Brandwave

How popular isFive Ten?

In September 2026, people searched for Five Ten by name about 70 times in New Zealand, about the same as the previous year. These searches made up 1.9% of all New Zealand climbing shoes brand searches, placing Five Ten fifth out of six brands. When we asked both ChatGPT and Google AI Overviews about climbing shoes brands, Five Ten appeared in three of the five answers and was the fourth most recommended of the six.

Search and AI answers in September 2026

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

  1. Black DiamondShare of searches 52.5%Mentioned in 1 of 5 AI answersPlace in AI recommendations –
  2. La SportivaShare of searches 35.9%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. SCARPAShare of searches 5.8%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
  4. EvolvShare of searches 1.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  5. Five TenShare of searches 1.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th

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Top climbing shoes brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Five Ten was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Five Ten 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. La Sportiva1st
  2. Tenaya2nd
  3. Evolv3rd
  4. Five Ten4th
  5. SCARPA5th
  6. Black Diamond–

Mentioned by AI

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

  • La Sportiva5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Five Ten3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Evolv2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tenaya2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Black Diamond1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • SCARPA1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about climbing shoes brands

5 answers

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.

Which climbing shoes brands compete with Five Ten?

Five Ten against climbing shoes brands in New Zealand, by month

Share of searches by month for Black Diamond, La Sportiva, SCARPA, Five Ten. The figures are in the table below the chart.

View monthly share of searches table
MonthBlack DiamondLa SportivaSCARPAEvolvFive TenTenaya
Oct 202549.2%37.9%6.4%1.1%2.7%2.7%
Nov 202549.8%38.3%5.4%1.1%2.7%2.7%
Dec 202545.1%45.1%3.8%1.7%2.4%1.7%
Jan 202644.4%44.4%4.8%1.7%3.1%1.7%
Feb 202650.2%38.6%4.2%1.5%2.7%2.7%
Mar 202644.1%44.1%5.8%1.4%3.1%1.7%
Apr 202644.8%44.8%4.8%1.4%1.7%2.4%
May 202648.3%39.3%6.3%1.2%2.7%2.1%
Jun 202649.8%40.5%5.3%1.2%1.6%1.6%
Jul 202649.5%40.2%5.3%1.2%2.2%1.5%
Aug 202649.2%41.5%5.4%1.3%1.3%1.3%
Sep 202652.5%35.9%5.8%1.9%1.9%1.9%

  1. 1.Black Diamond

    52.5%

    Held 1st. 1.9K estimated branded searches, 0% vs prior month. Share +3.3 points.

  2. 2.La Sportiva

    35.9%

    Held 2nd. 1.3K estimated branded searches, -18.8% vs prior month. Share -5.5 points.

  3. 3.SCARPA

    5.8%

    Held 3rd. 210 estimated branded searches, 0% vs prior month. Share +0.4 points.

  4. 4.Evolv

    1.9%

    Held 4th. 70 estimated branded searches, +40% vs prior month. Share +0.6 points.

  5. 5.Five Ten

    1.9%

    Held 5th. 70 estimated branded searches, +40% vs prior month. Share +0.6 points.

  6. 6.Tenaya

    1.9%

    Held 6th. 70 estimated branded searches, +40% vs prior month. Share +0.6 points.

Compare popularity between Five Ten and its closest rivals

Every comparison with Five Ten

10 comparisons

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

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Five Ten in New Zealand held steady at 70.
  • Across the 12 months ending September 2026, Five Ten’s share of searches among climbing shoes brands in New Zealand decreased from 2.7% to 1.9%.
  • Across the 12 months ending September 2026, Five Ten’s share of searches among climbing shoes brands in New Zealand peaked at 3.1% in January 2026 and was lowest at 1.3% in August 2026.
  • Across the 12 months ending September 2026, Five Ten fell from 4th to 5th among climbing shoes brands in New Zealand.

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

6 changes

  1. In September 2026, Black Diamond gained share of searches among climbing shoes brands in New Zealand, from 49.2% to 52.5%.

  2. In September 2026, Evolv gained share of searches among climbing shoes brands in New Zealand, from 1.3% to 1.9%.

  3. In September 2026, Five Ten gained share of searches among climbing shoes brands in New Zealand, from 1.3% to 1.9%.

  4. In September 2026, Tenaya gained share of searches among climbing shoes brands in New Zealand, from 1.3% to 1.9%.

  5. In September 2026, La Sportiva lost share of searches among climbing shoes brands in New Zealand, from 41.5% to 35.9%.

  6. Estimated monthly branded searches for SCARPA in New Zealand rose 23.5% over 12 measured months, from 170 to 210 in September 2026.

How are Five Ten’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Five Ten’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.

  • five ten

How the Brand Demand Index is measured

Who owns Five Ten?

Five Ten is owned by Adidas. Brandwave also tracks Adidas, owned by the same company, in New Zealand.

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

Where does Five Ten compete?

Five Ten is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Climbing shoes brands5th of 61.9%Shown above
MTB shoes brands6th of 73.4%Show ranking
Creator with pink hair and a pink jacket

Is Five Ten your brand?

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