Brandwave

How popular isPuma?

In September 2026, people searched for Puma by name about 33,100 times in New Zealand, a 22.5% increase from the previous year. These searches made up 11.6% of all New Zealand football boot brand searches, placing Puma fourth out of six brands. When we asked both ChatGPT and Google AI Overviews about football boot brands, Puma appeared in all answers and was the fourth most recommended of the six.

Search and AI answers in September 2026

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

  1. NikeShare of searches 29.5%Mentioned in 4 of 4 AI answersPlace in AI recommendations 2nd
  2. AdidasShare of searches 27.2%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  3. New BalanceShare of searches 26.7%Mentioned in 1 of 4 AI answersPlace in AI recommendations 5th
  4. PumaShare of searches 11.6%Mentioned in 4 of 4 AI answersPlace in AI recommendations 4th
  5. Under ArmourShare of searches 3.4%Mentioned in 0 of 4 AI answersPlace in AI recommendations –

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Top football boot brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Puma appeared in all four answers. Puma 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. Nike2nd
  3. Mizuno3rd
  4. Puma4th
  5. New Balance5th
  6. Under Armour–

Mentioned by AI

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

  • Nike4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Adidas4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Puma4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Mizuno3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • New Balance1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Under Armour0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about football boot brands

4 answers

  • Asked ChatGPT

    “Which football boot brand should I buy in New Zealand?”

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

  • Asked ChatGPT

    “What are the best football boot brands in New Zealand?”

    1. 1Adidas
    2. 2Mizuno
    3. 3Puma
    4. 4Nike
    5. 5New Balance

  • Asked ChatGPT

    “What's the best football boot brand in New Zealand for match play?”

    1. 1Adidas
    2. 2Nike
    3. 3Puma

  • Searched Google, AI Overview

    “best football boots”

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

  • Searched Google, AI Overview

    “kids football boots”

    Google showed no AI Overview for this search.

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 football boot brands compete with Puma?

Puma against football boot brands in New Zealand, by month

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

View monthly share of searches table
MonthNikeAdidasNew BalancePumaUnder ArmourMizuno
Oct 202533.1%27%24.4%10.1%3.9%1.4%
Nov 202534.9%28%23.2%9.1%3.8%1.1%
Dec 202536.6%24.7%22.5%11.2%3.8%1.1%
Jan 202636.2%23.9%24.4%9.8%3.9%1.8%
Feb 202634.1%26.3%24.5%9.4%3.6%2%
Mar 202633.1%28.2%23.6%10.2%3%1.9%
Apr 202631.5%27.2%25.5%10.2%3.6%2%
May 202629.7%28%28.1%9.2%3.3%1.8%
Jun 202628.4%25.8%27.8%13.5%3.1%1.4%
Jul 202629.7%27.5%24.6%12.8%3.8%1.6%
Aug 202631.2%26.7%25.6%11.3%3.6%1.5%
Sep 202629.5%27.2%26.7%11.6%3.4%1.6%

  1. 1.Nike

    29.5%

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

  2. 2.Adidas

    27.2%

    Held 2nd. 67K estimated branded searches, -2.8% vs prior month. Share +0.5 points.

  3. 3.New Balance

    26.7%

    Held 3rd. 65.7K estimated branded searches, -0.76% vs prior month. Share +1.1 points.

  4. 4.Puma

    11.6%

    Held 4th. 28.6K estimated branded searches, -2.2% vs prior month. Share +0.3 points.

  5. 5.Under Armour

    3.4%

    Held 5th. 8.4K estimated branded searches, -10.8% vs prior month. Share -0.2 points.

  6. 6.Mizuno

    1.6%

    Held 6th. 3.9K estimated branded searches, -0.26% vs prior month. Share +0.1 points.

Compare popularity between Puma and its closest rivals

Every comparison with Puma

18 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Puma in New Zealand rose from 27K to 33.1K.
  • Across the 12 months ending September 2026, Puma’s share of searches among football boot brands in New Zealand increased from 10.1% to 11.6%.
  • Across the 12 months ending September 2026, Puma’s share of searches among football boot brands in New Zealand peaked at 13.5% in June 2026 and was lowest at 9.1% in November 2025.

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

5 changes

  1. In September 2026, New Balance gained share of searches among football boot brands in New Zealand, from 25.6% to 26.7%.

  2. In September 2026, Adidas gained share of searches among football boot brands in New Zealand, from 26.7% to 27.2%.

  3. In September 2026, Nike lost share of searches among football boot brands in New Zealand, from 31.2% to 29.5%.

  4. Estimated monthly branded searches for Puma in New Zealand rose 26.6% over 12 measured months, from 22.6K to 28.6K in September 2026.

  5. 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.

How are Puma’s branded searches counted?

14 search terms

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

  • puma
  • puma ballet flats
  • puma female shoes
  • puma footy boots
  • puma logos
  • puma outlet
  • puma running shoes
  • puma sale
  • puma shoes
  • puma sneakers
  • puma speed cat
  • puma speedcat
  • puma wedge
  • speedcat puma

Do you work for Puma? 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 Puma compete?

Puma is ranked in eight competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Sneaker brands5th of 108.3%Show ranking
Casual shoes brands5th of 79.3%Show ranking
Football boot brands4th of 611.6%Shown above
Basketball shoe brands4th of 611.8%Show ranking
Skate shoes brands4th of 712.1%Show ranking
Indoor soccer shoes brands3rd of 516.6%Show ranking
Soccer boots brands3rd of 416.6%Show ranking
Football brands3rd of 517%Show ranking
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