Brandwave

DeNiro Boot Co. vs Shires:Which is more popular?

In September 2026, Shires had more branded searches than DeNiro Boot Co. among equestrian boots worldwide. Shires had about 5,400 branded searches, while DeNiro Boot Co. had 320. Shires made up 0.78% of all equestrian boot searches we track, and DeNiro Boot Co. accounted for 0.05%. When we asked ChatGPT and Google AI Overviews about equestrian boots, DeNiro Boot Co. appeared in two of the four answers and Shires in none.

Among equestrian boots worldwide in September 2026

Who do people search for more?

Shires, about 17 searches for every 1 for DeNiro Boot Co.

Shires 5.4K searchesDeNiro Boot Co. 320 searches

Who does AI mention more?

DeNiro Boot Co., mentioned in 2 of 4 answers, Shires in 0

DeNiro Boot Co. in 2 of 4Shires in 0 of 4

Who does AI recommend more?

DeNiro Boot Co., the only one of the two named

DeNiro Boot Co. first in 2Shires never named

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Top equestrian boots in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, DeNiro Boot Co. was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Shires 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. Ariat1st
  2. DeNiro Boot Co.2nd
  3. Mountain Horse3rd
  4. Parlanti4th
  5. Tredstep5th
  6. Shires–
  7. Dublin–
  8. Toggi–
  9. Sherwood–

Mentioned by AI

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

  • Ariat4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Mountain Horse3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Tredstep3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Parlanti2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • DeNiro Boot Co.2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Shires0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Dublin0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Toggi0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Sherwood0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about equestrian boots

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 20, 2026.

Is DeNiro Boot Co. or Shires more popular in search?

This chart shows how often people search Google for DeNiro Boot Co. and Shires by name. Each line represents a brand's share of searches for all nine equestrian boots we track, month by month, from English-language searches worldwide.

DeNiro Boot Co. and Shires among equestrian boots worldwide, by month

Share of searches by month for Shires, DeNiro Boot Co.. The figures are in the table below the chart.

View monthly share of searches table
MonthAriatMountain HorseShiresParlantiTredstepDeNiro Boot Co.DublinToggiSherwood
Oct 202596.7%1.7%0.95%0.34%0.13%0.04%0.08%0.02%<0.01%
Nov 202597.7%1.2%0.64%0.28%0.1%0.05%0.05%0.01%<0.01%
Dec 202598.1%0.97%0.53%0.24%0.09%0.02%0.04%<0.01%<0.01%
Jan 202697.2%1.4%0.78%0.35%0.14%0.03%0.06%0.01%<0.01%
Feb 202696.9%1.4%0.95%0.42%0.16%0.04%0.07%<0.01%<0.01%
Mar 202697.3%1.2%0.95%0.35%0.13%0.03%0.06%<0.01%<0.01%
Apr 202697.5%1.2%0.78%0.35%0.13%0.04%0.07%<0.01%<0.01%
May 202697.7%0.96%0.78%0.35%0.15%0.04%0.06%<0.01%<0.01%
Jun 202697.9%0.79%0.79%0.28%0.15%0.03%0.05%<0.01%<0.01%
Jul 202697.3%1.2%0.95%0.34%0.18%0.05%0.06%<0.01%<0.01%
Aug 202697.6%0.96%0.78%0.35%0.19%0.04%0.06%<0.01%<0.01%
Sep 202697.5%1.2%0.78%0.28%0.14%0.05%0.05%<0.01%<0.01%

How has the DeNiro Boot Co. and Shires comparison changed over the last 12 months?

3 findings
  • Shires was ahead of DeNiro Boot Co. in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, DeNiro Boot Co.’s share of searches among equestrian boots worldwide moved from 0.04% to 0.05%, and its estimated monthly branded searches moved from 260 to 320.
  • Across the 12 months ending September 2026, Shires’ share of searches among equestrian boots worldwide moved from 0.95% to 0.78%, and its estimated monthly branded searches moved from 6.6K to 5.4K.

How did search popularity change for equestrian boots worldwide in September 2026?

2 changes

  1. In September 2026, DeNiro Boot Co. rose from 7th to 6th among equestrian boots worldwide.

  2. Estimated monthly branded searches for Shires worldwide fell 18.2% over 12 measured months, from 6.6K to 5.4K in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using DeNiro Boot Co.’s and Shires’ 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.

DeNiro Boot Co.

1 branded search term

  • deniro boot co

Shires

1 branded search term

  • shires equestrian

How the Brand Demand Index is measured

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