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 walking boot brand searches, placing HOKA first out of seven brands. When we asked both ChatGPT and Google AI Overviews about walking boot brands, HOKA did not appear in any of the answers.

Search and AI answers in September 2026

HOKA is the most searched of 7 competitors and not listed in any AI answer.

  1. HOKAShare of searches 64.9%Mentioned in 0 of 3 AI answersPlace in AI recommendations –
  2. MerrellShare of searches 19.3%Mentioned in 3 of 3 AI answersPlace in AI recommendations 2nd
  3. KEENShare of searches 8.9%Mentioned in 2 of 3 AI answersPlace in AI recommendations 4th
  4. LOWAShare of searches 4.2%Mentioned in 2 of 3 AI answersPlace in AI recommendations 3rd
  5. SalomonShare of searches 1.2%Mentioned in 3 of 3 AI answersPlace in AI recommendations 1st

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Top walking boot brands in ChatGPT and Google AI Overviews

In three ChatGPT questions, HOKA did not appear in any of the three answers.

Most recommended by AI

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

  1. Salomon1st
  2. Merrell2nd
  3. LOWA3rd
  4. KEEN4th
  5. HOKA–
  6. SCARPA–
  7. Meindl–

Mentioned by AI

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

  • Merrell3 of 3Named in 3 of 3 ChatGPT answers
  • Salomon3 of 3Named in 3 of 3 ChatGPT answers
  • KEEN2 of 3Named in 2 of 3 ChatGPT answers
  • LOWA2 of 3Named in 2 of 3 ChatGPT answers
  • HOKA0 of 3Named in 0 of 3 ChatGPT answers
  • SCARPA0 of 3Named in 0 of 3 ChatGPT answers
  • Meindl0 of 3Named in 0 of 3 ChatGPT answers

See every answer about walking boot brands

3 answers

  • Asked ChatGPT

    “Which walking boot brand should I buy in New Zealand?”

    1. 1Merrell
    2. 2Salomon
    3. 3KEEN

  • Asked ChatGPT

    “What are the best walking boot brands in New Zealand?”

    1. 1Salomon
    2. 2Merrell
    3. 3LOWA
    4. 4KEEN

  • Asked ChatGPT

    “What's the best walking boot brand in New Zealand for wet weather walking?”

    1. 1LOWA
    2. 2Salomon
    3. 3Merrell

  • Searched Google, AI Overview

    “best walking boots”

    Google showed no AI Overview for this search.

  • Searched Google, AI Overview

    “hiking boots for women”

    Google showed no AI Overview for this search.

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 walking boot brands compete with HOKA?

HOKA against walking boot brands in New Zealand, by month

Share of searches by month for HOKA, Merrell, KEEN, LOWA. The figures are in the table below the chart.

View monthly share of searches table
MonthHOKAMerrellKEENLOWASalomonSCARPAMeindl
Oct 202568.1%16.6%9%3.9%0.95%0.78%0.67%
Nov 202568.7%16.4%10%3%0.87%0.58%0.41%
Dec 202570.6%14.7%10.3%2.5%0.9%0.47%0.51%
Jan 202668.6%16.1%8.9%4.2%0.98%0.66%0.56%
Feb 202671.8%15.3%6.7%3.8%1.3%0.57%0.52%
Mar 202667.3%15.8%8.9%4.8%1.4%1.2%0.67%
Apr 202667.9%17.6%7.9%3.6%1.3%1%0.6%
May 202667.3%16%9.3%4.3%1.2%1.2%0.7%
Jun 202667.9%16.4%9.4%3.6%1%1%0.7%
Jul 202663.4%19.1%10.4%4%1.1%1.1%0.82%
Aug 202667%17%9.1%4.2%1.2%0.97%0.57%
Sep 202664.9%19.3%8.9%4.2%1.2%0.94%0.56%

  1. 1.HOKA

    64.9%

    Held 1st. 11.7K estimated branded searches, -0.76% vs prior month. Share -2.1 points.

  2. 2.Merrell

    19.3%

    Held 2nd. 3.5K estimated branded searches, +16.8% vs prior month. Share +2.4 points.

  3. 3.KEEN

    8.9%

    Held 3rd. 1.6K estimated branded searches, 0% vs prior month. Share -0.2 points.

  4. 4.LOWA

    4.2%

    Held 4th. 760 estimated branded searches, +4.1% vs prior month. Share +0.1 points.

  5. 5.Salomon

    1.2%

    Held 5th. 210 estimated branded searches, 0% vs prior month. Share 0 points.

  6. 6.SCARPA

    0.94%

    Held 6th. 170 estimated branded searches, 0% vs prior month. Share 0 points.

  7. 7.Meindl

    0.56%

    Held 7th. 100 estimated branded searches, 0% vs prior month. Share 0 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 walking boot brands in New Zealand decreased from 68.1% to 64.9%.
  • Across the 12 months ending September 2026, HOKA’s share of searches among walking boot brands in New Zealand peaked at 71.8% in February 2026 and was lowest at 63.4% in July 2026.

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

6 changes

  1. In September 2026, Merrell gained share of searches among walking boot brands in New Zealand, from 17% to 19.3%.

  2. In September 2026, HOKA lost share of searches among walking boot brands in New Zealand, from 67% to 64.9%.

  3. LOWA’s share of searches among walking boot brands in New Zealand has gained ground for 3 months in a row, from 3.6% to 4.2% in September 2026.

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

  5. Estimated monthly branded searches for SCARPA in New Zealand rose 21.4% over 12 measured months, from 140 to 170 in September 2026.

  6. Estimated monthly branded searches for Meindl in New Zealand fell 16.7% over 12 measured months, from 120 to 100 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%Shown above
Hiking shoe brands1st of 764.9%Show ranking
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Is HOKA your brand?

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