HOKA vs New Balance:Which is more popular?
In September 2026, HOKA and New Balance were level in searches among sneaker brands worldwide, with an estimated 1.1M branded searches each, at 10.2% and 10% of the total. When we asked ChatGPT and Google AI Overviews about sneaker brands, New Balance appeared in all four answers and HOKA in three. New Balance was mentioned before HOKA in every answer.
Who do people search for more?
HOKA and New Balance are searched for about as often as each other.
Who does AI mention more?
New Balance, mentioned in every answer we collected
Who does AI recommend more?
New Balance, named ahead of HOKA in every answer
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Top sneaker brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, New Balance appeared in all four answers. HOKA was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. New Balance was listed before HOKA in every answer.
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.
Nike4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Adidas4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers- New Balance4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
ASICS4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
HOKA3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Converse3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Salomon2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Puma2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Reebok2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Vans1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers
See every answer about sneaker brands
4 answers
Asked ChatGPT
“Which sneaker brand should I buy?”
Asked ChatGPT
“What are the best sneaker brands?”
Asked ChatGPT
“What's the best sneaker brand for daily wear?”
Searched Google, AI Overview
“sneaker brands”
Searched Google, AI Overview
“casual shoes”
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 19, 2026.
Is HOKA or New Balance more popular in search?
This chart shows how often people search Google for HOKA and New Balance by name. Each line represents a brand's share of searches for all 12 sneaker brands we track, month by month, from English-language searches worldwide.
Share of searches by month for HOKA, New Balance. The figures are in the table below the chart.
View monthly share of searches table
| Month | Nike | Adidas | Salomon | HOKA | New Balance | Puma | Converse | ASICS | Skechers | Vans | Reebok | Allbirds |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 23.8% | 14.6% | 6.8% | 11.3% | 11.1% | 9.2% | 3.6% | 7% | 6% | 3.4% | 2.7% | 0.59% |
| Nov 2025 | 25% | 14.6% | 6.1% | 11.6% | 11.1% | 7.9% | 3.8% | 7.2% | 5.2% | 4.3% | 2.7% | 0.63% |
| Dec 2025 | 24% | 13.8% | 5.9% | 11.6% | 11% | 9.1% | 3.7% | 7.1% | 6.1% | 4.2% | 3.1% | 0.51% |
| Jan 2026 | 23.2% | 13.5% | 8.4% | 11.3% | 10.5% | 8.9% | 3% | 7% | 7.2% | 3.4% | 3.1% | 0.5% |
| Feb 2026 | 22.4% | 13.2% | 7.9% | 12.6% | 10.1% | 8.6% | 3.4% | 7.7% | 6.7% | 3.8% | 2.9% | 0.56% |
| Mar 2026 | 22.4% | 13.8% | 8.2% | 12.6% | 10.2% | 9.2% | 3.4% | 6.8% | 5.7% | 3.8% | 3.1% | 0.69% |
| Apr 2026 | 20.6% | 13.1% | 8.8% | 13.5% | 9.7% | 8.2% | 3.6% | 7.1% | 6.2% | 3.5% | 3.3% | 2.4% |
| May 2026 | 20.5% | 13.1% | 8.7% | 13.5% | 10.9% | 8.1% | 3.7% | 7.1% | 6.1% | 4.1% | 3.3% | 0.74% |
| Jun 2026 | 20.3% | 12.5% | 8.6% | 11.5% | 13.5% | 9.5% | 3.2% | 7.3% | 6.2% | 3.5% | 3.3% | 0.62% |
| Jul 2026 | 22.1% | 13.6% | 8% | 10.3% | 13.4% | 8.6% | 3.4% | 7.6% | 5.6% | 3.8% | 3% | 0.46% |
| Aug 2026 | 21.3% | 13% | 9.5% | 12.1% | 9.8% | 8.8% | 4% | 7.7% | 5.4% | 4.5% | 3.4% | 0.44% |
| Sep 2026 | 18.9% | 13.6% | 12% | 10.2% | 10% | 9% | 6.9% | 6.5% | 5.6% | 3.9% | 3% | 0.45% |
HOKA and New Balance sell other things too, so only their searches that name this product count here, like “hoka shoes”.
How has the HOKA and New Balance comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending September 2026: New Balance took it in June 2026, HOKA took it in August 2026.
- Across the 12 months ending September 2026, HOKA’s share of searches among sneaker brands worldwide moved from 11.3% to 10.2%, and its estimated monthly branded searches moved from 1.2M to 1.1M.
- Across the 12 months ending September 2026, New Balance’s share of searches among sneaker brands worldwide moved from 11.1% to 10%, and its estimated monthly branded searches held steady at 1.1M.
How did search popularity change for sneaker brands worldwide in September 2026?
2 changes
In September 2026, Salomon overtook HOKA and New Balance to rank 3rd among sneaker brands worldwide, with 12% of the searches.
In September 2026, HOKA lost share of searches among sneaker brands worldwide, from 12.1% to 10.2%.
How are branded searches counted?
6 search terms
Brandwave collects information about searches that people make online using HOKA’s and New Balance’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.
HOKA
3 branded search terms
- hoka shoes
- hoka sneakers
- hoka trainers
New Balance
3 branded search terms
- new balance shoes
- new balance sneakers
- new balance trainers
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