Brandwave

How popular isNew Balance?

In September 2026, people searched for New Balance by name about 78,000 times in New Zealand, a 26.8% increase from the previous year. These searches made up 21.5% of all New Zealand casual shoes brand searches, placing New Balance third out of seven brands. When we asked both ChatGPT and Google AI Overviews about casual shoes brands, New Balance appeared in all answers and was the second most recommended of the seven.

Search and AI answers in September 2026

New Balance is the third most searched of 7 competitors and the second most recommended in AI answers.

  1. NikeShare of searches 23.8%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. AdidasShare of searches 21.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  3. New BalanceShare of searches 21.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  4. ASICSShare of searches 14.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  5. PumaShare of searches 9.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

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Top casual shoes brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, New Balance appeared in all five answers. New Balance is the second most recommended of the seven.

Most recommended by AI

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

  1. Skechers1st
  2. New Balance2nd
  3. ASICS3rd
  4. Ecco4th
  5. Adidas5th
  6. Nike–
  7. Puma–

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
  • Skechers5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • ASICS4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Ecco3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Adidas2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Nike0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Puma0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about casual shoes 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 casual shoes brands compete with New Balance?

New Balance against casual shoes brands in New Zealand, by month

Share of searches by month for Nike, Adidas, New Balance, ASICS, Puma, Skechers. The figures are in the table below the chart.

View monthly share of searches table
MonthNikeAdidasNew BalanceASICSPumaSkechersEcco
Oct 202527.1%22.1%19.9%12.6%8.2%9.5%0.59%
Nov 202528.3%22.7%18.8%11.8%7.4%10.5%0.54%
Dec 202530.6%20.7%18.8%10.7%9.4%9.4%0.46%
Jan 202628.9%19.1%19.5%15.1%7.8%9.1%0.53%
Feb 202626.8%20.7%19.3%16.6%7.4%8.7%0.49%
Mar 202626.6%22.6%18.9%14.3%8.2%8.9%0.54%
Apr 202625.4%21.9%20.5%14.4%8.3%9%0.54%
May 202624.2%22.8%22.9%13.6%7.5%8.3%0.59%
Jun 202623.4%21.3%22.9%12.8%11.2%7.8%0.56%
Jul 202624.5%22.7%20.2%14.5%10.6%7%0.48%
Aug 202625.3%21.6%20.8%14.4%9.2%8.2%0.49%
Sep 202623.8%21.9%21.5%14.5%9.3%8.5%0.61%

  1. 1.Nike

    23.8%

    Held 1st. 72.7K estimated branded searches, -9.9% vs prior month. Share -1.6 points.

  2. 2.Adidas

    21.9%

    Held 2nd. 67K estimated branded searches, -2.8% vs prior month. Share +0.2 points.

  3. 3.New Balance

    21.5%

    Held 3rd. 65.7K estimated branded searches, -0.76% vs prior month. Share +0.7 points.

  4. 4.ASICS

    14.5%

    Held 4th. 44.4K estimated branded searches, -2.8% vs prior month. Share +0.2 points.

  5. 5.Puma

    9.3%

    Held 5th. 28.6K estimated branded searches, -2.2% vs prior month. Share +0.2 points.

  6. 6.Skechers

    8.5%

    Held 6th. 25.9K estimated branded searches, -1.1% vs prior month. Share +0.2 points.

  7. 7.Ecco

    0.61%

    Held 7th. 1.9K estimated branded searches, +19.2% vs prior month. Share +0.1 points.

Compare popularity between New Balance and its closest rivals

Every comparison with New Balance

20 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for New Balance in New Zealand rose from 61.5K to 78K.
  • Across the 12 months ending September 2026, New Balance’s share of searches among casual shoes brands in New Zealand increased from 19.9% to 21.5%.
  • Across the 12 months ending September 2026, New Balance’s share of searches among casual shoes brands in New Zealand peaked at 22.9% in June 2026 and was lowest at 18.8% in November 2025.

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

6 changes

  1. In September 2026, New Balance gained share of searches among casual shoes brands in New Zealand, from 20.8% to 21.5%.

  2. In September 2026, Nike lost share of searches among casual shoes brands in New Zealand, from 25.3% to 23.8%.

  3. Estimated monthly branded searches for ASICS in New Zealand rose 28.3% over 12 measured months, from 34.6K to 44.4K in September 2026.

  4. Estimated monthly branded searches for Puma in New Zealand rose 26.6% over 12 measured months, from 22.6K to 28.6K in September 2026.

  5. Estimated monthly branded searches for Ecco in New Zealand rose 14.8% over 12 measured months, from 1.6K to 1.9K in September 2026.

  6. Estimated monthly branded searches for Adidas in New Zealand rose 10.8% over 12 measured months, from 60.5K to 67K in September 2026.

How are New Balance’s branded searches counted?

15 search terms

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

  • new balance
  • new balance 1080
  • new balance 2002r
  • new balance 530
  • new balance 550
  • new balance 574
  • new balance 740
  • new balance 9060
  • new balance outlets
  • new balance shoes
  • new balance sneakers
  • newbalance
  • newbalance 327
  • newbalance shoes
  • newbalance sneakers

Do you work for New Balance? 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 New Balance compete?

New Balance is ranked in ten competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Sneaker brands3rd of 1019.5%Show ranking
Casual shoes brands3rd of 721.5%Shown above
Rugby cleats brands3rd of 625.5%Show ranking
Football boot brands3rd of 626.7%Show ranking
Basketball shoe brands3rd of 627.1%Show ranking
Skate shoes brands3rd of 727.8%Show ranking
Baseball cleats brands3rd of 530.2%Show ranking
Turf shoes brands3rd of 530.2%Show ranking
Football cleats brands3rd of 430.7%Show ranking
Running shoe brands1st of 744.6%Show ranking
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Is New Balance your brand?

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