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 30.7% of all New Zealand football cleats brand searches, placing New Balance third out of four brands. When we asked both ChatGPT and Google AI Overviews about football cleats brands, New Balance appeared in two of the five answers and was the third most recommended of the four.

Search and AI answers in September 2026

New Balance is the third most searched of 4 competitors and the third most recommended in AI answers.

  1. NikeShare of searches 34%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. AdidasShare of searches 31.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  3. New BalanceShare of searches 30.7%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  4. Under ArmourShare of searches 3.9%Mentioned in 1 of 5 AI answersPlace in AI recommendations –
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Top football cleats brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, New Balance was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. New Balance is the third most recommended of the four.

Most recommended by AI

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

  1. Nike1st
  2. Adidas2nd
  3. New Balance3rd
  4. Under Armour–

Mentioned by AI

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

  • Nike5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Adidas4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • New Balance2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Under Armour1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about football cleats brands

5 answers

  • Asked ChatGPT

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

    1. 1Nike
    2. 2Adidas
    3. 3New Balance

  • Asked ChatGPT

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

    1. 1Nike
    2. 2Adidas
    3. 3New Balance

  • Asked ChatGPT

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

    1. 1Nike
    2. 2Adidas

  • Searched Google, AI Overview

    “best football cleats”

    1. 1Nike
    2. 2Adidas
    3. 3Under Armour

  • Searched Google, AI Overview

    “kids football cleats”

    1. 1Nike

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.

Which football cleats brands compete with New Balance?

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

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

View monthly share of searches table
MonthNikeAdidasNew BalanceUnder Armour
Oct 202537.5%30.6%27.5%4.4%
Nov 202538.9%31.1%25.8%4.2%
Dec 202541.7%28.2%25.7%4.4%
Jan 202640.9%27%27.6%4.4%
Feb 202638.5%29.7%27.7%4.1%
Mar 202637.7%32.1%26.8%3.5%
Apr 202635.9%30.9%29.1%4.1%
May 202633.4%31.4%31.5%3.7%
Jun 202633.4%30.4%32.7%3.6%
Jul 202634.7%32.1%28.7%4.5%
Aug 202635.8%30.6%29.4%4.2%
Sep 202634%31.3%30.7%3.9%

  1. 1.Nike

    34%

    Held 1st. 72.7K estimated branded searches, -9.9% vs prior month. Share -1.8 points.

  2. 2.Adidas

    31.3%

    Held 2nd. 67K estimated branded searches, -2.8% vs prior month. Share +0.7 points.

  3. 3.New Balance

    30.7%

    Held 3rd. 65.7K estimated branded searches, -0.76% vs prior month. Share +1.3 points.

  4. 4.Under Armour

    3.9%

    Held 4th. 8.4K estimated branded searches, -10.8% vs prior month. Share -0.2 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 cleats brands in New Zealand increased from 27.5% to 30.7%.
  • Across the 12 months ending September 2026, New Balance’s share of searches among football cleats brands in New Zealand peaked at 32.7% in June 2026 and was lowest at 25.7% in December 2025.

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

3 changes

  1. In September 2026, New Balance gained share of searches among football cleats brands in New Zealand, from 29.4% to 30.7%.

  2. In September 2026, Adidas gained share of searches among football cleats brands in New Zealand, from 30.6% to 31.3%.

  3. In September 2026, Nike lost share of searches among football cleats brands in New Zealand, from 35.8% to 34%.

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%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%Shown above
Running shoe brands1st of 744.6%Show ranking
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Is New Balance your brand?

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