Brandwave

GORUCK vs The North Face:Which is more popular?

In September 2026, The North Face had more branded searches than GORUCK among backpack brands worldwide. The North Face had about 4.1 million branded searches, while GORUCK had 60,500. The North Face made up 65.9% of all backpack brand searches we track, and GORUCK accounted for 0.98%. When we asked ChatGPT and Google AI Overviews about backpack brands, The North Face appeared in four of the five answers and GORUCK in two. The North Face was mentioned before GORUCK in four out of five answers.

Among backpack brands worldwide in September 2026

Who do people search for more?

The North Face, about 67 searches for every 1 for GORUCK

The North Face 4.1M searchesGORUCK 60.5K searches

Who does AI mention more?

The North Face, mentioned in 4 of 5 answers, GORUCK in 2

The North Face in 4 of 5GORUCK in 2 of 5

Who does AI recommend more?

The North Face, named ahead of GORUCK in 4 of 5 answers

The North Face first in 4GORUCK first in 1

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Top backpack brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, The North Face was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. GORUCK was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. The North Face was listed before GORUCK in four out of five answers.

Most recommended by AI

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

  1. Aer1st
  2. Osprey2nd
  3. The North Face3rd
  4. JanSport4th
  5. Bellroy5th
  6. Peak Design6th
  7. GORUCK7th
  8. Fjällräven8th
  9. Herschel9th
  10. Deuter10th
  11. +1 more

Mentioned by AI

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

  • Osprey5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Aer5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • The North Face4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • JanSport3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Herschel3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Fjällräven2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bellroy2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Peak Design2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • GORUCK2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Deuter2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+1 more

See every answer about backpack 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 GORUCK or The North Face more popular in search?

This chart shows how often people search Google for GORUCK and The North Face by name. Each line represents a brand's share of searches for all 11 backpack brands we track, month by month, from English-language searches worldwide.

GORUCK and The North Face among backpack brands worldwide, by month

Share of searches by month for The North Face, GORUCK. The figures are in the table below the chart.

View monthly share of searches table
MonthThe North FaceFjällrävenJanSportHerschelBellroyPeak DesignOspreyGORUCKAerNOMATICDeuter
Oct 202578.4%7.9%3.5%2.5%2.4%2.4%1.3%0.87%0.32%0.32%0.21%
Nov 202582.1%7.4%2.4%1.9%1.8%1.8%1%0.81%0.3%0.2%0.13%
Dec 202580.9%7.3%2.9%2.3%2.2%1.8%1.2%0.66%0.24%0.24%0.13%
Jan 202678.5%7.1%4.3%2.9%2.1%2.1%1.4%0.78%0.29%0.29%0.19%
Feb 202674%8.2%5.7%3.1%2.5%2.5%2%1.1%0.4%0.4%0.22%
Mar 202667.3%9.9%6.6%3.9%3.6%3.6%2.5%1.3%0.6%0.4%0.33%
Apr 202662.4%10.3%7.6%4.9%4.6%3.8%3.2%1.7%0.62%0.51%0.42%
May 202663.9%10.5%7.7%4.1%3.9%3.9%3.2%1.4%0.63%0.43%0.35%
Jun 202657.2%9.5%12.9%5.4%4.2%4.2%3.5%1.6%0.7%0.47%0.38%
Jul 202651.5%8.5%24%5.3%3.1%2.6%2.6%1.4%0.51%0.28%0.34%
Aug 202650%9.2%22.9%6.9%3.4%2.7%2.8%1%0.55%0.3%0.3%
Sep 202665.9%10.9%7.2%4.6%3.3%3.3%2.7%0.98%0.54%0.36%0.29%

How has the GORUCK and The North Face comparison changed over the last 12 months?

3 findings
  • The North Face was ahead of GORUCK in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, GORUCK’s share of searches among backpack brands worldwide moved from 0.87% to 0.98%, and its estimated monthly branded searches moved from 74K to 60.5K.
  • Across the 12 months ending September 2026, The North Face’s share of searches among backpack brands worldwide moved from 78.4% to 65.9%, and its estimated monthly branded searches moved from 6.7M to 4.1M.

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

2 changes

  1. In September 2026, The North Face gained share of searches among backpack brands worldwide, from 50% to 65.9%.

  2. GORUCK’s share of searches among backpack brands worldwide has lost ground for 3 months in a row, from 1.6% to 0.98% in September 2026.

How are branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using GORUCK’s and The North Face’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.

GORUCK

1 branded search term

  • goruck

The North Face

3 branded search terms

  • north face
  • the north face
  • thenorthface

How the Brand Demand Index is measured

Other head-to-heads among backpack brands

Creator with pink hair and a pink jacket

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