Oliver vs Thorogood:Which is more popular?
In September 2026, Oliver had more branded searches than Thorogood among work boot brands worldwide. Oliver had about 368,000 branded searches, while Thorogood had 110,000. Oliver made up 16.5% of all work boot brand searches we track, and Thorogood accounted for 4.9%. When we asked ChatGPT and Google AI Overviews about work boot brands, Thorogood appeared in four of the five answers and Oliver in none.
Who do people search for more?
Oliver, about 3 searches for every 1 for Thorogood
Who does AI mention more?
Thorogood, mentioned in 4 of 5 answers, Oliver in 0
Who does AI recommend more?
Thorogood, the only one of the two named
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Top work boot brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Thorogood was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Oliver 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.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Red Wing5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers- KEEN Utility5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Thorogood4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Timberland PRO3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Ariat1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Blundstone0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Oliver0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Caterpillar0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about work boot brands
5 answers
Asked ChatGPT
“Which work boot brand should I buy?”
Asked ChatGPT
“What are the best work boot brands?”
Asked ChatGPT
“What's the best work boot brand for all day comfort?”
Searched Google, AI Overview
“best work boots”
Searched Google, AI Overview
“comfortable work boots”
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 Oliver or Thorogood more popular in search?
This chart shows how often people search Google for Oliver and Thorogood by name. Each line represents a brand's share of searches for all eight work boot brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Oliver, Thorogood. The figures are in the table below the chart.
View monthly share of searches table
| Month | Ariat | Red Wing | Blundstone | Oliver | Thorogood | Timberland PRO | Caterpillar | KEEN Utility |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 20% | 44.6% | 20% | 8.9% | 4% | 1.8% | 0.54% | 0.16% |
| Nov 2025 | 24.6% | 36.9% | 24.6% | 7.4% | 4.1% | 1.8% | 0.36% | 0.13% |
| Dec 2025 | 25.8% | 38.6% | 21.2% | 7.8% | 4.2% | 1.9% | 0.38% | 0.14% |
| Jan 2026 | 18.8% | 51.1% | 15.4% | 8.4% | 3.8% | 2.1% | 0.34% | 0.18% |
| Feb 2026 | 24.4% | 36.5% | 16.3% | 13.4% | 6% | 2.7% | 0.54% | 0.2% |
| Mar 2026 | 17.9% | 59.4% | 8% | 9.8% | 2.9% | 1.6% | 0.32% | 0.14% |
| Apr 2026 | 27.3% | 40.6% | 10% | 14.9% | 4.5% | 2% | 0.49% | 0.27% |
| May 2026 | 35.2% | 23.5% | 12.9% | 19.2% | 5.7% | 2.6% | 0.63% | 0.28% |
| Jun 2026 | 29% | 19.4% | 8.6% | 35.4% | 4.7% | 2.1% | 0.52% | 0.23% |
| Jul 2026 | 30.4% | 24.9% | 11.1% | 24.9% | 5% | 2.7% | 0.67% | 0.3% |
| Aug 2026 | 33.8% | 22.6% | 15.1% | 18.5% | 5.5% | 3% | 1.1% | 0.27% |
| Sep 2026 | 30.2% | 24.6% | 20.2% | 16.5% | 4.9% | 2.7% | 0.66% | 0.24% |
How has the Oliver and Thorogood comparison changed over the last 12 months?
3 findings
- Oliver was ahead of Thorogood in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Oliver’s share of searches among work boot brands worldwide moved from 8.9% to 16.5%, and its estimated monthly branded searches moved from 301K to 368K.
- Across the 12 months ending September 2026, Thorogood’s share of searches among work boot brands worldwide moved from 4% to 4.9%, and its estimated monthly branded searches moved from 135K to 110K.
How did search popularity change for work boot brands worldwide in September 2026?
3 changes
In September 2026, Blundstone overtook Oliver to rank 3rd among work boot brands worldwide, with 20.2% of the searches.
In September 2026, Oliver lost share of searches among work boot brands worldwide, from 18.5% to 16.5%.
In September 2026, Thorogood lost share of searches among work boot brands worldwide, from 5.5% to 4.9%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Oliver’s and Thorogood’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 work boot brands
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