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 28.2% of all New Zealand rugby cleats brand searches, placing Nike first out of six brands. When we asked both ChatGPT and Google AI Overviews about rugby cleats brands, Nike appeared in two of the four answers and was the fourth most recommended of the six.

Search and AI answers in September 2026

Nike is the most searched of 6 competitors and the fourth most recommended in AI answers.

  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, Nike was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Nike is the fourth 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. 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 Nike?

Nike 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 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 rugby cleats brands in New Zealand decreased from 32% to 28.2%.
  • Across the 12 months ending September 2026, Nike’s share of searches among rugby cleats brands in New Zealand peaked at 36.7% in December 2025 and was lowest at 28.1% in May 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 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%Shown above
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%Show ranking
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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