Brandwave

Darn Tough vs Hilly:Which is more popular?

In September 2026, Darn Tough had more branded searches than Hilly among running socks worldwide. Darn Tough had about 49,500 branded searches, while Hilly had 1,300. Darn Tough made up 16.6% of all running sock searches we track, and Hilly accounted for 0.44%. When we asked ChatGPT and Google AI Overviews about running socks, Darn Tough appeared in three of the four answers and Hilly in none.

Among running socks worldwide in September 2026

Who do people search for more?

Darn Tough, about 38 searches for every 1 for Hilly

Darn Tough 49.5K searchesHilly 1.3K searches

Who does AI mention more?

Darn Tough, mentioned in 3 of 4 answers, Hilly in 0

Darn Tough in 3 of 4Hilly in 0 of 4

Who does AI recommend more?

Darn Tough, the only one of the two named

Darn Tough first in 3Hilly never named

Follow Darn Tough vs Hilly and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

Top running socks in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Darn Tough was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Hilly did not appear in any of the four answers.

Most recommended by AI

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

  1. Feetures1st
  2. Balega2nd
  3. Swiftwick3rd
  4. Darn Tough4th
  5. Smartwool5th
  6. Injinji6th
  7. Stance–
  8. Hilly–

Mentioned by AI

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

  • Feetures4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Darn Tough3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Balega3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Swiftwick3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Injinji2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Smartwool1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Stance0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Hilly0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about running socks

4 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 Darn Tough or Hilly more popular in search?

This chart shows how often people search Google for Darn Tough and Hilly by name. Each line represents a brand's share of searches for all eight running socks we track, month by month, from English-language searches worldwide.

Darn Tough and Hilly among running socks worldwide, by month

Share of searches by month for Darn Tough, Hilly. The figures are in the table below the chart.

View monthly share of searches table
MonthSmartwoolStanceDarn ToughFeeturesBalegaInjinjiSwiftwickHilly
Oct 202537.9%20.8%13.9%13.9%6.2%4.2%2.8%0.36%
Nov 202537.5%20.6%16.7%13.8%6.2%2.8%2.3%0.29%
Dec 202541.8%22.9%15.3%10.3%5.6%2.1%1.7%0.26%
Jan 202645%16.6%16.6%11.1%5%3.3%2.2%0.36%
Feb 202641%18.4%15%12.3%6.7%3.7%2.5%0.49%
Mar 202628.6%23.4%15.6%15.6%8.6%4.7%3.1%0.5%
Apr 202623.4%23.4%15.6%19.1%8.6%5.7%3.8%0.5%
May 202623.4%23.4%15.6%19.1%8.6%5.7%3.8%0.5%
Jun 202622.4%27.3%15%18.3%8.2%5.5%3%0.39%
Jul 202624.7%20.2%16.5%20.2%9%4.9%4%0.43%
Aug 202628.3%18.9%15.5%18.9%8.5%5.7%3.8%0.41%
Sep 202630.3%20.3%16.6%16.6%7.4%5%3.3%0.44%

How has the Darn Tough and Hilly comparison changed over the last 12 months?

3 findings
  • Darn Tough was ahead of Hilly in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Darn Tough’s share of searches among running socks worldwide moved from 13.9% to 16.6%, and its estimated monthly branded searches held steady at 49.5K.
  • Across the 12 months ending September 2026, Hilly’s share of searches among running socks worldwide moved from 0.36% to 0.44%, and its estimated monthly branded searches held steady at 1.3K.

How did search popularity change for running socks worldwide in September 2026?

1 change

  1. In September 2026, Darn Tough overtook Feetures to rank 3rd among running socks worldwide, with 16.6% of the searches.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Darn Tough’s and Hilly’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.

Darn Tough

1 branded search term

  • darn tough

Hilly

1 branded search term

  • hilly socks

How the Brand Demand Index is measured

Other head-to-heads among running socks

Creator with pink hair and a pink jacket

Put your own brand in this comparison

Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.

Start free