Brandwave

How popular isSelect?

In September 2026, people searched for Select by name about 70 times in New Zealand, about the same as the previous year. These searches made up 0.04% of all New Zealand football brand searches, placing Select fourth out of five brands. When we asked both ChatGPT and Google AI Overviews about football brands, Select appeared in two of the five answers and was the fifth most recommended of the five.

Search and AI answers in September 2026

Select is the fourth most searched of 5 competitors and the fifth 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, Select was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Select is the fifth 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 Select?

Select against football brands in New Zealand, by month

Share of searches by month for Nike, Adidas, Puma, Select. 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 Select and its closest rivals

Every comparison with Select

4 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Select in New Zealand held steady at 70.
  • Across the 12 months ending September 2026, Select’s share of searches among football brands in New Zealand held steady at 0.04%.

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 Select’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Select’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • select football

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How the Brand Demand Index is measured

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