Brandwave

How popular isOn?

In September 2026, people searched for On by name about 9,490 times in New Zealand, a 30.7% increase from the previous year. These searches made up 6.4% of all New Zealand running shoe brand searches, placing On fourth out of seven brands. When we asked both ChatGPT and Google AI Overviews about running shoe brands, On did not appear in any of the answers.

Search and AI answers in September 2026

On is the fourth most searched of 7 competitors and not listed in any AI answer.

  1. New BalanceShare of searches 44.6%Mentioned in 5 of 5 AI answersPlace in AI recommendations 4th
  2. ASICSShare of searches 30.3%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. HOKAShare of searches 11.4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
  4. OnShare of searches 6.4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. MizunoShare of searches 3.2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

+2 more

On website (opens in a new tab)

Follow On and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Top running shoe brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, On did not appear in any of the five answers.

Most recommended by AI

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

  1. ASICS1st
  2. Brooks2nd
  3. HOKA3rd
  4. New Balance4th
  5. Saucony5th
  6. On–
  7. Mizuno–

Mentioned by AI

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

  • New Balance5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • ASICS5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • HOKA5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Brooks5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Saucony2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • On0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Mizuno0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about running shoe brands

5 answers

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 running shoe brands compete with On?

On against running shoe brands in New Zealand, by month

Share of searches by month for New Balance, ASICS, HOKA, On, Mizuno, Saucony. The figures are in the table below the chart.

View monthly share of searches table
MonthNew BalanceASICSHOKAOnMizunoSauconyBrooks
Oct 202544.4%28.3%14.1%5.9%3.1%2.4%1.7%
Nov 202544.9%28.3%14.8%5.4%2.6%2.3%1.7%
Dec 202545.7%26.1%16.2%5.6%2.7%1.9%1.8%
Jan 202640.1%31.2%15.3%5.6%3.5%2.3%1.9%
Feb 202638.5%33.3%15.6%4.8%3.7%2.2%1.9%
Mar 202641.8%31.8%13.4%5.2%4%2.2%1.7%
Apr 202642.5%29.9%13.6%5.9%4%2.3%1.8%
May 202647.3%28.2%11%5.8%3.4%2.1%2.2%
Jun 202648.6%27.3%10.7%6.5%3%2%1.9%
Jul 202644.2%31.7%11.7%4.9%3.4%2%2.2%
Aug 202644.9%31.1%11.6%5%3.3%2.2%1.9%
Sep 202644.6%30.3%11.4%6.4%3.2%2.2%1.8%

  1. 1.New Balance

    44.6%

    Held 1st. 65.7K estimated branded searches, -0.76% vs prior month. Share -0.3 points.

  2. 2.ASICS

    30.3%

    Held 2nd. 44.6K estimated branded searches, -2.8% vs prior month. Share -0.9 points.

  3. 3.HOKA

    11.4%

    Held 3rd. 16.9K estimated branded searches, -1.6% vs prior month. Share -0.2 points.

  4. 4.On

    6.4%

    Held 4th. 9.5K estimated branded searches, +28.8% vs prior month. Share +1.4 points.

  5. 5.Mizuno

    3.2%

    Held 5th. 4.8K estimated branded searches, -1% vs prior month. Share 0 points.

  6. 6.Saucony

    2.2%

    Held 6th. 3.3K estimated branded searches, -0.31% vs prior month. Share 0 points.

  7. 7.Brooks

    1.8%

    Held 7th. 2.7K estimated branded searches, -3.2% vs prior month. Share -0.1 points.

Compare popularity between On and its closest rivals

Every comparison with On

6 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for On in New Zealand rose from 7.3K to 9.5K.
  • Across the 12 months ending September 2026, On’s share of searches among running shoe brands in New Zealand increased from 5.9% to 6.4%.
  • Across the 12 months ending September 2026, On’s share of searches among running shoe brands in New Zealand peaked at 6.5% in June 2026 and was lowest at 4.8% in February 2026.

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

5 changes

  1. In September 2026, On gained share of searches among running shoe brands in New Zealand, from 5% to 6.4%.

  2. In September 2026, ASICS lost share of searches among running shoe brands in New Zealand, from 31.1% to 30.3%.

  3. Estimated monthly branded searches for Brooks in New Zealand rose 28.7% over 12 measured months, from 2.1K to 2.7K in September 2026.

  4. Estimated monthly branded searches for Mizuno in New Zealand rose 24.9% over 12 measured months, from 3.8K to 4.8K in September 2026.

  5. Estimated monthly branded searches for New Balance in New Zealand rose 20.6% over 12 measured months, from 54.5K to 65.7K in September 2026.

How are On’s branded searches counted?

6 search terms

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

  • on cloud shoes
  • on running
  • on running cloudmonster
  • on running sale
  • on running shoes
  • on shoes

Do you work for On? 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

Creator with pink hair and a pink jacket

Is On your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

Start free