Nathan vs Ultimate Direction:Which is more popular by branded search?
In August 2026, Ultimate Direction had more branded searches than Nathan among hydration vests worldwide. Ultimate Direction was estimated to have 5.4K branded searches compared to Nathan’s 590, and held a 1.5% Share of Search versus Nathan’s 0.17%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Nathan or Ultimate Direction?
Compare the hydration vests shoppers choose between. 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.
Share of Search by month for Ultimate Direction, Nathan. The figures are in the table below the chart.
View monthly share of search table
| Month | CamelBak | Salomon | Osprey | Ultimate Direction | Nathan | Aonijie |
|---|---|---|---|---|---|---|
| Oct 2025 | 51.6% | 35.7% | 10.4% | 2.1% | 0.18% | 0.12% |
| Nov 2025 | 50.4% | 34.9% | 12.4% | 2% | 0.18% | 0.12% |
| Dec 2025 | 50.6% | 35% | 12.4% | 1.7% | 0.12% | 0.12% |
| Jan 2026 | 46.8% | 39.6% | 11.5% | 1.9% | 0.11% | 0.11% |
| Feb 2026 | 52.8% | 34.3% | 10.6% | 2.1% | 0.1% | 0.1% |
| Mar 2026 | 49.1% | 38.8% | 9.9% | 2% | 0.21% | 0.12% |
| Apr 2026 | 50% | 37.7% | 10% | 2% | 0.18% | 0.12% |
| May 2026 | 51.1% | 36.4% | 10.2% | 2% | 0.15% | 0.12% |
| Jun 2026 | 49.3% | 39% | 9.9% | 1.6% | 0.14% | 0.1% |
| Jul 2026 | 46.9% | 37.2% | 14.1% | 1.5% | 0.14% | 0.14% |
| Aug 2026 | 47.3% | 39.3% | 11.6% | 1.5% | 0.17% | 0.11% |
| Sep 2026 | — | — | — | — | — | — |
How has the Nathan and Ultimate Direction comparison changed over the last 12 months?
3 findings
- Ultimate Direction was ahead of Nathan in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Nathan’s estimated Share of Search among hydration vests worldwide moved from 0.18% to 0.17%, and its estimated monthly branded searches moved from 480 to 590.
- Across the 11 months ending August 2026, Ultimate Direction’s estimated Share of Search among hydration vests worldwide moved from 2.1% to 1.5%, and its estimated monthly branded searches held steady at 5.4K.
How did search popularity change for hydration vests worldwide in August 2026?
1 change
In August 2026, Nathan rose from 6th to 5th among hydration vests worldwide.
How each brand is measured
Brandwave collects information about searches that people make online using Nathan’s and Ultimate Direction’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.
Nathan
1 branded search term
- nathan vest
Ultimate Direction
1 branded search term
- ultimate direction
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.