--- title: "The North Face vs Under Armour: Which is searched more?" description: "Is The North Face or Under Armour more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the School bags set worldwide. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/global-en/compare/the-north-face-vs-under-armour" publisher: "Brandwave" --- # The North Face vs Under Armour: Which is searched more? Is The North Face or Under Armour more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the School bags set worldwide. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: The North Face and Under Armour - **Competitive set**: School bags - **Market**: Global - **Month measured**: Sep 2026 - **The North Face Share of Search**: 12.3% - **Under Armour Share of Search**: 10.1% ## Is The North Face or Under Armour more popular in search? - In September 2026, The North Face had more branded searches than Under Armour among school bags worldwide. The North Face had about 4.1 million branded searches, while Under Armour had 3.4 million. The North Face made up 12.3% of all school bag searches we track, and Under Armour accounted for 10.1%. - The lead changed hands 2 times in the 12 months ending September 2026: Under Armour took it in March 2026, The North Face took it in August 2026. - Across the 12 months ending September 2026, The North Face’s share of searches among school bags worldwide moved from 18.1% to 12.3%, and its estimated monthly branded searches moved from 6.7M to 4.1M. - Across the 12 months ending September 2026, Under Armour’s share of searches among school bags worldwide moved from 11% to 10.1%, and its estimated monthly branded searches moved from 4.1M to 3.4M. ## Top school bags in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, The North Face appeared in all five answers. Under Armour was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. The North Face was listed before Under Armour in every answer. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | JanSport | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | The North Face | 2nd | 3 of 3 | 2 of 2 | 5 of 5 | | Herschel | 3rd | 3 of 3 | 2 of 2 | 5 of 5 | | Nike | 4th | 1 of 3 | 2 of 2 | 3 of 5 | | Fjällräven | 5th | 1 of 3 | 2 of 2 | 3 of 5 | | Under Armour | 6th | 1 of 3 | 0 of 2 | 1 of 5 | | Smiggle | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Eastpak | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about school bags - Asked ChatGPT "Which school bag brand should I buy?": 1. JanSport, 2. Herschel, 3. The North Face - Asked ChatGPT "What are the best school bag brands?": 1. JanSport, 2. The North Face, 3. Herschel, 4. Under Armour, 5. Fjällräven - Asked ChatGPT "What's the best school bag brand for everyday school use?": 1. JanSport, 2. The North Face, 3. Herschel, 4. Nike - Searched Google, AI Overview "school backpack": 1. JanSport, 2. Nike, 3. The North Face, 4. Herschel, 5. Fjällräven - Searched Google, AI Overview "school bag brands": 1. JanSport, 2. The North Face, 3. Fjällräven, 4. Nike, 5. Herschel Not named in any answer: Smiggle and Eastpak. Brands are listed in the order each answer named them. The answers were collected in the United States on October 19, 2026. ## How did search popularity change for school bags worldwide in September 2026? - In September 2026, The North Face gained share of searches among school bags worldwide, from 10.7% to 12.3%. - Estimated monthly branded searches for Under Armour worldwide fell 18.1% over 12 measured months, from 4.1M to 3.4M in September 2026. ## Month by month | Month | The North Face estimated searches | The North Face Share of Search | The North Face rank | Under Armour estimated searches | Under Armour Share of Search | Under Armour rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 6.7M | 18.1% | 2 | 4.1M | 11% | 3 | | Nov 2025 | 11.1M | 20.6% | 2 | 5M | 9.3% | 3 | | Dec 2025 | 9.1M | 19.6% | 2 | 5M | 10.8% | 3 | | Jan 2026 | 7.4M | 17.6% | 2 | 4.1M | 9.7% | 3 | | Feb 2026 | 5M | 14.7% | 2 | 3.4M | 9.9% | 3 | | Mar 2026 | 3.7M | 9.6% | 3 | 4.1M | 10.5% | 2 | | Apr 2026 | 2.7M | 8.6% | 3 | 3.4M | 10.6% | 2 | | May 2026 | 3.3M | 10.2% | 3 | 3.4M | 10.3% | 2 | | Jun 2026 | 2.7M | 8.6% | 3 | 3.4M | 10.6% | 2 | | Jul 2026 | 3.3M | 10.1% | 3 | 3.4M | 10.1% | 2 | | Aug 2026 | 3.7M | 10.7% | 2 | 3.4M | 9.8% | 3 | | Sep 2026 | 4.1M | 12.3% | 2 | 3.4M | 10.1% | 3 | ## How each brand is measured Brandwave collects information about searches that people make online using The North Face’s and Under Armour’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. - **The North Face**: Measured on the search terms “north face”, “the north face” and “thenorthface”, summed into one figure. - **Under Armour**: Measured on the search term “under armour”. - [The North Face profile](/demand/global-en/brands/the-north-face) - [Under Armour profile](/demand/global-en/brands/under-armour) - [All school bags worldwide](/demand/global-en/categories/school-bags): The set both shares are measured inside, 8 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is The North Face or Under Armour more popular in search? In September 2026, The North Face had more branded searches than Under Armour among school bags worldwide. The North Face had about 4.1 million branded searches, while Under Armour had 3.4 million. The North Face made up 12.3% of all school bag searches we track, and Under Armour accounted for 10.1%. ## Cite this page Brandwave. "The North Face vs Under Armour: Which is searched more?". https://gobrandwave.com/demand/global-en/compare/the-north-face-vs-under-armour This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/the-north-face-vs-under-armour. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.