---
title: "Holderness & Bourne vs Under Armour: Which is searched more?"
description: "Is Holderness & Bourne or Under Armour more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Golf clothing brands set worldwide. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/global-en/compare/holderness-and-bourne-vs-under-armour"
publisher: "Brandwave"
---

# Holderness & Bourne vs Under Armour: Which is searched more?

Is Holderness & Bourne or Under Armour more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Golf clothing brands set worldwide. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Compared**: Holderness & Bourne and Under Armour
- **Competitive set**: Golf clothing brands
- **Market**: Global
- **Month measured**: Sep 2026
- **Holderness & Bourne Share of Search**: 4.4%
- **Under Armour Share of Search**: 0.89%

## Is Holderness & Bourne or Under Armour more popular in search?

- In September 2026, Holderness & Bourne had more branded searches than Under Armour among golf clothing brands worldwide. Holderness & Bourne had about 60,500 branded searches, while Under Armour had 12,100. Holderness & Bourne made up 4.4% of all golf clothing brand searches we track, and Under Armour accounted for 0.89%.
- Holderness & Bourne was ahead of Under Armour in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Holderness & Bourne’s share of searches among golf clothing brands worldwide moved from 5.9% to 4.4%, and its estimated monthly branded searches moved from 49.5K to 60.5K.
- Across the 12 months ending September 2026, Under Armour’s share of searches among golf clothing brands worldwide moved from 1.4% to 0.89%, and its estimated monthly branded searches held steady at 12.1K.

## Top golf clothing brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Under Armour was mentioned in four out of five: in all three ChatGPT answers and in one of the 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. Under Armour was listed before Holderness & Bourne in three out of four answers that named either.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Peter Millar | 1st | 3 of 3 | 2 of 2 | 5 of 5 |
| FootJoy | 2nd | 3 of 3 | 2 of 2 | 5 of 5 |
| Adidas | 3rd | 3 of 3 | 2 of 2 | 5 of 5 |
| Lululemon | 4th | 3 of 3 | 1 of 2 | 4 of 5 |
| Nike | 5th | 1 of 3 | 2 of 2 | 3 of 5 |
| Under Armour | 6th | 3 of 3 | 1 of 2 | 4 of 5 |
| Greyson Clothiers | 7th | 1 of 3 | 0 of 2 | 1 of 5 |
| Malbon Golf | 8th | 1 of 3 | 0 of 2 | 1 of 5 |
| Holderness & Bourne | 9th | 1 of 3 | 0 of 2 | 1 of 5 |
| TravisMathew | 10th | 1 of 3 | 0 of 2 | 1 of 5 |
| Rhoback | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Johnnie-O | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Galvin Green | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| J.Lindeberg | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Redvanly | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about golf clothing brands

- Asked ChatGPT "Which golf clothing brand should I buy?": 1. Peter Millar, 2. Lululemon, 3. FootJoy, 4. Under Armour, 5. Adidas
- Asked ChatGPT "What are the best golf clothing brands?": 1. Peter Millar, 2. Greyson Clothiers, 3. Malbon Golf, 4. FootJoy, 5. Lululemon, 6. Holderness & Bourne, 7. Nike, 8. TravisMathew, 9. Adidas, 10. Under Armour
- Asked ChatGPT "What's the best golf clothing brand for playing in hot weather?": 1. Under Armour, 2. Lululemon, 3. Adidas, 4. FootJoy, 5. Peter Millar
- Searched Google, AI Overview "golf apparel": 1. Nike, 2. Adidas, 3. Under Armour, 4. FootJoy, 5. Peter Millar
- Searched Google, AI Overview "golf clothes": 1. Nike, 2. Adidas, 3. FootJoy, 4. Peter Millar, 5. Lululemon

Not named in any answer: Rhoback, Johnnie-O, Galvin Green, J.Lindeberg and Redvanly.

Brands are listed in the order each answer named them. The answers were collected in the United States on October 25, 2026.

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

- In September 2026, Holderness & Bourne lost share of searches among golf clothing brands worldwide, from 5% to 4.4%.
- In September 2026, Under Armour rose from 14th to 13th among golf clothing brands worldwide.

## Month by month

| Month | Holderness & Bourne estimated searches | Holderness & Bourne Share of Search | Holderness & Bourne rank | Under Armour estimated searches | Under Armour Share of Search | Under Armour rank |
| --- | --- | --- | --- | --- | --- | --- |
| Oct 2025 | 49.5K | 5.9% | 6 | 12.1K | 1.4% | 13 |
| Nov 2025 | 60.5K | 4.6% | 6 | 12.1K | 0.92% | 13 |
| Dec 2025 | 60.5K | 5% | 6 | 9.9K | 0.82% | 14 |
| Jan 2026 | 40.5K | 4.4% | 6 | 9.9K | 1.1% | 13 |
| Feb 2026 | 40.5K | 5.3% | 6 | 9.9K | 1.3% | 14 |
| Mar 2026 | 60.5K | 5.8% | 6 | 14.8K | 1.4% | 13 |
| Apr 2026 | 74K | 5.7% | 6 | 18.1K | 1.4% | 13 |
| May 2026 | 74K | 6.1% | 6 | 18.1K | 1.5% | 13 |
| Jun 2026 | 74K | 5.8% | 6 | 12.1K | 0.94% | 14 |
| Jul 2026 | 60.5K | 5% | 6 | 12.1K | 0.99% | 13 |
| Aug 2026 | 74K | 5% | 6 | 12.1K | 0.83% | 14 |
| Sep 2026 | 60.5K | 4.4% | 6 | 12.1K | 0.89% | 13 |

## How each brand is measured

Brandwave collects information about searches that people make online using Holderness & Bourne’s and Under Armour’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**: Measured on the search term “holderness and bourne”.
- **Under Armour**: Measured on the search term “under armour golf”.

- [Holderness & Bourne profile](/demand/global-en/brands/holderness-and-bourne)
- [Under Armour profile](/demand/global-en/brands/under-armour)
- [All golf clothing brands worldwide](/demand/global-en/categories/golf-apparel-brands): The set both shares are measured inside, 15 brands.

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Is Holderness & Bourne or Under Armour more popular in search?

In September 2026, Holderness & Bourne had more branded searches than Under Armour among golf clothing brands worldwide. Holderness & Bourne had about 60,500 branded searches, while Under Armour had 12,100. Holderness & Bourne made up 4.4% of all golf clothing brand searches we track, and Under Armour accounted for 0.89%.

## Cite this page

Brandwave. "Holderness & Bourne vs Under Armour: Which is searched more?". https://gobrandwave.com/demand/global-en/compare/holderness-and-bourne-vs-under-armour

This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/holderness-and-bourne-vs-under-armour. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.