Brandwave

Reigning Champ vs Uniqlo:Which is more popular?

In September 2026, Uniqlo had more branded searches than Reigning Champ among hoodies worldwide. Uniqlo had about 13.6 million branded searches, while Reigning Champ had 74,000. Uniqlo made up 65.9% of all hoody searches we track, and Reigning Champ accounted for 0.36%. When we asked ChatGPT and Google AI Overviews about hoodies, Uniqlo appeared in four of the five answers and Reigning Champ in two. Uniqlo was mentioned before Reigning Champ in two out of three answers that named either.

Among hoodies worldwide in September 2026

Who do people search for more?

Uniqlo, about 184 searches for every 1 for Reigning Champ

Uniqlo 13.6M searchesReigning Champ 74K searches

Who does AI mention more?

Uniqlo, mentioned in 4 of 5 answers, Reigning Champ in 2

Uniqlo in 4 of 5Reigning Champ in 2 of 5

Who does AI recommend more?

Uniqlo, named ahead of Reigning Champ in 2 of 3 answers

Uniqlo first in 2Reigning Champ first in 1

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Top hoodies in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Uniqlo was mentioned in four out of five: in all three ChatGPT answers and in one of the 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. Uniqlo was listed before Reigning Champ 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 Uniqlo more popular in search?

This chart shows how often people search Google for Reigning Champ and Uniqlo 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 Uniqlo among hoodies worldwide, by month

Share of searches by month for Uniqlo, 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 Uniqlo comparison changed over the last 12 months?

3 findings
  • Uniqlo 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, Uniqlo’s share of searches among hoodies worldwide moved from 60.1% to 65.9%, and its estimated monthly branded searches moved from 16.6M to 13.6M.

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

1 change

  1. In September 2026, Uniqlo lost share of searches among hoodies worldwide, from 67.3% to 65.9%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Reigning Champ’s and Uniqlo’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

Uniqlo

1 branded search term

  • uniqlo

How the Brand Demand Index is measured

Other head-to-heads among hoodies

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