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 25.5% of all New Zealand rugby cleats brand searches, placing New Balance third out of six brands. When we asked both ChatGPT and Google AI Overviews about rugby cleats brands, New Balance did not appear in any of the answers.

Search and AI answers in September 2026

New Balance is the third most searched of 6 competitors and not listed in any AI answer.

  1. NikeShare of searches 28.2%Mentioned in 2 of 4 AI answersPlace in AI recommendations 4th
  2. AdidasShare of searches 26%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  3. New BalanceShare of searches 25.5%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  4. ASICSShare of searches 17.2%Mentioned in 1 of 4 AI answersPlace in AI recommendations 5th
  5. CanterburyShare of searches 1.6%Mentioned in 4 of 4 AI answersPlace in AI recommendations 2nd

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Top rugby cleats brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, New Balance did not appear in any of the four answers.

Most recommended by AI

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

  1. Adidas1st
  2. Canterbury2nd
  3. Mizuno3rd
  4. Nike4th
  5. ASICS5th
  6. New Balance–

Mentioned by AI

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

  • Adidas4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Canterbury4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Mizuno3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Nike2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • ASICS1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • New Balance0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about rugby cleats brands

4 answers

  • Asked ChatGPT

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

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

  • Asked ChatGPT

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

    1. 1Adidas
    2. 2Canterbury
    3. 3Mizuno
    4. 4Nike
    5. 5ASICS

  • Asked ChatGPT

    “What's the best rugby cleats brand in New Zealand for wet fields?”

    1. 1Adidas
    2. 2Canterbury
    3. 3Mizuno

  • Searched Google, AI Overview

    “rugby boots nz”

    Google showed no AI Overview for this search.

  • Searched Google, AI Overview

    “cleats for rugby”

    1. 1Adidas
    2. 2Canterbury

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 rugby cleats brands compete with New Balance?

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

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

View monthly share of searches table
MonthNikeAdidasNew BalanceASICSCanterburyMizuno
Oct 202532%26.1%23.6%15%1.9%1.4%
Nov 202533.5%26.9%22.2%13.9%2.4%1.1%
Dec 202536.7%24.8%22.5%12.8%2%1.1%
Jan 202633.8%22.3%22.8%17.7%1.8%1.7%
Feb 202631%23.9%22.3%19.2%1.9%1.8%
Mar 202631.1%26.5%22.1%16.7%1.8%1.8%
Apr 202629.7%25.7%24.1%16.9%1.7%1.9%
May 202628.1%26.5%26.6%15.8%1.4%1.7%
Jun 202628.3%25.7%27.7%15.5%1.4%1.4%
Jul 202628.9%26.8%23.9%17.1%1.7%1.6%
Aug 202629.9%25.6%24.6%17%1.6%1.4%
Sep 202628.2%26%25.5%17.2%1.6%1.5%

  1. 1.Nike

    28.2%

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

  2. 2.Adidas

    26%

    Held 2nd. 67K estimated branded searches, -2.8% vs prior month. Share +0.4 points.

  3. 3.New Balance

    25.5%

    Held 3rd. 65.7K estimated branded searches, -0.76% vs prior month. Share +0.9 points.

  4. 4.ASICS

    17.2%

    Held 4th. 44.4K estimated branded searches, -2.8% vs prior month. Share +0.3 points.

  5. 5.Canterbury

    1.6%

    Held 5th. 4K estimated branded searches, -4.8% vs prior month. Share 0 points.

  6. 6.Mizuno

    1.5%

    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 rugby cleats brands in New Zealand increased from 23.6% to 25.5%.
  • Across the 12 months ending September 2026, New Balance’s share of searches among rugby cleats brands in New Zealand peaked at 27.7% in June 2026 and was lowest at 22.1% in March 2026.

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

6 changes

  1. In September 2026, New Balance gained share of searches among rugby cleats brands in New Zealand, from 24.6% to 25.5%.

  2. In September 2026, Nike lost share of searches among rugby cleats brands in New Zealand, from 29.9% to 28.2%.

  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 Mizuno in New Zealand rose 21.2% over 12 measured months, from 3.2K to 3.9K in September 2026.

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

  6. Estimated monthly branded searches for Canterbury in New Zealand fell 11.1% over 12 measured months, from 4.5K to 4K 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%Shown above
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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