Brandwave

Lake vs Specialized:Which is more popular?

In September 2026, Specialized had more branded searches than Lake among cycling shoe brands in New Zealand. Specialized had about 70 branded searches, while Lake had 40. Specialized made up 11.3% of all cycling shoe brand searches we track, and Lake accounted for 6.5%. When we asked ChatGPT and Google AI Overviews about cycling shoe brands, Specialized appeared in all five answers and Lake in four. Specialized was mentioned before Lake in every answer.

Among cycling shoe brands in New Zealand in September 2026

Who do people search for more?

Specialized, about 75% more searches than Lake

Specialized 70 searchesLake 40 searches

Who does AI mention more?

Specialized, mentioned in every answer we collected

Specialized in 5 of 5Lake in 4 of 5

Who does AI recommend more?

Specialized, named ahead of Lake in every answer

Specialized first in 5Lake never first

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Top cycling shoe brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Specialized appeared in all five answers. Lake was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Specialized was listed before Lake in every answer.

Most recommended by AI

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

  1. Shimano1st
  2. Specialized2nd
  3. Giro3rd
  4. Lake4th
  5. Fizik5th
  6. Sidi–

Mentioned by AI

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

  • Shimano5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Specialized5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Giro4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Lake4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Fizik2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Sidi0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about cycling 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 21, 2026.

Is Lake or Specialized more popular in search?

This chart shows how often people search Google for Lake and Specialized by name. Each line represents a brand's share of searches for all six cycling shoe brands we track, month by month, from searches in New Zealand.

Lake and Specialized among cycling shoe brands in New Zealand, by month

Share of searches by month for Specialized, Lake. The figures are in the table below the chart.

View monthly share of searches table
MonthGiroShimanoSidiSpecializedFizikLake
Oct 202525%19.6%21.4%12.5%8.9%12.5%
Nov 202537.5%21.9%14.1%10.9%7.8%7.8%
Dec 202535.1%18.9%14.9%9.5%12.2%9.5%
Jan 202630%24.3%15.7%10%10%10%
Feb 202631.6%24.6%19.3%8.8%8.8%7%
Mar 202632.1%19.6%23.2%8.9%7.1%8.9%
Apr 202640.7%18.6%11.9%11.9%8.5%8.5%
May 202631.6%19.3%17.5%12.3%12.3%7%
Jun 202628%18%24%10%10%10%
Jul 202632.7%14.3%22.4%10.2%10.2%10.2%
Aug 202632.3%14.5%22.6%11.3%8.1%11.3%
Sep 202630.6%22.6%21%11.3%8.1%6.5%

How has the Lake and Specialized comparison changed over the last 12 months?

3 findings
  • Specialized was ahead of Lake in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Lake’s share of searches among cycling shoe brands in New Zealand moved from 12.5% to 6.5%, and its estimated monthly branded searches moved from 70 to 40.
  • Across the 12 months ending September 2026, Specialized’s share of searches among cycling shoe brands in New Zealand moved from 12.5% to 11.3%, and its estimated monthly branded searches held steady at 70.

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

2 changes

  1. In September 2026, Lake lost share of searches among cycling shoe brands in New Zealand, from 11.3% to 6.5%.

  2. In September 2026, Specialized rose from 5th to 4th among cycling shoe brands in New Zealand.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Lake’s and Specialized’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Lake

1 branded search term

  • lake cycling shoes

Specialized

1 branded search term

  • specialized shoes

How the Brand Demand Index is measured

Other head-to-heads among cycling shoe brands

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