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 26% of all New Zealand rugby cleats brand searches, placing Adidas second out of six brands. When we asked both ChatGPT and Google AI Overviews about rugby cleats brands, Adidas appeared in all answers and was the most recommended of the six.

Search and AI answers in September 2026

Adidas is the second most searched of 6 competitors and the most recommended in AI answers.

  1. NikeShare of searches 28.2%Mentioned in 2 of 4 AI answersPlace in AI recommendations 4th
  2. AdidasShare of searches 26%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  3. New BalanceShare of searches 25.5%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  4. ASICSShare of searches 17.2%Mentioned in 1 of 4 AI answersPlace in AI recommendations 5th
  5. CanterburyShare of searches 1.6%Mentioned in 4 of 4 AI answersPlace in AI recommendations 2nd

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Top rugby cleats brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Adidas appeared in all four answers. Adidas is the most recommended of the six.

Most recommended by AI

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

  1. Adidas1st
  2. Canterbury2nd
  3. Mizuno3rd
  4. Nike4th
  5. ASICS5th
  6. New Balance–

Mentioned by AI

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

  • Adidas4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Canterbury4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Mizuno3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Nike2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • ASICS1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • New Balance0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about rugby cleats brands

4 answers

  • Asked ChatGPT

    “Which rugby cleats brand should I buy in New Zealand?”

    1. 1Canterbury
    2. 2Adidas
    3. 3Mizuno
    4. 4Nike

  • Asked ChatGPT

    “What are the best rugby cleats brands in New Zealand?”

    1. 1Adidas
    2. 2Canterbury
    3. 3Mizuno
    4. 4Nike
    5. 5ASICS

  • Asked ChatGPT

    “What's the best rugby cleats brand in New Zealand for wet fields?”

    1. 1Adidas
    2. 2Canterbury
    3. 3Mizuno

  • Searched Google, AI Overview

    “rugby boots nz”

    Google showed no AI Overview for this search.

  • Searched Google, AI Overview

    “cleats for rugby”

    1. 1Adidas
    2. 2Canterbury

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.

Which rugby cleats brands compete with Adidas?

Adidas against rugby cleats brands in New Zealand, by month

Share of searches by month for Nike, Adidas, New Balance, ASICS. The figures are in the table below the chart.

View monthly share of searches table
MonthNikeAdidasNew BalanceASICSCanterburyMizuno
Oct 202532%26.1%23.6%15%1.9%1.4%
Nov 202533.5%26.9%22.2%13.9%2.4%1.1%
Dec 202536.7%24.8%22.5%12.8%2%1.1%
Jan 202633.8%22.3%22.8%17.7%1.8%1.7%
Feb 202631%23.9%22.3%19.2%1.9%1.8%
Mar 202631.1%26.5%22.1%16.7%1.8%1.8%
Apr 202629.7%25.7%24.1%16.9%1.7%1.9%
May 202628.1%26.5%26.6%15.8%1.4%1.7%
Jun 202628.3%25.7%27.7%15.5%1.4%1.4%
Jul 202628.9%26.8%23.9%17.1%1.7%1.6%
Aug 202629.9%25.6%24.6%17%1.6%1.4%
Sep 202628.2%26%25.5%17.2%1.6%1.5%

  1. 1.Nike

    28.2%

    Held 1st. 72.7K estimated branded searches, -9.9% vs prior month. Share -1.7 points.

  2. 2.Adidas

    26%

    Held 2nd. 67K estimated branded searches, -2.8% vs prior month. Share +0.4 points.

  3. 3.New Balance

    25.5%

    Held 3rd. 65.7K estimated branded searches, -0.76% vs prior month. Share +0.9 points.

  4. 4.ASICS

    17.2%

    Held 4th. 44.4K estimated branded searches, -2.8% vs prior month. Share +0.3 points.

  5. 5.Canterbury

    1.6%

    Held 5th. 4K estimated branded searches, -4.8% vs prior month. Share 0 points.

  6. 6.Mizuno

    1.5%

    Held 6th. 3.9K estimated branded searches, -0.26% vs prior month. Share +0.1 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?

2 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 rugby cleats brands in New Zealand peaked at 26.9% in November 2025 and was lowest at 22.3% in January 2026.

How did search popularity change for New Zealand rugby cleats brands in September 2026?

6 changes

  1. In September 2026, New Balance gained share of searches among rugby cleats brands in New Zealand, from 24.6% to 25.5%.

  2. In September 2026, Nike lost share of searches among rugby cleats brands in New Zealand, from 29.9% to 28.2%.

  3. Estimated monthly branded searches for ASICS in New Zealand rose 28.3% over 12 measured months, from 34.6K to 44.4K in September 2026.

  4. Estimated monthly branded searches for Mizuno in New Zealand rose 21.2% over 12 measured months, from 3.2K to 3.9K in September 2026.

  5. Estimated monthly branded searches for Adidas in New Zealand rose 10.8% over 12 measured months, from 60.5K to 67K in September 2026.

  6. Estimated monthly branded searches for Canterbury in New Zealand fell 11.1% over 12 measured months, from 4.5K to 4K in September 2026.

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%Shown above
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%Show ranking
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