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 26.7% of all New Zealand football boot brand searches, placing New Balance third out of six brands. When we asked both ChatGPT and Google AI Overviews about football boot brands, New Balance appeared in one of the four answers and was the fifth most recommended of the six.

Search and AI answers in September 2026

New Balance is the third most searched of 6 competitors and the fifth most recommended in AI answers.

  1. NikeShare of searches 29.5%Mentioned in 4 of 4 AI answersPlace in AI recommendations 2nd
  2. AdidasShare of searches 27.2%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  3. New BalanceShare of searches 26.7%Mentioned in 1 of 4 AI answersPlace in AI recommendations 5th
  4. PumaShare of searches 11.6%Mentioned in 4 of 4 AI answersPlace in AI recommendations 4th
  5. Under ArmourShare of searches 3.4%Mentioned in 0 of 4 AI answersPlace in AI recommendations –

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Top football boot brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, New Balance was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. New Balance is the fifth most recommended of the six.

Most recommended by AI

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

  1. Adidas1st
  2. Nike2nd
  3. Mizuno3rd
  4. Puma4th
  5. New Balance5th
  6. Under Armour–

Mentioned by AI

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

  • Nike4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Adidas4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Puma4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Mizuno3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • New Balance1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Under Armour0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about football boot brands

4 answers

  • Asked ChatGPT

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

    1. 1Adidas
    2. 2Nike
    3. 3Mizuno
    4. 4Puma

  • Asked ChatGPT

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

    1. 1Adidas
    2. 2Mizuno
    3. 3Puma
    4. 4Nike
    5. 5New Balance

  • Asked ChatGPT

    “What's the best football boot brand in New Zealand for match play?”

    1. 1Adidas
    2. 2Nike
    3. 3Puma

  • Searched Google, AI Overview

    “best football boots”

    1. 1Nike
    2. 2Adidas
    3. 3Mizuno
    4. 4Puma

  • Searched Google, AI Overview

    “kids football boots”

    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 19, 2026.

Which football boot brands compete with New Balance?

New Balance against football boot brands in New Zealand, by month

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

View monthly share of searches table
MonthNikeAdidasNew BalancePumaUnder ArmourMizuno
Oct 202533.1%27%24.4%10.1%3.9%1.4%
Nov 202534.9%28%23.2%9.1%3.8%1.1%
Dec 202536.6%24.7%22.5%11.2%3.8%1.1%
Jan 202636.2%23.9%24.4%9.8%3.9%1.8%
Feb 202634.1%26.3%24.5%9.4%3.6%2%
Mar 202633.1%28.2%23.6%10.2%3%1.9%
Apr 202631.5%27.2%25.5%10.2%3.6%2%
May 202629.7%28%28.1%9.2%3.3%1.8%
Jun 202628.4%25.8%27.8%13.5%3.1%1.4%
Jul 202629.7%27.5%24.6%12.8%3.8%1.6%
Aug 202631.2%26.7%25.6%11.3%3.6%1.5%
Sep 202629.5%27.2%26.7%11.6%3.4%1.6%

  1. 1.Nike

    29.5%

    Held 1st. 72.7K estimated branded searches, -9.9% vs prior month. Share -1.7 points.

  2. 2.Adidas

    27.2%

    Held 2nd. 67K estimated branded searches, -2.8% vs prior month. Share +0.5 points.

  3. 3.New Balance

    26.7%

    Held 3rd. 65.7K estimated branded searches, -0.76% vs prior month. Share +1.1 points.

  4. 4.Puma

    11.6%

    Held 4th. 28.6K estimated branded searches, -2.2% vs prior month. Share +0.3 points.

  5. 5.Under Armour

    3.4%

    Held 5th. 8.4K estimated branded searches, -10.8% vs prior month. Share -0.2 points.

  6. 6.Mizuno

    1.6%

    Held 6th. 3.9K estimated branded searches, -0.26% 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 football boot brands in New Zealand increased from 24.4% to 26.7%.
  • Across the 12 months ending September 2026, New Balance’s share of searches among football boot brands in New Zealand peaked at 28.1% in May 2026 and was lowest at 22.5% in December 2025.

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

5 changes

  1. In September 2026, New Balance gained share of searches among football boot brands in New Zealand, from 25.6% to 26.7%.

  2. In September 2026, Adidas gained share of searches among football boot brands in New Zealand, from 26.7% to 27.2%.

  3. In September 2026, Nike lost share of searches among football boot brands in New Zealand, from 31.2% to 29.5%.

  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 Mizuno in New Zealand rose 21.2% over 12 measured months, from 3.2K to 3.9K 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%Show ranking
Rugby cleats brands3rd of 625.5%Show ranking
Football boot brands3rd of 626.7%Shown above
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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