Columbia vs Smartwool:Which is searched more?
In September 2026, Columbia had more branded searches than Smartwool among base layer brands worldwide. Columbia had about 245,000 branded searches, while Smartwool had 90,500. Columbia made up 6.2% of all base layer brand searches we track, and Smartwool accounted for 2.3%. These are worldwide searches for English-language branded terms.
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Is Columbia or Smartwool more popular in search?
Compare the base layer brands people buy. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.
Share of searches by month for Columbia, Smartwool. The figures are in the table below the chart.
View monthly share of searches table
| Month | Patagonia | Ariat | Columbia | Castelli | First Lite | Smartwool | Burton | Carhartt |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 73.6% | 12.1% | 6.6% | 2.4% | 2.4% | 2.4% | 0.4% | 0.02% |
| Nov 2025 | 67.8% | 13.6% | 10.2% | 1.8% | 2.7% | 3.3% | 0.55% | 0.03% |
| Dec 2025 | 64.2% | 15.7% | 10.9% | 1.7% | 1.7% | 4.7% | 0.95% | 0.05% |
| Jan 2026 | 71.9% | 11.8% | 8.2% | 2.4% | 1.1% | 3.5% | 1.1% | 0.03% |
| Feb 2026 | 73.6% | 12.1% | 6.6% | 3% | 1.1% | 3% | 0.73% | 0.01% |
| Mar 2026 | 74.1% | 14.9% | 4.9% | 3% | 0.9% | 2% | 0.27% | <0.01% |
| Apr 2026 | 70.3% | 17.3% | 5.1% | 4.2% | 1% | 1.9% | 0.14% | <0.01% |
| May 2026 | 70.4% | 17.3% | 4.7% | 4.2% | 1.3% | 1.9% | 0.11% | <0.01% |
| Jun 2026 | 71.4% | 17.5% | 4.4% | 3.5% | 1.1% | 1.9% | 0.11% | <0.01% |
| Jul 2026 | 73.6% | 14.8% | 4.6% | 3.6% | 1.3% | 2% | 0.14% | <0.01% |
| Aug 2026 | 68.6% | 16.8% | 5.2% | 4.1% | 2.8% | 2.3% | 0.2% | <0.01% |
| Sep 2026 | 69.2% | 17% | 6.2% | 2.8% | 2.3% | 2.3% | 0.31% | <0.01% |
How has the Columbia and Smartwool comparison changed over the last 12 months?
3 findings
- Columbia was ahead of Smartwool in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Columbia’s share of searches among base layer brands worldwide moved from 6.6% to 6.2%, and its estimated monthly branded searches moved from 366K to 245K.
- Across the 12 months ending September 2026, Smartwool’s share of searches among base layer brands worldwide moved from 2.4% to 2.3%, and its estimated monthly branded searches moved from 135K to 90.5K.
How did search popularity change for base layer brands worldwide in September 2026?
2 changes
In September 2026, Columbia gained share of searches among base layer brands worldwide, from 5.2% to 6.2%.
Estimated monthly branded searches for Smartwool worldwide fell 33% over 12 measured months, from 135K to 90.5K in September 2026.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Columbia’s and Smartwool’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.
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