Brandwave

Reigning Champ vs The North Face:Which is more popular?

In September 2026, The North Face had more branded searches than Reigning Champ among hoodies worldwide. The North Face had about 4.1 million branded searches, while Reigning Champ had 74,000. The North Face made up 19.7% of all hoody searches we track, and Reigning Champ accounted for 0.36%. When we asked ChatGPT and Google AI Overviews about hoodies, Reigning Champ appeared in two of the five answers and The North Face in one. Reigning Champ was mentioned before The North Face in two out of three answers that named either.

Among hoodies worldwide in September 2026

Who do people search for more?

The North Face, about 55 searches for every 1 for Reigning Champ

The North Face 4.1M searchesReigning Champ 74K searches

Who does AI mention more?

Reigning Champ, mentioned in 2 of 5 answers, The North Face in 1

Reigning Champ in 2 of 5The North Face in 1 of 5

Who does AI recommend more?

Reigning Champ, named ahead of The North Face in 2 of 3 answers

Reigning Champ first in 2The North Face first in 1

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Top hoodies in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Reigning Champ was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. The North Face was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Reigning Champ was listed before The North Face 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.

  1. Champion1st
  2. Carhartt2nd
  3. Uniqlo3rd
  4. Reigning Champ4th
  5. Hanes5th
  6. The North Face6th
  7. Patagonia7th
  8. Gildan–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Uniqlo4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Champion4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Carhartt4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Hanes2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Reigning Champ2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • The North Face1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Patagonia1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Gildan0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about hoodies

5 answers

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 19, 2026.

Is Reigning Champ or The North Face more popular in search?

This chart shows how often people search Google for Reigning Champ and The North Face by name. Each line represents a brand's share of searches for all eight hoodies we track, month by month, from English-language searches worldwide.

Reigning Champ and The North Face among hoodies worldwide, by month

Share of searches by month for The North Face, Reigning Champ. The figures are in the table below the chart.

View monthly share of searches table
MonthUniqloThe North FacePatagoniaHanesReigning ChampGildanChampionCarhartt
Oct 202560.1%24.3%14.8%0.49%0.27%0.1%<0.01%<0.01%
Nov 202555.4%30.2%13.6%0.45%0.3%0.07%<0.01%<0.01%
Dec 202555.2%30.2%13.6%0.55%0.37%0.09%<0.01%<0.01%
Jan 202658.5%26.2%14.4%0.48%0.26%0.08%<0.01%<0.01%
Feb 202656.6%25.4%17.1%0.56%0.25%0.09%0.01%<0.01%
Mar 202665.1%17.9%16%0.65%0.29%0.07%0.01%<0.01%
Apr 202670.6%14.1%14.2%0.7%0.31%0.06%0.02%<0.01%
May 202668.4%16.8%13.8%0.68%0.3%0.05%0.01%<0.01%
Jun 202666.2%16.2%16.3%0.81%0.36%0.05%0.02%<0.01%
Jul 202663.9%19.2%15.8%0.78%0.35%0.05%0.02%<0.01%
Aug 202667.3%18.1%13.6%0.67%0.3%0.05%0.01%<0.01%
Sep 202665.9%19.7%13.3%0.65%0.36%0.07%0.01%<0.01%

How has the Reigning Champ and The North Face comparison changed over the last 12 months?

3 findings
  • The North Face was ahead of Reigning Champ in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Reigning Champ’s share of searches among hoodies worldwide moved from 0.27% to 0.36%, and its estimated monthly branded searches held steady at 74K.
  • Across the 12 months ending September 2026, The North Face’s share of searches among hoodies worldwide moved from 24.3% to 19.7%, and its estimated monthly branded searches moved from 6.7M to 4.1M.

How did search popularity change for hoodies worldwide in September 2026?

1 change

  1. In September 2026, The North Face gained share of searches among hoodies worldwide, from 18.1% to 19.7%.

How are branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using Reigning Champ’s and The North Face’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.

Reigning Champ

1 branded search term

  • reigning champ

The North Face

3 branded search terms

  • north face
  • the north face
  • thenorthface

How the Brand Demand Index is measured

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