Brandwave

Fjällräven vs Nike:Which is more popular?

In September 2026, Nike had more branded searches than Fjällräven among school bags worldwide. Nike had about 24.3 million branded searches, while Fjällräven had 673,000. Nike made up 73.4% of all school bag searches we track, and Fjällräven accounted for 2%. When we asked ChatGPT and Google AI Overviews about school bags, Fjällräven and Nike each appeared in three of the five answers. Fjällräven and Nike were each mentioned first in two of the four answers that named either.

Among school bags worldwide in September 2026

Who do people search for more?

Nike, about 36 searches for every 1 for Fjällräven

Nike 24.3M searchesFjällräven 673K searches

Who does AI mention more?

Both were mentioned in 3 of 5 answers.

Fjällräven in 3 of 5Nike in 3 of 5

Who does AI recommend more?

Each is named first in 2 of 4 answers.

Fjällräven first in 2Nike first in 2

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Top school bags in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Fjällräven and Nike were each mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Fjällräven and Nike were each listed first in two of the four answers that named either.

Most recommended by AI

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

  1. JanSport1st
  2. The North Face2nd
  3. Herschel3rd
  4. Nike4th
  5. Fjällräven5th
  6. Under Armour6th
  7. Smiggle–
  8. Eastpak–

Mentioned by AI

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

  • The North Face5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • JanSport5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Herschel5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Nike3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Fjällräven3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Under Armour1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Smiggle0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Eastpak0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about school bags

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 Fjällräven or Nike more popular in search?

This chart shows how often people search Google for Fjällräven and Nike by name. Each line represents a brand's share of searches for all eight school bags we track, month by month, from English-language searches worldwide.

Fjällräven and Nike among school bags worldwide, by month

Share of searches by month for Nike, Fjällräven. The figures are in the table below the chart.

View monthly share of searches table
MonthNikeThe North FaceUnder ArmourFjällrävenSmiggleJanSportHerschelEastpak
Oct 202567.3%18.1%11%1.8%0.81%0.45%0.44%0.05%
Nov 202566.7%20.6%9.3%1.9%0.83%0.31%0.37%0.03%
Dec 202566.3%19.6%10.8%1.8%0.79%0.36%0.43%0.04%
Jan 202669%17.6%9.7%1.6%1.1%0.58%0.45%0.04%
Feb 202671.8%14.7%9.9%1.6%0.73%0.73%0.46%0.04%
Mar 202676.9%9.6%10.5%1.4%0.63%0.51%0.41%0.05%
Apr 202677.6%8.6%10.6%1.4%0.78%0.52%0.5%0.05%
May 202675.7%10.2%10.3%1.7%0.93%0.62%0.5%0.06%
Jun 202676.9%8.6%10.6%1.4%1.2%0.78%0.53%0.06%
Jul 202674.5%10.1%10.1%1.7%1.4%1.7%0.6%0.08%
Aug 202673.2%10.7%9.8%2%1.3%2%0.84%0.15%
Sep 202673.4%12.3%10.1%2%0.91%0.61%0.58%0.08%

How has the Fjällräven and Nike comparison changed over the last 12 months?

3 findings
  • Nike was ahead of Fjällräven in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Fjällräven’s share of searches among school bags worldwide moved from 1.8% to 2%, and its estimated monthly branded searches held steady at 673K.
  • Across the 12 months ending September 2026, Nike’s share of searches among school bags worldwide moved from 67.3% to 73.4%, and its estimated monthly branded searches moved from 24.9M to 24.3M.

How did search popularity change for school bags worldwide in September 2026?

1 change

  1. Fjällräven’s share of searches among school bags worldwide has gained ground for 3 months in a row, from 1.4% to 2% in September 2026.

How are branded searches counted?

5 search terms

Brandwave collects information about searches that people make online using Fjällräven’s and Nike’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.

Fjällräven

1 branded search term

  • fjallraven

Nike

4 branded search terms

  • nike
  • nike air max
  • nike shoes
  • nike shox

How the Brand Demand Index is measured

Other head-to-heads among school bags

Creator with pink hair and a pink jacket

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