--- title: "Icebreaker vs Outdoor Research: Which is searched more?" description: "Is Icebreaker or Outdoor Research more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Outdoor 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/icebreaker-vs-outdoor-research" publisher: "Brandwave" --- # Icebreaker vs Outdoor Research: Which is searched more? Is Icebreaker or Outdoor Research more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Outdoor 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**: Icebreaker and Outdoor Research - **Competitive set**: Outdoor clothing brands - **Market**: Global - **Month measured**: Sep 2026 - **Icebreaker Share of Search**: 0.16% - **Outdoor Research Share of Search**: 0.67% ## Is Icebreaker or Outdoor Research more popular in search? - In September 2026, Outdoor Research had more branded searches than Icebreaker among outdoor clothing brands worldwide. Outdoor Research had about 74,000 branded searches, while Icebreaker had 18,100. Outdoor Research made up 0.67% of all outdoor clothing brand searches we track, and Icebreaker accounted for 0.16%. - Outdoor Research was ahead of Icebreaker in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Icebreaker’s share of searches among outdoor clothing brands worldwide moved from 0.14% to 0.16%, and its estimated monthly branded searches moved from 22.2K to 18.1K. - Across the 12 months ending September 2026, Outdoor Research’s share of searches among outdoor clothing brands worldwide moved from 0.57% to 0.67%, and its estimated monthly branded searches moved from 90.5K to 74K. ## Top outdoor clothing brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Outdoor Research was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Icebreaker did not appear in any of the five answers. 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 | | --- | --- | --- | --- | --- | | Patagonia | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Arc'teryx | 2nd | 3 of 3 | 2 of 2 | 5 of 5 | | The North Face | 3rd | 1 of 3 | 2 of 2 | 3 of 5 | | Columbia | 4th | 2 of 3 | 2 of 2 | 4 of 5 | | Outdoor Research | 5th | 2 of 3 | 2 of 2 | 4 of 5 | | Helly Hansen | 6th | 2 of 3 | 1 of 2 | 3 of 5 | | Rab | 7th | 2 of 3 | 1 of 2 | 3 of 5 | | Kathmandu | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Macpac | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Mons Royale | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Icebreaker | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about outdoor clothing brands - Asked ChatGPT "Which outdoor clothing brand should I buy?": 1. Patagonia, 2. Arc'teryx, 3. Outdoor Research, 4. Columbia - Asked ChatGPT "What are the best outdoor clothing brands?": 1. Patagonia, 2. Arc'teryx, 3. The North Face, 4. Outdoor Research, 5. Columbia, 6. Rab, 7. Helly Hansen - Asked ChatGPT "What's the best outdoor clothing brand for cold wet weather?": 1. Patagonia, 2. Helly Hansen, 3. Arc'teryx, 4. Rab - Searched Google, AI Overview "outdoor clothing brands": 1. Patagonia, 2. The North Face, 3. Columbia, 4. Arc'teryx, 5. Outdoor Research, 6. Rab - Searched Google, AI Overview "outdoor jacket brands": 1. Patagonia, 2. The North Face, 3. Arc'teryx, 4. Columbia, 5. Outdoor Research, 6. Helly Hansen Not named in any answer: Kathmandu, Macpac, Mons Royale and Icebreaker. Brands are listed in the order each answer named them. The answers were collected in the United States on October 19, 2026. ## How did search popularity change for outdoor clothing brands worldwide in September 2026? - Estimated monthly branded searches for Icebreaker worldwide fell 18.5% over 12 measured months, from 22.2K to 18.1K in September 2026. - Estimated monthly branded searches for Outdoor Research worldwide fell 18.2% over 12 measured months, from 90.5K to 74K in September 2026. ## Month by month | Month | Icebreaker estimated searches | Icebreaker Share of Search | Icebreaker rank | Outdoor Research estimated searches | Outdoor Research Share of Search | Outdoor Research rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 22.2K | 0.14% | 11 | 90.5K | 0.57% | 9 | | Nov 2025 | 33.1K | 0.14% | 10 | 135K | 0.57% | 9 | | Dec 2025 | 33.1K | 0.16% | 10 | 135K | 0.66% | 9 | | Jan 2026 | 40.5K | 0.23% | 10 | 110K | 0.62% | 9 | | Feb 2026 | 22.2K | 0.17% | 11 | 110K | 0.86% | 9 | | Mar 2026 | 18.1K | 0.16% | 11 | 74K | 0.67% | 9 | | Apr 2026 | 18.1K | 0.2% | 11 | 74K | 0.82% | 9 | | May 2026 | 18.1K | 0.19% | 11 | 74K | 0.77% | 9 | | Jun 2026 | 18.1K | 0.2% | 11 | 74K | 0.81% | 9 | | Jul 2026 | 18.1K | 0.19% | 11 | 74K | 0.77% | 9 | | Aug 2026 | 18.1K | 0.17% | 11 | 74K | 0.71% | 9 | | Sep 2026 | 18.1K | 0.16% | 11 | 74K | 0.67% | 9 | ## How each brand is measured Brandwave collects information about searches that people make online using Icebreaker’s and Outdoor Research’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. - **Icebreaker**: Measured on the search term “icebreaker merino”. - **Outdoor Research**: Measured on the search term “outdoor research”. - [Icebreaker profile](/demand/global-en/brands/icebreaker) - [Outdoor Research profile](/demand/global-en/brands/outdoor-research) - [All outdoor clothing brands worldwide](/demand/global-en/categories/outdoor-clothing-brands): The set both shares are measured inside, 11 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 Icebreaker or Outdoor Research more popular in search? In September 2026, Outdoor Research had more branded searches than Icebreaker among outdoor clothing brands worldwide. Outdoor Research had about 74,000 branded searches, while Icebreaker had 18,100. Outdoor Research made up 0.67% of all outdoor clothing brand searches we track, and Icebreaker accounted for 0.16%. ## Cite this page Brandwave. "Icebreaker vs Outdoor Research: Which is searched more?". https://gobrandwave.com/demand/global-en/compare/icebreaker-vs-outdoor-research This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/icebreaker-vs-outdoor-research. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.