Brandwave

How popular isNike?

In September 2026, people searched for Nike by name about 92,400 times in New Zealand, about the same as the previous year. These searches made up 34% of all New Zealand football cleats brand searches, placing Nike first out of four brands. When we asked both ChatGPT and Google AI Overviews about football cleats brands, Nike appeared in all answers and was the most recommended of the four.

Search and AI answers in September 2026

Nike is the most searched of 4 competitors and the 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, Nike appeared in all five answers. Nike is the 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 Nike?

Nike 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 Nike and its closest rivals

Every comparison with Nike

24 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Nike in New Zealand held steady, from 90.1K to 92.4K.
  • Across the 12 months ending September 2026, Nike’s share of searches among football cleats brands in New Zealand decreased from 37.5% to 34%.
  • Across the 12 months ending September 2026, Nike’s share of searches among football cleats brands in New Zealand peaked at 41.7% in December 2025 and was lowest at 33.4% in May 2026.

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 Nike’s branded searches counted?

16 search terms

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

  • nike
  • nike air max
  • nike airforce
  • nike backpacks
  • nike dunks
  • nike hoodie
  • nike metcons
  • nike pegasus
  • nike pro
  • nike running shoes
  • nike shoes
  • nike shorts
  • nike shox
  • nike sneakers
  • nike socks
  • nike tn

Do you work for Nike? 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 Nike compete?

Nike is ranked in 14 competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Sneaker brands1st of 1023.1%Show ranking
Casual shoes brands1st of 723.8%Show ranking
Rugby cleats brands1st of 628.2%Show ranking
Football boot brands1st of 629.5%Show ranking
Basketball shoe brands1st of 630%Show ranking
Skate shoes brands1st of 730.7%Show ranking
Sports bra brands2nd of 731.9%Show ranking
Baseball cleats brands1st of 533.4%Show ranking
Turf shoes brands1st of 533.4%Show ranking
Football cleats brands1st of 434%Shown above
Indoor soccer shoes brands1st of 542.2%Show ranking
Soccer boots brands1st of 442.2%Show ranking
Football brands1st of 543.2%Show ranking
Golf shoe brands1st of 543.2%Show ranking
Creator with pink hair and a pink jacket

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