Madewell vs Nathan:Which is more popular?
In September 2026, Madewell had more branded searches than Nathan among waist belt brands worldwide. Madewell had about 823,000 branded searches, while Nathan had 6,070. Madewell made up 89.5% of all waist belt brand searches we track, and Nathan accounted for 0.66%. When we asked ChatGPT and Google AI Overviews about waist belt brands, Madewell appeared in two of the five answers and Nathan in one. Madewell was mentioned before Nathan in every answer.
Who do people search for more?
Madewell, about 136 searches for every 1 for Nathan
Who does AI mention more?
Madewell, mentioned in 2 of 5 answers, Nathan in 1
Who does AI recommend more?
Madewell, named ahead of Nathan in every answer
Follow Madewell vs Nathan and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top waist belt brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Madewell was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Nathan was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Madewell was listed before Nathan in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Salomon3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Madewell2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Thursday Boot Company2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Nathan1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Osprey0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about waist belt brands
5 answers
Asked ChatGPT
“Which waist belt brand should I buy?”
Asked ChatGPT
“What are the best waist belt brands?”
Asked ChatGPT
“What's the best waist belt brand for running and hiking?”
Searched Google, AI Overview
“running waist belt”
Searched Google, AI Overview
“water bottle belt”
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 21, 2026.
Is Madewell or Nathan more popular in search?
This chart shows how often people search Google for Madewell and Nathan by name. Each line represents a brand's share of searches for all five waist belt brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Madewell, Nathan. The figures are in the table below the chart.
View monthly share of searches table
| Month | Madewell | Thursday Boot Company | Nathan | Salomon | Osprey |
|---|---|---|---|---|---|
| Oct 2025 | 89.4% | 9.8% | 0.69% | 0.02% | <0.01% |
| Nov 2025 | 91.3% | 8.2% | 0.44% | 0.02% | <0.01% |
| Dec 2025 | 87.7% | 11.8% | 0.43% | 0.01% | <0.01% |
| Jan 2026 | 85.4% | 14% | 0.61% | 0.02% | <0.01% |
| Feb 2026 | 87.5% | 11.8% | 0.67% | 0.03% | <0.01% |
| Mar 2026 | 92.5% | 6.8% | 0.68% | 0.02% | <0.01% |
| Apr 2026 | 92.5% | 6.8% | 0.68% | 0.02% | <0.01% |
| May 2026 | 92.5% | 6.8% | 0.7% | 0.03% | <0.01% |
| Jun 2026 | 93.5% | 5.6% | 0.88% | 0.03% | <0.01% |
| Jul 2026 | 93.4% | 5.6% | 0.88% | 0.08% | <0.01% |
| Aug 2026 | 92.4% | 6.8% | 0.78% | 0.04% | <0.01% |
| Sep 2026 | 89.5% | 9.8% | 0.66% | 0.03% | <0.01% |
How has the Madewell and Nathan comparison changed over the last 12 months?
3 findings
- Madewell was ahead of Nathan in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Madewell’s share of searches among waist belt brands worldwide moved from 89.4% to 89.5%, and its estimated monthly branded searches held steady at 823K.
- Across the 12 months ending September 2026, Nathan’s share of searches among waist belt brands worldwide moved from 0.69% to 0.66%, and its estimated monthly branded searches moved from 6.4K to 6.1K.
How did search popularity change for waist belt brands worldwide in September 2026?
1 change
In September 2026, Madewell lost share of searches among waist belt brands worldwide, from 92.4% to 89.5%.
How are branded searches counted?
6 search terms
Brandwave collects information about searches that people make online using Madewell’s and Nathan’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.
Other head-to-heads among waist belt brands
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.