Smartwool vs Swiftwick:Which is more popular?
In September 2026, Smartwool had more branded searches than Swiftwick among running socks worldwide. Smartwool had about 90,500 branded searches, while Swiftwick had 9,900. Smartwool made up 30.3% of all running sock searches we track, and Swiftwick accounted for 3.3%. When we asked ChatGPT and Google AI Overviews about running socks, Swiftwick appeared in three of the four answers and Smartwool in one. Swiftwick was mentioned before Smartwool in two out of three answers that named either.
Who do people search for more?
Smartwool, about 9 searches for every 1 for Swiftwick
Who does AI mention more?
Swiftwick, mentioned in 3 of 4 answers, Smartwool in 1
Who does AI recommend more?
Swiftwick, named ahead of Smartwool in 2 of 3 answers
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Top running socks in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Swiftwick was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Smartwool was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Swiftwick was listed before Smartwool 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.
Feetures4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Darn Tough3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Balega3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers- Swiftwick3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Injinji2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers- Smartwool1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Stance0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Hilly0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about running socks
4 answers
Asked ChatGPT
“Which running sock should I buy?”
Asked ChatGPT
“What are the best running sock brands?”
Asked ChatGPT
“What's the best running sock for long-distance comfort?”
Searched Google, AI Overview
“running socks”
Searched Google, AI Overview
“merino running socks”
Google showed no AI Overview for this search.
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Is Smartwool or Swiftwick more popular in search?
This chart shows how often people search Google for Smartwool and Swiftwick by name. Each line represents a brand's share of searches for all eight running socks we track, month by month, from English-language searches worldwide.
Share of searches by month for Smartwool, Swiftwick. The figures are in the table below the chart.
View monthly share of searches table
| Month | Smartwool | Stance | Darn Tough | Feetures | Balega | Injinji | Swiftwick | Hilly |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 37.9% | 20.8% | 13.9% | 13.9% | 6.2% | 4.2% | 2.8% | 0.36% |
| Nov 2025 | 37.5% | 20.6% | 16.7% | 13.8% | 6.2% | 2.8% | 2.3% | 0.29% |
| Dec 2025 | 41.8% | 22.9% | 15.3% | 10.3% | 5.6% | 2.1% | 1.7% | 0.26% |
| Jan 2026 | 45% | 16.6% | 16.6% | 11.1% | 5% | 3.3% | 2.2% | 0.36% |
| Feb 2026 | 41% | 18.4% | 15% | 12.3% | 6.7% | 3.7% | 2.5% | 0.49% |
| Mar 2026 | 28.6% | 23.4% | 15.6% | 15.6% | 8.6% | 4.7% | 3.1% | 0.5% |
| Apr 2026 | 23.4% | 23.4% | 15.6% | 19.1% | 8.6% | 5.7% | 3.8% | 0.5% |
| May 2026 | 23.4% | 23.4% | 15.6% | 19.1% | 8.6% | 5.7% | 3.8% | 0.5% |
| Jun 2026 | 22.4% | 27.3% | 15% | 18.3% | 8.2% | 5.5% | 3% | 0.39% |
| Jul 2026 | 24.7% | 20.2% | 16.5% | 20.2% | 9% | 4.9% | 4% | 0.43% |
| Aug 2026 | 28.3% | 18.9% | 15.5% | 18.9% | 8.5% | 5.7% | 3.8% | 0.41% |
| Sep 2026 | 30.3% | 20.3% | 16.6% | 16.6% | 7.4% | 5% | 3.3% | 0.44% |
How has the Smartwool and Swiftwick comparison changed over the last 12 months?
3 findings
- Smartwool was ahead of Swiftwick in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Smartwool’s share of searches among running socks worldwide moved from 37.9% to 30.3%, and its estimated monthly branded searches moved from 135K to 90.5K.
- Across the 12 months ending September 2026, Swiftwick’s share of searches among running socks worldwide moved from 2.8% to 3.3%, and its estimated monthly branded searches held steady at 9.9K.
How did search popularity change for running socks worldwide in September 2026?
1 change
In September 2026, Smartwool gained share of searches among running socks worldwide, from 28.3% to 30.3%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Smartwool’s and Swiftwick’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.
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