Brandwave

Nike vs Under Armour:Which is more popular?

In September 2026, Nike had more branded searches than Under Armour among football boot brands in New Zealand. Nike had about 72,700 branded searches, while Under Armour had 8,370. Nike made up 29.5% of all football boot brand searches we track, and Under Armour accounted for 3.4%. When we asked ChatGPT and Google AI Overviews about football boot brands, Nike appeared in all four answers and Under Armour in none.

Among football boot brands in New Zealand in September 2026

Who do people search for more?

Nike, about 9 searches for every 1 for Under Armour

Nike 72.7K searchesUnder Armour 8.4K searches

Who does AI mention more?

Nike, mentioned in every answer we collected

Nike in 4 of 4Under Armour in 0 of 4

Who does AI recommend more?

Nike, the only one of the two named

Nike first in 4Under Armour never named

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Top football boot brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Nike appeared in all four answers. Under Armour did not appear in any of the four answers.

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.

Is Nike or Under Armour more popular in search?

This chart shows how often people search Google for Nike and Under Armour by name. Each line represents a brand's share of searches for all six football boot brands we track, month by month, from searches in New Zealand.

Nike and Under Armour among football boot brands in New Zealand, by month

Share of searches by month for Nike, 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%

How has the Nike and Under Armour comparison changed over the last 12 months?

3 findings
  • Nike was ahead of Under Armour in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Nike’s share of searches among football boot brands in New Zealand moved from 33.1% to 29.5%, and its estimated monthly branded searches moved from 74.1K to 72.7K.
  • Across the 12 months ending September 2026, Under Armour’s share of searches among football boot brands in New Zealand moved from 3.9% to 3.4%, and its estimated monthly branded searches moved from 8.8K to 8.4K.

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

1 change

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

How are branded searches counted?

27 search terms

Brandwave collects information about searches that people make online using Nike’s and Under Armour’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.

Nike

13 branded search terms

  • nike
  • nike air max
  • nike airforce
  • nike backpacks
  • nike dunks
  • nike hoodie
  • nike metcons
  • nike pegasus
  • nike pro
  • nike shorts
  • nike shox
  • nike socks
  • nike tn

Under Armour

14 branded search terms

  • pants under armour
  • under armour
  • under armour apparel
  • under armour caps
  • under armour heatgear
  • under armour outlet
  • under armour sale
  • under armour shorts
  • under armour slides
  • under armour underwear
  • under armour westgate
  • underarmour
  • underarmour compression
  • underarmour hovr

How the Brand Demand Index is measured

Other head-to-heads among football boot brands

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