat lost share of searches among steel toe boot brands worldwide, from 13.3% to 12.2%.
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 Ariat’s and Thorogood’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 steel toe boot brands
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