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 11.4% of all New Zealand running shoe brand searches, placing HOKA third out of seven brands. When we asked both ChatGPT and Google AI Overviews about running 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 third most searched of 7 competitors and the third most recommended in AI answers.

  1. New BalanceShare of searches 44.6%Mentioned in 5 of 5 AI answersPlace in AI recommendations 4th
  2. ASICSShare of searches 30.3%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. HOKAShare of searches 11.4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
  4. OnShare of searches 6.4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. MizunoShare of searches 3.2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

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Top running shoe brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, HOKA appeared in all five 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. ASICS1st
  2. Brooks2nd
  3. HOKA3rd
  4. New Balance4th
  5. Saucony5th
  6. On–
  7. Mizuno–

Mentioned by AI

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

  • New Balance5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • ASICS5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • HOKA5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Brooks5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Saucony2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • On0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Mizuno0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about running shoe 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 19, 2026.

Which running shoe brands compete with HOKA?

HOKA against running shoe brands in New Zealand, by month

Share of searches by month for New Balance, ASICS, HOKA, On, Mizuno, Saucony. The figures are in the table below the chart.

View monthly share of searches table
MonthNew BalanceASICSHOKAOnMizunoSauconyBrooks
Oct 202544.4%28.3%14.1%5.9%3.1%2.4%1.7%
Nov 202544.9%28.3%14.8%5.4%2.6%2.3%1.7%
Dec 202545.7%26.1%16.2%5.6%2.7%1.9%1.8%
Jan 202640.1%31.2%15.3%5.6%3.5%2.3%1.9%
Feb 202638.5%33.3%15.6%4.8%3.7%2.2%1.9%
Mar 202641.8%31.8%13.4%5.2%4%2.2%1.7%
Apr 202642.5%29.9%13.6%5.9%4%2.3%1.8%
May 202647.3%28.2%11%5.8%3.4%2.1%2.2%
Jun 202648.6%27.3%10.7%6.5%3%2%1.9%
Jul 202644.2%31.7%11.7%4.9%3.4%2%2.2%
Aug 202644.9%31.1%11.6%5%3.3%2.2%1.9%
Sep 202644.6%30.3%11.4%6.4%3.2%2.2%1.8%

  1. 1.New Balance

    44.6%

    Held 1st. 65.7K estimated branded searches, -0.76% vs prior month. Share -0.3 points.

  2. 2.ASICS

    30.3%

    Held 2nd. 44.6K estimated branded searches, -2.8% vs prior month. Share -0.9 points.

  3. 3.HOKA

    11.4%

    Held 3rd. 16.9K estimated branded searches, -1.6% vs prior month. Share -0.2 points.

  4. 4.On

    6.4%

    Held 4th. 9.5K estimated branded searches, +28.8% vs prior month. Share +1.4 points.

  5. 5.Mizuno

    3.2%

    Held 5th. 4.8K estimated branded searches, -1% vs prior month. Share 0 points.

  6. 6.Saucony

    2.2%

    Held 6th. 3.3K estimated branded searches, -0.31% vs prior month. Share 0 points.

  7. 7.Brooks

    1.8%

    Held 7th. 2.7K estimated branded searches, -3.2% 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 running shoe brands in New Zealand decreased from 14.1% to 11.4%.
  • Across the 12 months ending September 2026, HOKA’s share of searches among running shoe brands in New Zealand peaked at 16.2% in December 2025 and was lowest at 10.7% in June 2026.

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

5 changes

  1. In September 2026, On gained share of searches among running shoe brands in New Zealand, from 5% to 6.4%.

  2. In September 2026, ASICS lost share of searches among running shoe brands in New Zealand, from 31.1% to 30.3%.

  3. Estimated monthly branded searches for Brooks in New Zealand rose 28.7% over 12 measured months, from 2.1K to 2.7K in September 2026.

  4. Estimated monthly branded searches for Mizuno in New Zealand rose 24.9% over 12 measured months, from 3.8K to 4.8K in September 2026.

  5. Estimated monthly branded searches for New Balance in New Zealand rose 20.6% over 12 measured months, from 54.5K to 65.7K 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%Shown above
Hiking footwear brands1st of 944.1%Show ranking
Walking boot brands1st of 764.9%Show ranking
Hiking shoe brands1st of 764.9%Show ranking
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