On vs Skechers:Which is more popular?
In September 2026, Skechers had more branded searches than On among walking shoe brands worldwide. Skechers had about 18,100 branded searches, while On had 5,400. Skechers made up 16.1% of all walking shoe brand searches we track, and On accounted for 4.8%. When we asked ChatGPT and Google AI Overviews about walking shoe brands, Skechers appeared in three of the five answers and On in two. On was mentioned before Skechers in two out of three answers that named either.
Who do people search for more?
Skechers, about 3 searches for every 1 for On
Who does AI mention more?
Skechers, mentioned in 3 of 5 answers, On in 2
Who does AI recommend more?
On, named ahead of Skechers in 2 of 3 answers
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Top walking shoe brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Skechers was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. On was mentioned in two out of five: not in any of the three ChatGPT answers, but in both Google AI Overviews. On was listed before Skechers in two out of three answers that named either.
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.
HOKA5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
New Balance5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Brooks5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
ASICS4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Skechers3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- On2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Saucony1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Merrell0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Clarks0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Ryka0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about walking shoe brands
5 answers
Asked ChatGPT
“Which walking shoes should I buy?”
Asked ChatGPT
“What are the best walking shoe brands?”
Asked ChatGPT
“What are the best walking shoes for plantar fasciitis?”
Searched Google, AI Overview
“walking shoes”
Searched Google, AI Overview
“best walking shoes”
Brands are shown in the order each answer named them. The survey took place in the United States on October 25, 2026.
Is On or Skechers more popular in search?
This chart shows how often people search Google for On and Skechers by name. Each line represents a brand's share of searches for all 11 walking shoe brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Skechers, On. The figures are in the table below the chart.
View monthly share of searches table
| Month | HOKA | New Balance | Skechers | ASICS | Brooks | Merrell | On | Clarks | Ryka | Saucony | Vionic |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 20.6% | 20.6% | 16.8% | 9.2% | 11.2% | 9.2% | 5% | 1.8% | 2.7% | 1.8% | 1.2% |
| Nov 2025 | 20.7% | 20.7% | 13.8% | 11.3% | 11.3% | 11.3% | 5% | 1.5% | 2.2% | 1.5% | 0.93% |
| Dec 2025 | 22.8% | 18.6% | 15.2% | 12.4% | 10.2% | 10.2% | 5.5% | 1.3% | 1.6% | 1.3% | 0.9% |
| Jan 2026 | 21% | 21% | 14% | 11.4% | 9.4% | 11.4% | 5.1% | 1.8% | 1.8% | 1.5% | 1.5% |
| Feb 2026 | 19.8% | 19.8% | 13.2% | 13.2% | 10.8% | 10.8% | 4.8% | 2.1% | 2.1% | 1.7% | 1.7% |
| Mar 2026 | 21.5% | 21.5% | 14.4% | 11.7% | 11.7% | 7.9% | 4.3% | 1.9% | 1.9% | 1.9% | 1.3% |
| Apr 2026 | 24.6% | 20.1% | 13.4% | 11% | 11% | 7.3% | 4.9% | 1.8% | 2.7% | 1.8% | 1.4% |
| May 2026 | 22.4% | 18.3% | 14.9% | 10% | 12.2% | 10% | 4.5% | 2% | 2.4% | 2% | 1.3% |
| Jun 2026 | 20.8% | 20.8% | 13.9% | 11.3% | 11.3% | 9.3% | 5.1% | 1.8% | 2.7% | 1.8% | 1.2% |
| Jul 2026 | 18.5% | 22.6% | 15.1% | 12.3% | 10.1% | 8.3% | 5.5% | 1.9% | 2.4% | 1.9% | 1.3% |
| Aug 2026 | 18.1% | 22.1% | 14.7% | 12.1% | 12.1% | 8.1% | 5.4% | 2% | 2.4% | 2% | 1.3% |
| Sep 2026 | 19.7% | 19.7% | 16.1% | 13.1% | 10.7% | 8.8% | 4.8% | 2.1% | 2.1% | 1.7% | 1.2% |
Skechers sells other things too, so only its searches that name this product count here, like “skechers walking shoes”.
How has the On and Skechers comparison changed over the last 12 months?
3 findings
- Skechers was ahead of On in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, On’s share of searches among walking shoe brands worldwide moved from 5% to 4.8%, and its estimated monthly branded searches held steady at 5.4K.
- Across the 12 months ending September 2026, Skechers’ share of searches among walking shoe brands worldwide moved from 16.8% to 16.1%, and its estimated monthly branded searches held steady at 18.1K.
How did search popularity change for walking shoe brands worldwide in September 2026?
2 changes
In September 2026, Skechers gained share of searches among walking shoe brands worldwide, from 14.7% to 16.1%.
In September 2026, On lost share of searches among walking shoe brands worldwide, from 5.4% to 4.8%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using On’s and Skechers’ 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 walking shoe brands
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