Brandwave

Holderness & Bourne vs Johnnie-O:Which is more popular?

In September 2026, Johnnie-O had more branded searches than Holderness & Bourne among golf clothing brands worldwide. Johnnie-O had about 110,000 branded searches, while Holderness & Bourne had 60,500. Johnnie-O made up 8.1% of all golf clothing brand searches we track, and Holderness & Bourne accounted for 4.4%. When we asked ChatGPT and Google AI Overviews about golf clothing brands, Holderness & Bourne appeared in one of the five answers and Johnnie-O in none.

Among golf clothing brands worldwide in September 2026

Who do people search for more?

Johnnie-O, about 82% more searches than Holderness & Bourne

Johnnie-O 110K searchesHolderness & Bourne 60.5K searches

Who does AI mention more?

Holderness & Bourne, mentioned in 1 of 5 answers, Johnnie-O in 0

Holderness & Bourne in 1 of 5Johnnie-O in 0 of 5

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Top golf clothing brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Holderness & Bourne was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Johnnie-O did not appear in any of the five answers.

Most recommended by AI

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

  1. Peter Millar1st
  2. FootJoy2nd
  3. Adidas3rd
  4. Lululemon4th
  5. Nike5th
  6. Under Armour6th
  7. Greyson Clothiers7th
  8. Malbon Golf8th
  9. Holderness & Bourne9th
  10. +2 more
  11. Johnnie-O–
  12. +3 more

Mentioned by AI

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

  • Peter Millar5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Adidas5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • FootJoy5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Lululemon4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Under Armour4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Nike3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Malbon Golf1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • TravisMathew1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Holderness & Bourne1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Johnnie-O0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+5 more

See every answer about golf clothing 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 25, 2026.

Is Holderness & Bourne or Johnnie-O more popular in search?

This chart shows how often people search Google for Holderness & Bourne and Johnnie-O by name. Each line represents a brand's share of searches for all 15 golf clothing brands we track, month by month, from English-language searches worldwide.

Holderness & Bourne and Johnnie-O among golf clothing brands worldwide, by month

Share of searches by month for Johnnie-O, Holderness & Bourne. The figures are in the table below the chart.

View monthly share of searches table
MonthPeter MillarRhobackJohnnie-OMalbon GolfTravisMathewHolderness & BourneGreyson ClothiersNikeGalvin GreenJ.LindebergLululemonRedvanlyUnder ArmourAdidasFootJoy
Oct 202529.3%19.6%7.2%8.8%13.1%5.9%3.4%2.6%1.8%1.4%1.2%1.8%1.4%1.8%0.64%
Nov 202527.9%27.9%6.9%8.3%12.5%4.6%2.7%2.5%1.4%1.1%0.75%1.4%0.92%0.92%0.41%
Dec 202530.4%20.3%9.1%9.1%13.6%5%2.8%2.7%1.2%1%0.82%1.5%0.82%1.2%0.54%
Jan 202640%14.7%8%8%12%4.4%3%2.4%1.3%1.1%1.3%1.3%1.1%0.72%0.59%
Feb 202632.1%14.3%7.9%9.6%14.3%5.3%3.2%4.3%1.3%1.3%1.3%1.6%1.3%1.6%0.57%
Mar 202629%15.9%8.7%10.6%13%5.8%2.9%3.9%1.2%1.4%1.4%1.7%1.4%2.1%0.95%
Apr 202634.4%12.6%6.9%12.6%10.3%5.7%2.8%4.6%0.93%1.7%1.7%1.4%1.4%2.1%0.76%
May 202630.5%13.7%7.5%11.2%13.7%6.1%3.2%4.1%1%1.5%1.8%1.5%1.5%1.8%0.82%
Jun 202628.7%19.2%8.6%10.5%12.8%5.8%2.5%3.9%0.94%1.4%1.4%1.4%0.94%1.4%0.63%
Jul 202636.9%11.1%11.1%11.1%11.1%5%2.6%3.3%0.81%1.5%1.5%1.5%0.99%0.99%0.66%
Aug 202645.9%13.7%6.2%9.2%9.2%5%2.2%1.8%0.83%1.2%1.2%1.2%0.83%0.83%0.55%
Sep 202649.3%12.1%8.1%8.1%8.1%4.4%2.2%1.6%1.1%1.1%1.1%1.1%0.89%0.59%0.4%

How has the Holderness & Bourne and Johnnie-O comparison changed over the last 12 months?

3 findings

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

2 changes

  1. In September 2026, Johnnie-O overtook Malbon Golf and TravisMathew to rank 3rd among golf clothing brands worldwide, with 8.1% of the searches.

  2. In September 2026, Holderness & Bourne lost share of searches among golf clothing brands worldwide, from 5% to 4.4%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Holderness & Bourne’s and Johnnie-O’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.

Holderness & Bourne

1 branded search term

  • holderness and bourne

Johnnie-O

1 branded search term

  • johnnie o

How the Brand Demand Index is measured

Other head-to-heads among golf clothing brands

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