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 39.8% of all New Zealand football brand searches, placing Adidas second out of five brands. When we asked both ChatGPT and Google AI Overviews about football brands, Adidas appeared in all answers and was the most recommended of the five.
Adidas is the second most searched of 5 competitors and the most recommended in AI answers.
NikeShare of searches 43.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
AdidasShare of searches 39.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
PumaShare of searches 17%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
SelectShare of searches 0.04%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
MitreShare of searches 0.03%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
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Top football brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Adidas appeared in all five answers. Adidas is the most recommended of the five.
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.
- Nike5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Adidas5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Mitre5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Puma3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Select2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
See every answer about football brands
5 answers
Asked ChatGPT
“Which football brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best football brands in New Zealand?”
Asked ChatGPT
“What's the best football brand in New Zealand for a training match?”
Searched Google, AI Overview
“size 5 football”
Searched Google, AI Overview
“soccer ball brands”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.
Which football brands compete with Adidas?
Share of searches by month for Nike, Adidas, Puma. The figures are in the table below the chart.
View monthly share of searches table
| Month | Nike | Adidas | Puma | Select | Mitre |
|---|---|---|---|---|---|
| Oct 2025 | 47.1% | 38.4% | 14.3% | 0.04% | 0.03% |
| Nov 2025 | 48.5% | 38.9% | 12.6% | 0.02% | 0.03% |
| Dec 2025 | 50.4% | 34.1% | 15.5% | 0.02% | 0.02% |
| Jan 2026 | 51.8% | 34.2% | 14% | 0.03% | 0.03% |
| Feb 2026 | 48.8% | 37.6% | 13.5% | 0.02% | 0.02% |
| Mar 2026 | 46.3% | 39.4% | 14.2% | 0.02% | 0.02% |
| Apr 2026 | 45.7% | 39.4% | 14.9% | 0.04% | 0.03% |
| May 2026 | 44.4% | 41.8% | 13.8% | 0.03% | 0.03% |
| Jun 2026 | 41.9% | 38.1% | 20% | 0.03% | 0.03% |
| Jul 2026 | 42.4% | 39.2% | 18.3% | 0.04% | 0.04% |
| Aug 2026 | 45.1% | 38.5% | 16.3% | 0.03% | 0.05% |
| Sep 2026 | 43.2% | 39.8% | 17% | 0.04% | 0.03% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 43.2% | 72.7K | -9.9% | -1.9 points | |
| 2, held 2nd | 39.8% | 67K | -2.8% | +1.3 points | |
| 3, held 3rd | 17% | 28.6K | -2.2% | +0.6 points | |
| 4, moved from 5th to 4th | 0.04% | 70 | +40% | 0 pointsmoved from 5th to 4th | |
| 5, moved from 4th to 5th | 0.03% | 50 | -44.4% | 0 pointsmoved from 4th to 5th |
1.
Nike43.2%
Held 1st. 72.7K estimated branded searches, -9.9% vs prior month. Share -1.9 points.
2.
Adidas39.8%
Held 2nd. 67K estimated branded searches, -2.8% vs prior month. Share +1.3 points.
3.
Puma17%
Held 3rd. 28.6K estimated branded searches, -2.2% vs prior month. Share +0.6 points.
4.
Select0.04%
Moved from 5th to 4th. 70 estimated branded searches, +40% vs prior month. Share 0 points.
5.
Mitre0.03%
Moved from 4th to 5th. 50 estimated branded searches, -44.4% vs prior month. Share 0 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 brands in New Zealand increased from 38.4% to 39.8%.
- Across the 12 months ending September 2026, Adidas’ share of searches among football brands in New Zealand peaked at 41.8% in May 2026 and was lowest at 34.1% in December 2025.
How did search popularity change for New Zealand football brands in September 2026?
5 changes
In September 2026, Adidas gained share of searches among football brands in New Zealand, from 38.5% to 39.8%.
In September 2026, Puma gained share of searches among football brands in New Zealand, from 16.3% to 17%.
In September 2026, Nike lost share of searches among football brands in New Zealand, from 45.1% to 43.2%.
In September 2026, Select rose from 5th to 4th among football brands in New Zealand.
In September 2026, Mitre fell from 4th to 5th among football brands in New Zealand.
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.
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% | Show ranking |
| 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% | Shown above |
| 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.