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 43.2% of all New Zealand football brand searches, placing Nike first out of five brands. When we asked both ChatGPT and Google AI Overviews about football brands, Nike appeared in all answers and was the second most recommended of the five.

Search and AI answers in September 2026

Nike is the most searched of 5 competitors and the second most recommended in AI answers.

  1. NikeShare of searches 43.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  2. AdidasShare of searches 39.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. PumaShare of searches 17%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  4. SelectShare of searches 0.04%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  5. MitreShare of searches 0.03%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
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Top football 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 second most recommended of the five.

Most recommended by AI

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

  1. Adidas1st
  2. Nike2nd
  3. Mitre3rd
  4. Puma4th
  5. Select5th

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
  • Adidas5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Mitre5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Puma3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Select2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about football brands

5 answers

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

Which football brands compete with Nike?

Nike against football brands in New Zealand, by month

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

View monthly share of searches table
MonthNikeAdidasPumaSelectMitre
Oct 202547.1%38.4%14.3%0.04%0.03%
Nov 202548.5%38.9%12.6%0.02%0.03%
Dec 202550.4%34.1%15.5%0.02%0.02%
Jan 202651.8%34.2%14%0.03%0.03%
Feb 202648.8%37.6%13.5%0.02%0.02%
Mar 202646.3%39.4%14.2%0.02%0.02%
Apr 202645.7%39.4%14.9%0.04%0.03%
May 202644.4%41.8%13.8%0.03%0.03%
Jun 202641.9%38.1%20%0.03%0.03%
Jul 202642.4%39.2%18.3%0.04%0.04%
Aug 202645.1%38.5%16.3%0.03%0.05%
Sep 202643.2%39.8%17%0.04%0.03%

  1. 1.Nike

    43.2%

    Held 1st. 72.7K estimated branded searches, -9.9% vs prior month. Share -1.9 points.

  2. 2.Adidas

    39.8%

    Held 2nd. 67K estimated branded searches, -2.8% vs prior month. Share +1.3 points.

  3. 3.Puma

    17%

    Held 3rd. 28.6K estimated branded searches, -2.2% vs prior month. Share +0.6 points.

  4. 4.Select

    0.04%

    Moved from 5th to 4th. 70 estimated branded searches, +40% vs prior month. Share 0 points.

  5. 5.Mitre

    0.03%

    Moved from 4th to 5th. 50 estimated branded searches, -44.4% vs prior month. Share 0 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 brands in New Zealand decreased from 47.1% to 43.2%.
  • Across the 12 months ending September 2026, Nike’s share of searches among football brands in New Zealand peaked at 51.8% in January 2026 and was lowest at 41.9% in June 2026.

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

5 changes

  1. In September 2026, Adidas gained share of searches among football brands in New Zealand, from 38.5% to 39.8%.

  2. In September 2026, Puma gained share of searches among football brands in New Zealand, from 16.3% to 17%.

  3. In September 2026, Nike lost share of searches among football brands in New Zealand, from 45.1% to 43.2%.

  4. In September 2026, Select rose from 5th to 4th among football brands in New Zealand.

  5. In September 2026, Mitre fell from 4th to 5th among football brands in New Zealand.

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%Show ranking
Indoor soccer shoes brands1st of 542.2%Show ranking
Soccer boots brands1st of 442.2%Show ranking
Football brands1st of 543.2%Shown above
Golf shoe brands1st of 543.2%Show ranking
Creator with pink hair and a pink jacket

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