Brandwave

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 4.3% of all New Zealand hockey gear brand searches, placing Adidas fifth out of eight brands. When we asked both ChatGPT and Google AI Overviews about hockey gear brands, Adidas appeared in all answers and was the second most recommended of the eight.

Search and AI answers in September 2026

Adidas is the fifth most searched of 8 competitors and the second most recommended in AI answers.

  1. OsakaShare of searches 30.4%Mentioned in 1 of 3 AI answersPlace in AI recommendations 6th
  2. KookaburraShare of searches 25.2%Mentioned in 3 of 3 AI answersPlace in AI recommendations 4th
  3. GryphonShare of searches 16.5%Mentioned in 3 of 3 AI answersPlace in AI recommendations 1st
  4. GraysShare of searches 15.7%Mentioned in 2 of 3 AI answersPlace in AI recommendations 3rd
  5. AdidasShare of searches 4.3%Mentioned in 3 of 3 AI answersPlace in AI recommendations 2nd

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Top hockey gear brands in ChatGPT and Google AI Overviews

In three ChatGPT questions, Adidas appeared in all three answers. Adidas is the second most recommended of the eight.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Gryphon1st
  2. Adidas2nd
  3. Grays3rd
  4. Kookaburra4th
  5. OBO5th
  6. Osaka6th
  7. Bauer7th
  8. Malik–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Kookaburra3 of 3Named in 3 of 3 ChatGPT answers
  • Gryphon3 of 3Named in 3 of 3 ChatGPT answers
  • Adidas3 of 3Named in 3 of 3 ChatGPT answers
  • OBO3 of 3Named in 3 of 3 ChatGPT answers
  • Grays2 of 3Named in 2 of 3 ChatGPT answers
  • Bauer2 of 3Named in 2 of 3 ChatGPT answers
  • Osaka1 of 3Named in 1 of 3 ChatGPT answers
  • Malik0 of 3Named in 0 of 3 ChatGPT answers

See every answer about hockey gear brands

3 answers

  • Asked ChatGPT

    “Which hockey gear brand should I buy in New Zealand?”

    1. 1Gryphon
    2. 2Kookaburra
    3. 3Adidas
    4. 4OBO
    5. 5Bauer

  • Asked ChatGPT

    “What are the best hockey gear brands in New Zealand?”

    1. 1Gryphon
    2. 2Adidas
    3. 3Grays
    4. 4Kookaburra
    5. 5OBO
    6. 6Bauer

  • Asked ChatGPT

    “What's the best hockey gear brand in New Zealand for field hockey?”

    1. 1Grays
    2. 2Osaka
    3. 3Adidas
    4. 4Gryphon
    5. 5Kookaburra
    6. 6OBO

  • Searched Google, AI Overview

    “hockey gear brands”

    Google showed no AI Overview for this search.

  • Searched Google, AI Overview

    “best hockey sticks”

    Google showed no AI Overview for this search.

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Which hockey gear brands compete with Adidas?

Adidas against hockey gear brands in New Zealand, by month

Share of searches by month for Osaka, Kookaburra, Gryphon, Grays, Adidas, OBO, Malik. The figures are in the table below the chart.

View monthly share of searches table
MonthOsakaKookaburraGryphonGraysAdidasOBOMalikBauer
Oct 202525.8%38.1%10.3%14.4%3.1%4.1%2.1%2.1%
Nov 202517.3%52.9%6.7%13.5%1.9%3.8%1.9%1.9%
Dec 202512.8%56.4%7.7%11.5%3.8%3.8%2.6%1.3%
Jan 202616%41.3%12%18.7%4%2.7%2.7%2.7%
Feb 202626.2%26.2%13.1%18.7%4.7%4.7%1.9%4.7%
Mar 202634.9%21.1%12.7%21.1%3%4.2%1.8%1.2%
Apr 202630.6%13.7%16.9%25.8%3.2%5.6%2.4%1.6%
May 202636.3%8.2%17.8%21.9%6.2%4.8%3.4%1.4%
Jun 202637.8%10.1%15.5%18.9%7.4%4.7%3.4%2%
Jul 202639.6%11.9%15.8%17.8%4%5%3%3%
Aug 202634.2%15.5%16.8%16.8%7.1%5.8%1.9%1.9%
Sep 202630.4%25.2%16.5%15.7%4.3%4.3%2.6%0.87%

  1. 1.Osaka

    30.4%

    Held 1st. 350 estimated branded searches, -34% vs prior month. Share -3.8 points.

  2. 2.Kookaburra

    25.2%

    Moved from 4th to 2nd. 290 estimated branded searches, +20.8% vs prior month. Share +9.7 points.

  3. 3.Gryphon

    16.5%

    Held 3rd. 190 estimated branded searches, -26.9% vs prior month. Share -0.3 points.

  4. 4.Grays

    15.7%

    Moved from 2nd to 4th. 180 estimated branded searches, -30.8% vs prior month. Share -1.1 points.

  5. 5.Adidas

    4.3%

    Held 5th. 50 estimated branded searches, -54.5% vs prior month. Share -2.7 points.

  6. 6.OBO

    4.3%

    Held 6th. 50 estimated branded searches, -44.4% vs prior month. Share -1.5 points.

  7. 7.Malik

    2.6%

    Moved from 8th to 7th. 30 estimated branded searches, 0% vs prior month. Share +0.7 points.

  8. 8.Bauer

    0.87%

    Moved from 7th to 8th. 10 estimated branded searches, -66.7% vs prior month. Share -1.1 points.

Compare popularity between Adidas and its closest rivals

Every comparison with Adidas

32 comparisons

How has branded search demand for Adidas changed in New Zealand over the last 12 months?

4 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 hockey gear brands in New Zealand increased from 3.1% to 4.3%.
  • Across the 12 months ending September 2026, Adidas’ share of searches among hockey gear brands in New Zealand peaked at 7.4% in June 2026 and was lowest at 1.9% in November 2025.
  • Across the 12 months ending September 2026, Adidas rose from 6th to 5th among hockey gear brands in New Zealand.

How did search popularity change for New Zealand hockey gear brands in September 2026?

6 changes

  1. In September 2026, Kookaburra overtook Grays and Gryphon to rank 2nd among hockey gear brands in New Zealand, with 25.2% of the searches.

  2. In September 2026, Malik overtook Bauer to rank 7th among hockey gear brands in New Zealand, with 2.6% of the searches.

  3. In September 2026, Osaka lost share of searches among hockey gear brands in New Zealand, from 34.2% to 30.4%.

  4. In September 2026, Adidas lost share of searches among hockey gear brands in New Zealand, from 7.1% to 4.3%.

  5. In September 2026, OBO lost share of searches among hockey gear brands in New Zealand, from 5.8% to 4.3%.

  6. In September 2026, Grays lost share of searches among hockey gear brands in New Zealand, from 16.8% to 15.7%.

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

Do you work for Adidas? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Adidas compete?

Adidas is ranked in 17 competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Sneaker brands2nd of 1019.6%Show ranking
Casual shoes brands2nd of 721.9%Show ranking
Rugby cleats brands2nd of 626%Show ranking
Football boot brands2nd of 627.2%Show ranking
Basketball shoe brands2nd of 627.6%Show ranking
Skate shoes brands2nd of 728.3%Show ranking
Sports bra brands3rd of 729.4%Show ranking
Baseball cleats brands2nd of 530.8%Show ranking
Turf shoes brands2nd of 530.8%Show ranking
Football cleats brands2nd of 431.3%Show ranking
Indoor soccer shoes brands2nd of 538.9%Show ranking
Soccer boots brands2nd of 438.9%Show ranking
Football brands2nd of 539.8%Show ranking
Golf shoe brands2nd of 539.8%Show ranking
Rugby gear brands3rd of 69.9%Show ranking
Padel racket brands6th of 70.22%Show ranking
Hockey gear brands5th of 84.3%Shown above
Creator with pink hair and a pink jacket

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