Brandwave

How popular isFirewire?

In September 2026, people searched for Firewire by name about 140 times in New Zealand, about the same as the previous year. These searches made up 26.4% of all New Zealand surfboard brand searches, placing Firewire second out of five brands. When we asked both ChatGPT and Google AI Overviews about surfboard brands, Firewire appeared in two of the five answers and was the joint second most recommended of the five.

Search and AI answers in September 2026

Firewire is the second most searched of 5 competitors and the joint second most recommended in AI answers.

  1. PyzelShare of searches 30.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  2. FirewireShare of searches 26.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd
  3. JS IndustriesShare of searches 20.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  4. TorqShare of searches 20.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th
  5. Ocean & EarthShare of searches 1.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd
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Top surfboard brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Firewire was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Firewire is the joint second most recommended of the five.

Most recommended by AI

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

  1. JS Industries1st
  2. Firewire2nd
  3. Ocean & Earth2nd
  4. Torq4th
  5. Pyzel5th

Mentioned by AI

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

  • JS Industries4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Torq4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Pyzel2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Firewire2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Ocean & Earth2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about surfboard brands

5 answers

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

Which surfboard brands compete with Firewire?

Firewire against surfboard brands in New Zealand, by month

Share of searches by month for Pyzel, Firewire, JS Industries, Torq. The figures are in the table below the chart.

View monthly share of searches table
MonthPyzelFirewireJS IndustriesTorqOcean & Earth
Oct 202529.6%25.9%20.4%20.4%3.7%
Nov 202524.7%23.3%19.2%30.1%2.7%
Dec 202530.3%22.4%18.4%26.3%2.6%
Jan 202627.7%27.7%14.9%27.7%2.1%
Feb 202631%31%16.7%20.2%1.2%
Mar 202628.6%39.8%17.3%13.3%1%
Apr 202633%33%21.6%11.3%1%
May 202635.7%39.8%17.3%6.1%1%
Jun 202640.5%28.4%18.9%10.8%1.4%
Jul 202637.3%28.8%18.6%13.6%1.7%
Aug 202636.2%36.2%15.5%10.3%1.7%
Sep 202630.2%26.4%20.8%20.8%1.9%

  1. 1.Pyzel

    30.2%

    Moved from 2nd to 1st. 160 estimated branded searches, -23.8% vs prior month. Share -6 points.

  2. 2.Firewire

    26.4%

    Moved from 1st to 2nd. 140 estimated branded searches, -33.3% vs prior month. Share -9.8 points.

  3. 3.JS Industries

    20.8%

    Held 3rd. 110 estimated branded searches, +22.2% vs prior month. Share +5.2 points.

  4. 4.Torq

    20.8%

    Held 4th. 110 estimated branded searches, +83.3% vs prior month. Share +10.4 points.

  5. 5.Ocean & Earth

    1.9%

    Held 5th. 10 estimated branded searches, 0% vs prior month. Share +0.2 points.

Compare popularity between Firewire and its closest rivals

Every comparison with Firewire

3 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Firewire in New Zealand held steady at 140.
  • Across the 12 months ending September 2026, Firewire’s share of searches among surfboard brands in New Zealand peaked at 39.8% in March 2026 and was lowest at 22.4% in December 2025.

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

5 changes

  1. In September 2026, Torq gained share of searches among surfboard brands in New Zealand, from 10.3% to 20.8%.

  2. In September 2026, JS Industries gained share of searches among surfboard brands in New Zealand, from 15.5% to 20.8%.

  3. In September 2026, Firewire lost share of searches among surfboard brands in New Zealand, from 36.2% to 26.4%.

  4. In September 2026, Pyzel lost share of searches among surfboard brands in New Zealand, from 36.2% to 30.2%.

  5. Ocean & Earth’s share of searches among surfboard brands in New Zealand has gained ground for 3 months in a row, from 1.4% to 1.9% in September 2026.

How are Firewire’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Firewire’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • firewire surfboard

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How the Brand Demand Index is measured

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