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 17% of all New Zealand football brand searches, placing Puma third out of five brands. When we asked both ChatGPT and Google AI Overviews about football brands, Puma appeared in three of the five answers and was the fourth most recommended of the five.

Search and AI answers in September 2026

Puma is the third most searched of 5 competitors and the fourth 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
Puma website (opens in a new tab)

Follow Puma 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 football brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Puma was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Puma is the fourth 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 Puma?

Puma 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 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 brands in New Zealand increased from 14.3% to 17%.
  • Across the 12 months ending September 2026, Puma’s share of searches among football brands in New Zealand peaked at 20% in June 2026 and was lowest at 12.6% in November 2025.

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 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%Show ranking
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%Shown above
Creator with pink hair and a pink jacket

Is Puma 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