Brandwave

ASICS vs Specialized:Which is more popular?

In September 2026, ASICS had more branded searches than Specialized among road shoes brands worldwide. ASICS had about 6.1 million branded searches, while Specialized had 1,000. ASICS made up 70% of all road shoes brand searches we track, and Specialized accounted for 0.01%. When we asked ChatGPT and Google AI Overviews about road shoes brands, ASICS appeared in two of the four answers and Specialized in one. ASICS was mentioned before Specialized in two out of three answers.

Among road shoes brands worldwide in September 2026

Who do people search for more?

ASICS, about 6120 searches for every 1 for Specialized

ASICS 6.1M searchesSpecialized 1K searches

Who does AI mention more?

ASICS, mentioned in 2 of 4 answers, Specialized in 1

ASICS in 2 of 4Specialized in 1 of 4

Who does AI recommend more?

ASICS, named ahead of Specialized in 2 of 3 answers

ASICS first in 2Specialized first in 1

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Top road shoes brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, ASICS was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Specialized was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. ASICS was listed before Specialized in two out of three answers.

Most recommended by AI

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

  1. ASICS1st
  2. HOKA2nd
  3. Sidi2nd
  4. Shimano4th
  5. Specialized5th

Mentioned by AI

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

  • ASICS2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • HOKA2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Shimano2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Sidi1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Specialized1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about road shoes brands

4 answers

  • Asked ChatGPT

    “Which road shoes brand should I buy?”

    1. 1ASICS
    2. 2HOKA

  • Asked ChatGPT

    “What are the best road shoes brands?”

    1. 1ASICS
    2. 2HOKA

  • Asked ChatGPT

    “What's the best road shoes brand for road cycling?”

    1. 1Sidi
    2. 2Shimano
    3. 3Specialized

  • Searched Google, AI Overview

    “cycling road shoes”

    1. 1Shimano

  • Searched Google, AI Overview

    “road bike shoes”

    Google showed no AI Overview for this search.

Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.

Is ASICS or Specialized more popular in search?

This chart shows how often people search Google for ASICS and Specialized by name. Each line represents a brand's share of searches for all five road shoes brands we track, month by month, from English-language searches worldwide.

ASICS and Specialized among road shoes brands worldwide, by month

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

View monthly share of searches table
MonthASICSHOKAShimanoSidiSpecialized
Oct 202566.2%29.7%4%0.12%<0.01%
Nov 202566.7%29.9%3.3%0.12%<0.01%
Dec 202566.7%29.9%3.3%0.11%<0.01%
Jan 202670.6%25.8%3.5%0.12%0.01%
Feb 202666.2%29.7%4%0.14%0.01%
Mar 202666.2%29.6%4%0.14%0.01%
Apr 202665.6%29.4%4.8%0.14%0.01%
May 202665.6%29.4%4.8%0.16%0.01%
Jun 202666.2%29.6%4%0.14%0.01%
Jul 202670%25.6%4.2%0.16%0.01%
Aug 202670.5%25.8%3.5%0.13%0.01%
Sep 202670%25.6%4.2%0.14%0.01%

How has the ASICS and Specialized comparison changed over the last 12 months?

3 findings
  • ASICS was ahead of Specialized in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, ASICS’s share of searches among road shoes brands worldwide moved from 66.2% to 70%, and its estimated monthly branded searches held steady at 6.1M.
  • Across the 12 months ending September 2026, Specialized’s share of searches among road shoes brands worldwide moved from <0.01% to 0.01%, and its estimated monthly branded searches moved from 880 to 1K.

How did search popularity change for road shoes brands worldwide in September 2026?

2 changes

  1. In September 2026, ASICS lost share of searches among road shoes brands worldwide, from 70.5% to 70%.

  2. Estimated monthly branded searches for Specialized worldwide rose 13.6% over 12 measured months, from 880 to 1K in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using ASICS’s and Specialized’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.

ASICS

1 branded search term

  • asics

Specialized

1 branded search term

  • specialized road shoes

How the Brand Demand Index is measured

Other head-to-heads among road shoes brands

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