How popular isAdidas?
In September 2026, people searched for Adidas by name about 79,100 times in New Zealand, a 13.1% increase from the previous year. These searches made up 31.3% of all New Zealand football cleats brand searches, placing Adidas second out of four brands. When we asked both ChatGPT and Google AI Overviews about football cleats brands, Adidas appeared in four of the five answers and was the second most recommended of the four.
Adidas is the second most searched of 4 competitors and the second most recommended in AI answers.
NikeShare of searches 34%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
AdidasShare of searches 31.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
New BalanceShare of searches 30.7%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
Under ArmourShare of searches 3.9%Mentioned in 1 of 5 AI answersPlace in AI recommendations –
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Top football cleats brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Adidas was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Adidas is the second most recommended of the four.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Nike1st
- Adidas2nd
- New Balance3rd
- Under Armour–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Nike5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Adidas4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- New Balance2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Under Armour1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
See every answer about football cleats brands
5 answers
Asked ChatGPT
“Which football cleats brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best football cleats brands in New Zealand?”
Asked ChatGPT
“What's the best football cleats brand in New Zealand for match play?”
Searched Google, AI Overview
“best football cleats”
Searched Google, AI Overview
“kids football cleats”
- 1Nike
- 1
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.
Which football cleats brands compete with Adidas?
Share of searches by month for Nike, Adidas, New Balance, Under Armour. The figures are in the table below the chart.
View monthly share of searches table
| Month | Nike | Adidas | New Balance | Under Armour |
|---|---|---|---|---|
| Oct 2025 | 37.5% | 30.6% | 27.5% | 4.4% |
| Nov 2025 | 38.9% | 31.1% | 25.8% | 4.2% |
| Dec 2025 | 41.7% | 28.2% | 25.7% | 4.4% |
| Jan 2026 | 40.9% | 27% | 27.6% | 4.4% |
| Feb 2026 | 38.5% | 29.7% | 27.7% | 4.1% |
| Mar 2026 | 37.7% | 32.1% | 26.8% | 3.5% |
| Apr 2026 | 35.9% | 30.9% | 29.1% | 4.1% |
| May 2026 | 33.4% | 31.4% | 31.5% | 3.7% |
| Jun 2026 | 33.4% | 30.4% | 32.7% | 3.6% |
| Jul 2026 | 34.7% | 32.1% | 28.7% | 4.5% |
| Aug 2026 | 35.8% | 30.6% | 29.4% | 4.2% |
| Sep 2026 | 34% | 31.3% | 30.7% | 3.9% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 34% | 72.7K | -9.9% | -1.8 points | |
| 2, held 2nd | 31.3% | 67K | -2.8% | +0.7 points | |
| 3, held 3rd | 30.7% | 65.7K | -0.76% | +1.3 points | |
| 4, held 4th | 3.9% | 8.4K | -10.8% | -0.2 points |
1.
Nike34%
Held 1st. 72.7K estimated branded searches, -9.9% vs prior month. Share -1.8 points.
2.
Adidas31.3%
Held 2nd. 67K estimated branded searches, -2.8% vs prior month. Share +0.7 points.
30.7%
Held 3rd. 65.7K estimated branded searches, -0.76% vs prior month. Share +1.3 points.
3.9%
Held 4th. 8.4K estimated branded searches, -10.8% vs prior month. Share -0.2 points.
Compare popularity between Adidas and its closest rivals
Every comparison with Adidas
32 comparisons
- Adidas vs Nike
- Adidas vs New Balance
- Adidas vs Lululemon
- Adidas vs ASICS
- Adidas vs Puma
- Adidas vs Skechers
- Adidas vs Converse
- Adidas vs Under Armour
- Adidas vs Reebok
- Adidas vs Allbirds
- Adidas vs Canterbury
- Adidas vs Mizuno
- Adidas vs Vans
- Adidas vs Ecco
- Adidas vs FootJoy
- Adidas vs Steeden
- Adidas vs DVS
- Adidas vs Gilbert
- Adidas vs Anta
- Adidas vs Berlei
- Adidas vs etnies
- Adidas vs Victoria's Secret
- Adidas vs Joma
- Adidas vs BLK
- Adidas vs Shock Absorber
- Adidas vs Select
- Adidas vs Grays
- Adidas vs Gryphon
- Adidas vs Kookaburra
- Adidas vs Mitre
- Adidas vs OBO
- Adidas vs Osaka
How has branded search demand for Adidas changed in New Zealand over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Adidas in New Zealand rose from 69.9K to 79.1K.
- Across the 12 months ending September 2026, Adidas’ share of searches among football cleats brands in New Zealand increased from 30.6% to 31.3%.
- Across the 12 months ending September 2026, Adidas’ share of searches among football cleats brands in New Zealand peaked at 32.1% in July 2026 and was lowest at 27% in January 2026.
How did search popularity change for New Zealand football cleats brands in September 2026?
3 changes
In September 2026, New Balance gained share of searches among football cleats brands in New Zealand, from 29.4% to 30.7%.
In September 2026, Adidas gained share of searches among football cleats brands in New Zealand, from 30.6% to 31.3%.
In September 2026, Nike lost share of searches among football cleats brands in New Zealand, from 35.8% to 34%.
How are Adidas’ branded searches counted?
22 search terms
Brandwave collects information about searches that people make online using Adidas’ name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.
- adidas
- adidas adizero
- adidas campus
- adidas gazelle
- adidas hockey
- adidas jacket
- adidas logos
- adidas originals
- adidas outlets
- adidas padel
- adidas predator
- adidas rugby
- adidas rugby boots
- adidas running shoes
- adidas samba
- adidas samba og
- adidas shoes
- adidas slides
- adidas sneakers
- adidas spezial
- adidas superstar
- adidas trackpants
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Where does Adidas compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Sneaker brands | 2nd of 10 | 19.6% | Show ranking |
| Casual shoes brands | 2nd of 7 | 21.9% | Show ranking |
| Rugby cleats brands | 2nd of 6 | 26% | Show ranking |
| Football boot brands | 2nd of 6 | 27.2% | Show ranking |
| Basketball shoe brands | 2nd of 6 | 27.6% | Show ranking |
| Skate shoes brands | 2nd of 7 | 28.3% | Show ranking |
| Sports bra brands | 3rd of 7 | 29.4% | Show ranking |
| Baseball cleats brands | 2nd of 5 | 30.8% | Show ranking |
| Turf shoes brands | 2nd of 5 | 30.8% | Show ranking |
| Football cleats brands | 2nd of 4 | 31.3% | Shown above |
| Indoor soccer shoes brands | 2nd of 5 | 38.9% | Show ranking |
| Soccer boots brands | 2nd of 4 | 38.9% | Show ranking |
| Football brands | 2nd of 5 | 39.8% | Show ranking |
| Golf shoe brands | 2nd of 5 | 39.8% | Show ranking |
| Rugby gear brands | 3rd of 6 | 9.9% | Show ranking |
| Padel racket brands | 6th of 7 | 0.22% | Show ranking |
| Hockey gear brands | 5th of 8 | 4.3% | Show ranking |
Is Adidas your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.