Brandwave

How popular isVans?

In September 2026, people searched for Vans by name about 2,790 times in New Zealand, a 20.3% increase from the previous year. These searches made up 0.67% of all New Zealand sneaker brand searches, placing Vans tenth out of ten brands. When we asked both ChatGPT and Google AI Overviews about sneaker brands, Vans appeared in one of the three answers and was the eighth most recommended of the ten.

Search and AI answers in September 2026

Vans is the tenth most searched of 10 competitors and the eighth most recommended in AI answers.

  1. NikeShare of searches 23.1%Mentioned in 2 of 3 AI answersPlace in AI recommendations 4th
  2. AdidasShare of searches 19.6%Mentioned in 3 of 3 AI answersPlace in AI recommendations 3rd
  3. New BalanceShare of searches 19.5%Mentioned in 3 of 3 AI answersPlace in AI recommendations 1st
  4. ASICSShare of searches 13.1%Mentioned in 3 of 3 AI answersPlace in AI recommendations 2nd
  5. VansShare of searches 0.67%Mentioned in 1 of 3 AI answersPlace in AI recommendations 8th

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Top sneaker brands in ChatGPT and Google AI Overviews

In three ChatGPT questions, Vans was mentioned in one out of three: in one of the three ChatGPT answers. Vans is the eighth most recommended of the ten.

Most recommended by AI

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

  1. New Balance1st
  2. ASICS2nd
  3. Adidas3rd
  4. Nike4th
  5. Converse5th
  6. Skechers6th
  7. Puma7th
  8. Vans8th
  9. Allbirds9th
  10. Reebok–

Mentioned by AI

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

  • Adidas3 of 3Named in 3 of 3 ChatGPT answers
  • New Balance3 of 3Named in 3 of 3 ChatGPT answers
  • ASICS3 of 3Named in 3 of 3 ChatGPT answers
  • Nike2 of 3Named in 2 of 3 ChatGPT answers
  • Skechers2 of 3Named in 2 of 3 ChatGPT answers
  • Puma1 of 3Named in 1 of 3 ChatGPT answers
  • Converse1 of 3Named in 1 of 3 ChatGPT answers
  • Allbirds1 of 3Named in 1 of 3 ChatGPT answers
  • Vans1 of 3Named in 1 of 3 ChatGPT answers
  • Reebok0 of 3Named in 0 of 3 ChatGPT answers

See every answer about sneaker brands

3 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 sneaker brands compete with Vans?

Vans against sneaker brands in New Zealand, by month

Share of searches by month for Nike, Adidas, New Balance, ASICS, Puma, Skechers, Converse, Reebok, Vans. The figures are in the table below the chart.

View monthly share of searches table
MonthNikeAdidasNew BalanceASICSPumaSkechersConverseReebokAllbirdsVans
Oct 202525.7%19.8%17.5%11.7%7.7%8.5%4.4%2.2%1.9%0.64%
Nov 202526.8%20.4%16.7%10.8%6.8%9.3%4%1.9%2.7%0.51%
Dec 202528.9%18.8%16.9%10.1%8.7%8.4%4.1%1.9%1.6%0.55%
Jan 202627.6%17.4%17.3%13.9%7.4%8.2%3.6%2.2%1.9%0.58%
Feb 202625.7%18.5%17.2%15.2%7%7.9%3.9%2%2.1%0.57%
Mar 202624.7%19.7%16.6%12.7%7.3%7.7%3.8%2%4.9%0.48%
Apr 202622.2%18.1%16.5%12%7%7.4%3.7%1.8%10.7%0.49%
May 202623.2%20.9%20.3%12.4%7%7.5%3.8%1.9%2.4%0.59%
Jun 202622.4%19.5%21.3%11.6%9.9%7%3.5%1.9%2.3%0.56%
Jul 202623.9%20.5%18.9%12.9%9.4%6.4%3.7%2.1%1.7%0.61%
Aug 202624.9%19.9%18.4%13.2%8.3%7.3%3.7%2%1.6%0.69%
Sep 202623.1%19.6%19.5%13.1%8.3%7.3%5.1%2.1%1.4%0.67%

  1. 1.Nike

    23.1%

    Held 1st. 92.4K estimated branded searches, -8% vs prior month. Share -1.8 points.

  2. 2.Adidas

    19.6%

    Held 2nd. 78.3K estimated branded searches, -2.4% vs prior month. Share -0.3 points.

  3. 3.New Balance

    19.5%

    Held 3rd. 78K estimated branded searches, +4.8% vs prior month. Share +1.1 points.

  4. 4.ASICS

    13.1%

    Held 4th. 52.4K estimated branded searches, -1.5% vs prior month. Share -0.1 points.

  5. 5.Puma

    8.3%

    Held 5th. 33.1K estimated branded searches, -1.6% vs prior month. Share -0.1 points.

  6. 6.Skechers

    7.3%

    Held 6th. 29.2K estimated branded searches, -1.4% vs prior month. Share 0 points.

  7. 7.Converse

    5.1%

    Held 7th. 20.3K estimated branded searches, +35.9% vs prior month. Share +1.4 points.

  8. 8.Reebok

    2.1%

    Held 8th. 8.2K estimated branded searches, +1.6% vs prior month. Share +0.1 points.

  9. 9.Allbirds

    1.4%

    Held 9th. 5.5K estimated branded searches, -16.2% vs prior month. Share -0.2 points.

  10. 10.Vans

    0.67%

    Held 10th. 2.7K estimated branded searches, -3.2% vs prior month. Share 0 points.

Compare popularity between Vans and its closest rivals

Every comparison with Vans

17 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Vans in New Zealand rose from 2.3K to 2.8K.
  • Across the 12 months ending September 2026, Vans’ share of searches among sneaker brands in New Zealand held steady, from 0.64% to 0.67%.

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

6 changes

  1. In September 2026, Converse gained share of searches among sneaker brands in New Zealand, from 3.7% to 5.1%.

  2. In September 2026, New Balance gained share of searches among sneaker brands in New Zealand, from 18.4% to 19.5%.

  3. In September 2026, Nike lost share of searches among sneaker brands in New Zealand, from 24.9% to 23.1%.

  4. Puma’s share of searches among sneaker brands in New Zealand has lost ground for 3 months in a row, from 9.9% to 8.3% in September 2026.

  5. Allbirds’ share of searches among sneaker brands in New Zealand has lost ground for 3 months in a row, from 2.3% to 1.4% in September 2026.

  6. Estimated monthly branded searches for ASICS in New Zealand rose 27.6% over 12 measured months, from 41.1K to 52.4K in September 2026.

How are Vans’ branded searches counted?

8 search terms

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

  • platypus shoes vans
  • vans boat shoes
  • vans hiking shoes
  • vans platform shoes
  • vans shoes
  • vans shoes sale
  • vans skate shoes
  • vans sneakers

Do you work for Vans? 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 Vans compete?

Vans is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Sneaker brands10th of 100.67%Shown above
Skate shoes brands5th of 70.75%Show ranking
MTB shoes brands5th of 74.4%Show ranking
Creator with pink hair and a pink jacket

Is Vans 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.

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