Brandwave

How popular isBLK?

In September 2026, people searched for BLK by name about 100 times in New Zealand, a 25% increase from the previous year. These searches made up 1.3% of all New Zealand rugby gear brand searches, placing BLK fifth out of six brands. When we asked both ChatGPT and Google AI Overviews about rugby gear brands, BLK appeared in one of the five answers and was the fourth most recommended of the six.

Search and AI answers in September 2026

BLK is the fifth most searched of 6 competitors and the fourth most recommended in AI answers.

  1. CanterburyShare of searches 65.3%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. SteedenShare of searches 13.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. AdidasShare of searches 9.9%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  4. GilbertShare of searches 9.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
  5. BLKShare of searches 1.3%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th

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Top rugby gear brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, BLK was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. BLK is the fourth most recommended of the six.

Most recommended by AI

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

  1. Canterbury1st
  2. Adidas2nd
  3. Gilbert3rd
  4. BLK4th
  5. Steeden–
  6. Kooga–

Mentioned by AI

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

  • Canterbury5 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
  • Gilbert5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • BLK1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Steeden0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Kooga0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about rugby gear brands

5 answers

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 rugby gear brands compete with BLK?

BLK against rugby gear brands in New Zealand, by month

Share of searches by month for Canterbury, Steeden, Adidas, Gilbert, BLK. The figures are in the table below the chart.

View monthly share of searches table
MonthCanterburySteedenAdidasGilbertBLKKooga
Oct 202572.4%10.6%6.9%8.6%1.1%0.4%
Nov 202579.3%7.6%4.9%6.8%1.2%0.19%
Dec 202579.4%7.8%5.3%5.9%1.3%0.38%
Jan 202673.9%3.7%14.1%6.3%1.7%0.31%
Feb 202657%6.2%22.3%13%1.3%0.23%
Mar 202646.9%5.2%35.2%11.3%1.3%0.24%
Apr 202667.1%8.6%13.3%8.8%1.8%0.38%
May 202663.1%10.6%11.6%13.4%1%0.38%
Jun 202652.6%9.8%14.6%21.9%0.96%0.21%
Jul 202662.4%8%9.9%18.3%1.2%0.1%
Aug 202667%9.8%9.9%12.2%0.87%0.33%
Sep 202665.3%13.7%9.9%9.5%1.3%0.26%

  1. 1.Canterbury

    65.3%

    Held 1st. 5K estimated branded searches, -19.7% vs prior month. Share -1.6 points.

  2. 2.Steeden

    13.7%

    Moved from 4th to 2nd. 1K estimated branded searches, +15.6% vs prior month. Share +4 points.

  3. 3.Adidas

    9.9%

    Held 3rd. 750 estimated branded searches, -17.6% vs prior month. Share 0 points.

  4. 4.Gilbert

    9.5%

    Moved from 2nd to 4th. 720 estimated branded searches, -36.3% vs prior month. Share -2.8 points.

  5. 5.BLK

    1.3%

    Held 5th. 100 estimated branded searches, +25% vs prior month. Share +0.5 points.

  6. 6.Kooga

    0.26%

    Held 6th. 20 estimated branded searches, -33.3% vs prior month. Share -0.1 points.

Compare popularity between BLK and its closest rivals

Every comparison with BLK

4 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for BLK in New Zealand rose from 80 to 100.
  • Across the 12 months ending September 2026, BLK’s share of searches among rugby gear brands in New Zealand held steady, from 1.1% to 1.3%.

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

6 changes

  1. In September 2026, Steeden overtook Gilbert and Adidas to rank 2nd among rugby gear brands in New Zealand, with 13.7% of the searches.

  2. In September 2026, Gilbert lost share of searches among rugby gear brands in New Zealand, from 12.2% to 9.5%.

  3. In September 2026, Canterbury lost share of searches among rugby gear brands in New Zealand, from 67% to 65.3%.

  4. Estimated monthly branded searches for Adidas in New Zealand rose 44.2% over 12 measured months, from 520 to 750 in September 2026.

  5. Estimated monthly branded searches for BLK in New Zealand rose 25% over 12 measured months, from 80 to 100 in September 2026.

  6. Estimated monthly branded searches for Kooga in New Zealand fell 33.3% over 12 measured months, from 30 to 20 in September 2026.

How are BLK’s branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using BLK’s 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.

  • blk rugby
  • blk rugby boots
  • blk rugby jersey
  • blk sport

Do you work for BLK? 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

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