Brandwave

Burton vs The North Face:Which is more popular?

In September 2026, The North Face had more branded searches than Burton among snow pants brands worldwide. The North Face had about 4.1 million branded searches, while Burton had 95,800. The North Face made up 38.3% of all snow pants brand searches we track, and Burton accounted for 0.9%. When we asked ChatGPT and Google AI Overviews about snow pants brands, Burton and The North Face each appeared in three of the five answers. The North Face was mentioned before Burton in three out of four answers.

Among snow pants brands worldwide in September 2026

Who do people search for more?

The North Face, about 42 searches for every 1 for Burton

The North Face 4.1M searchesBurton 95.8K searches

Who does AI mention more?

Both were mentioned in 3 of 5 answers.

Burton in 3 of 5The North Face in 3 of 5

Who does AI recommend more?

The North Face, named ahead of Burton in 3 of 4 answers

The North Face first in 3Burton first in 1

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Top snow pants brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Burton was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. The North Face was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. The North Face was listed before Burton in three out of four answers.

Most recommended by AI

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

  1. Patagonia1st
  2. The North Face2nd
  3. Arc'teryx3rd
  4. Burton4th
  5. Helly Hansen5th
  6. Outdoor Research6th
  7. Columbia7th
  8. Volcom8th
  9. Roxy–

Mentioned by AI

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

  • The North Face3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Patagonia3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Arc'teryx3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Columbia3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Burton3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Helly Hansen2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Volcom2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Outdoor Research2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Roxy0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about snow pants brands

5 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 21, 2026.

Is Burton or The North Face more popular in search?

This chart shows how often people search Google for Burton and The North Face by name. Each line represents a brand's share of searches for all nine snow pants brands we track, month by month, from English-language searches worldwide.

Burton and The North Face among snow pants brands worldwide, by month

Share of searches by month for The North Face, Burton. The figures are in the table below the chart.

View monthly share of searches table
MonthThe North FacePatagoniaArc'teryxHelly HansenRoxyVolcomColumbiaBurtonOutdoor Research
Oct 202543.3%26.4%17.7%5.3%2.9%1.6%1.3%0.82%0.59%
Nov 202548.1%21.6%17.7%5.3%2.4%1.3%1.9%1%0.58%
Dec 202545.3%20.4%20.4%5%2.7%1.5%2.2%1.7%0.67%
Jan 202642.2%23.2%19%5.7%3.8%1.7%1.7%2.1%0.62%
Feb 202639.9%26.8%17.9%5.4%3.6%1.6%1.3%2.5%0.88%
Mar 202635.9%32.1%17.6%4.3%5.3%1.9%1.1%1.1%0.71%
Apr 202632.8%33%18.1%4.4%6.6%2.4%1.1%0.63%0.89%
May 202637.2%30.6%16.7%5%6.1%2.2%0.83%0.48%0.83%
Jun 202632.9%33.2%18.2%4.5%6.7%2.4%0.73%0.53%0.9%
Jul 202637%30.4%16.7%4.1%7.5%2.2%0.67%0.58%0.82%
Aug 202637.9%28.4%19%4.7%5.7%2.1%0.77%0.79%0.77%
Sep 202638.3%25.8%21.1%5.2%5.2%1.9%1%0.9%0.7%

How has the Burton and The North Face comparison changed over the last 12 months?

3 findings
  • The North Face was ahead of Burton in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Burton’s share of searches among snow pants brands worldwide moved from 0.82% to 0.9%, and its estimated monthly branded searches moved from 127K to 95.8K.
  • Across the 12 months ending September 2026, The North Face’s share of searches among snow pants brands worldwide moved from 43.3% to 38.3%, and its estimated monthly branded searches moved from 6.7M to 4.1M.

How did search popularity change for snow pants brands worldwide in September 2026?

2 changes

  1. The North Face’s share of searches among snow pants brands worldwide has gained ground for 3 months in a row, from 32.9% to 38.3% in September 2026.

  2. In September 2026, Burton fell from 7th to 8th among snow pants brands worldwide.

How are branded searches counted?

9 search terms

Brandwave collects information about searches that people make online using Burton’s and The North Face’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.

Burton

6 branded search terms

  • burton boot
  • burton jacket
  • burton ski
  • burton snow
  • burton snowboard boot
  • burton snowboard boots

The North Face

3 branded search terms

  • north face
  • the north face
  • thenorthface

How the Brand Demand Index is measured

Other head-to-heads among snow pants brands

Creator with pink hair and a pink jacket

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