Brandwave

How popular isHOKA?

In September 2026, people searched for HOKA by name about 16,900 times in New Zealand, about the same as the previous year. These searches made up 64.9% of all New Zealand hiking shoe brand searches, placing HOKA first out of seven brands. When we asked both ChatGPT and Google AI Overviews about hiking shoe brands, HOKA appeared in all answers and was the third most recommended of the seven.

Search and AI answers in September 2026

HOKA is the most searched of 7 competitors and the third most recommended in AI answers.

  1. HOKAShare of searches 64.9%Mentioned in 4 of 4 AI answersPlace in AI recommendations 3rd
  2. MerrellShare of searches 19.3%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  3. La SportivaShare of searches 7.2%Mentioned in 2 of 4 AI answersPlace in AI recommendations 4th
  4. AltraShare of searches 4.9%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  5. ColumbiaShare of searches 1.9%Mentioned in 2 of 4 AI answersPlace in AI recommendations 6th

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Top hiking shoe brands in ChatGPT and Google AI Overviews

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

Most recommended by AI

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

  1. Merrell1st
  2. Salomon2nd
  3. HOKA3rd
  4. La Sportiva4th
  5. KEEN5th
  6. Columbia6th
  7. Altra–

Mentioned by AI

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

  • HOKA4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Merrell4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Salomon3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • La Sportiva2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Columbia2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • KEEN2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Altra0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about hiking shoe brands

4 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 hiking shoe brands compete with HOKA?

HOKA against hiking shoe brands in New Zealand, by month

Share of searches by month for HOKA, Merrell, La Sportiva, Altra. The figures are in the table below the chart.

View monthly share of searches table
MonthHOKAMerrellLa SportivaAltraColumbiaSalomonKEEN
Oct 202569.7%16.9%5.7%4.1%1.8%1.5%0.23%
Nov 202571.9%17.2%4.3%3.8%1.2%1.3%0.3%
Dec 202572.1%15%5.7%3.9%1.9%1.3%0.18%
Jan 202669.6%16.4%6.2%4.2%2%1.4%0.14%
Feb 202671.9%15.3%5.2%3.7%1.9%1.7%0.16%
Mar 202667.7%15.9%7.3%4.9%2.1%2%0.17%
Apr 202667.5%17.5%6.4%4.3%2.5%1.6%0.25%
May 202666.7%15.8%7.5%5.1%3.1%1.6%0.17%
Jun 202666.6%16.1%7.5%5.1%3%1.5%0.23%
Jul 202664.1%19.3%7.2%4.8%2.7%1.5%0.28%
Aug 202665.2%16.5%8.9%4.9%2.9%1.4%0.22%
Sep 202664.9%19.3%7.2%4.9%1.9%1.6%0.11%

  1. 1.HOKA

    64.9%

    Held 1st. 11.7K estimated branded searches, -0.76% vs prior month. Share -0.2 points.

  2. 2.Merrell

    19.3%

    Held 2nd. 3.5K estimated branded searches, +16.8% vs prior month. Share +2.8 points.

  3. 3.La Sportiva

    7.2%

    Held 3rd. 1.3K estimated branded searches, -18.8% vs prior month. Share -1.6 points.

  4. 4.Altra

    4.9%

    Held 4th. 880 estimated branded searches, 0% vs prior month. Share 0 points.

  5. 5.Columbia

    1.9%

    Held 5th. 350 estimated branded searches, -34% vs prior month. Share -1 points.

  6. 6.Salomon

    1.6%

    Held 6th. 280 estimated branded searches, +7.7% vs prior month. Share +0.1 points.

  7. 7.KEEN

    0.11%

    Held 7th. 20 estimated branded searches, -50% vs prior month. Share -0.1 points.

Compare popularity between HOKA and its closest rivals

Every comparison with HOKA

16 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for HOKA in New Zealand held steady, from 17.3K to 16.9K.
  • Across the 12 months ending September 2026, HOKA’s share of searches among hiking shoe brands in New Zealand decreased from 69.7% to 64.9%.
  • Across the 12 months ending September 2026, HOKA’s share of searches among hiking shoe brands in New Zealand peaked at 72.1% in December 2025 and was lowest at 64.1% in July 2026.

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

5 changes

  1. In September 2026, Merrell gained share of searches among hiking shoe brands in New Zealand, from 16.5% to 19.3%.

  2. In September 2026, La Sportiva lost share of searches among hiking shoe brands in New Zealand, from 8.9% to 7.2%.

  3. In September 2026, Columbia lost share of searches among hiking shoe brands in New Zealand, from 2.9% to 1.9%.

  4. Estimated monthly branded searches for Altra in New Zealand rose 22.2% over 12 measured months, from 720 to 880 in September 2026.

  5. Estimated monthly branded searches for KEEN in New Zealand fell 50% over 12 measured months, from 40 to 20 in September 2026.

How are HOKA’s branded searches counted?

9 search terms

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

  • hoka
  • hoka bondi
  • hoka clifton
  • hoka clifton 9
  • hoka gym shoes
  • hoka shoes
  • hoka speedgoat
  • hoka speedgoat 6
  • hoka trainers

Do you work for HOKA? 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 HOKA compete?

HOKA is ranked in four competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Running shoe brands3rd of 711.4%Show ranking
Hiking footwear brands1st of 944.1%Show ranking
Walking boot brands1st of 764.9%Show ranking
Hiking shoe brands1st of 764.9%Shown above
Creator with pink hair and a pink jacket

Is HOKA your brand?

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