Brandwave

Columbia vs Outdoor Research:Which is more popular?

In September 2026, Columbia had more branded searches than Outdoor Research among waterproof jacket brands worldwide. Columbia had about 245,000 branded searches, while Outdoor Research had 74,000. Columbia made up 2% of all waterproof jacket brand searches we track, and Outdoor Research accounted for 0.62%. When we asked ChatGPT and Google AI Overviews about waterproof jacket brands, Columbia appeared in four of the five answers and Outdoor Research in three. Outdoor Research was mentioned before Columbia in three out of five answers.

Among waterproof jacket brands worldwide in September 2026

Who do people search for more?

Columbia, about 3 searches for every 1 for Outdoor Research

Columbia 245K searchesOutdoor Research 74K searches

Who does AI mention more?

Columbia, mentioned in 4 of 5 answers, Outdoor Research in 3

Columbia in 4 of 5Outdoor Research in 3 of 5

Who does AI recommend more?

Outdoor Research, named ahead of Columbia in 3 of 5 answers

Outdoor Research first in 3Columbia first in 2

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Top waterproof jacket brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Columbia was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Outdoor Research was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Outdoor Research was listed before Columbia in three out of five answers.

Most recommended by AI

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

  1. Patagonia1st
  2. Arc'teryx2nd
  3. Columbia3rd
  4. Outdoor Research4th
  5. Helly Hansen5th
  6. The North Face6th
  7. Rab7th
  8. Barbour–
  9. Carhartt–

Mentioned by AI

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

  • Patagonia5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Arc'teryx4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Columbia4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Outdoor Research3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • The North Face2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Helly Hansen2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Rab1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Barbour0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Carhartt0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about waterproof jacket 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 19, 2026.

Is Columbia or Outdoor Research more popular in search?

This chart shows how often people search Google for Columbia and Outdoor Research by name. Each line represents a brand's share of searches for all nine waterproof jacket brands we track, month by month, from English-language searches worldwide.

Columbia and Outdoor Research among waterproof jacket brands worldwide, by month

Share of searches by month for Columbia, Outdoor Research. The figures are in the table below the chart.

View monthly share of searches table
MonthThe North FacePatagoniaArc'teryxBarbourHelly HansenCarharttRabColumbiaOutdoor Research
Oct 202537.7%23%15.4%10.3%4.6%4.6%1.7%2.1%0.51%
Nov 202542.7%19.2%15.7%7%4.7%5.8%1.4%2.9%0.52%
Dec 202540%18%18%8.1%4.4%6.6%1.3%3.1%0.59%
Jan 202639.4%21.7%17.8%6.5%5.3%4.4%2%2.5%0.58%
Feb 202637.5%25.2%16.8%6.2%5.1%3.4%2.8%2.3%0.83%
Mar 202633.2%29.7%16.2%8.9%4%2.7%2.7%2%0.66%
Apr 202630.5%30.7%16.8%9.2%4.1%2.3%3.4%2.2%0.83%
May 202635.4%29.1%15.9%7.1%4.8%1.8%3.2%2%0.79%
Jun 202632%32.3%17.7%5.3%4.3%1.9%3.5%2%0.87%
Jul 202636.3%29.9%16.4%4.9%4%1.8%4%1.9%0.81%
Aug 202635.2%26.3%17.6%7.9%4.3%2.4%3.5%2%0.71%
Sep 202634%22.9%18.7%10.2%4.6%3.8%3.1%2%0.62%

How has the Columbia and Outdoor Research comparison changed over the last 12 months?

3 findings

How did search popularity change for waterproof jacket brands worldwide in September 2026?

2 changes

  1. Estimated monthly branded searches for Columbia worldwide fell 33.1% over 12 measured months, from 366K to 245K in September 2026.

  2. Estimated monthly branded searches for Outdoor Research worldwide fell 18.2% over 12 measured months, from 90.5K to 74K in September 2026.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Columbia’s and Outdoor Research’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.

Columbia

2 branded search terms

  • columbia jacket
  • columbia sportswear

Outdoor Research

1 branded search term

  • outdoor research

How the Brand Demand Index is measured

Other head-to-heads among waterproof jacket brands

Creator with pink hair and a pink jacket

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