---
title: "Football cleats brands in New Zealand: Which are searched most?"
description: "Compare the football cleats brands people buy. Share of Search among Nike, Adidas, New Balance and Under Armour, the football cleats brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/nz/categories/nz-football-cleats-brands"
publisher: "Brandwave"
---

# Football cleats brands in New Zealand: Which are searched most?

Compare the football cleats brands people buy. Share of Search among Nike, Adidas, New Balance and Under Armour, the football cleats brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Football cleats brands
- **Market**: New Zealand
- **Brands compared**: 4
- **Month measured**: Sep 2026
- **Highest Share of Search**: Nike, 34%

## Which brand is most popular in search among football cleats brands in New Zealand?

- In September 2026, Nike was the most searched among football cleats brands in New Zealand, with an estimated 72.7K branded searches, 34% of all searches for the four we track.
- Adidas is in 2nd place, 2.7 percentage points behind at 31.3%.
- Across the 12 months ending September 2026, Nike’s share of searches among football cleats brands in New Zealand decreased from 37.5% to 34%.
- Across the 12 months ending September 2026, Adidas’ share of searches among football cleats brands in New Zealand increased from 30.6% to 31.3%.
- Across the 12 months ending September 2026, New Balance’s share of searches among football cleats brands in New Zealand increased from 27.5% to 30.7%.
- Across the 12 months ending September 2026, Under Armour’s share of searches among football cleats brands in New Zealand decreased from 4.4% to 3.9%.
- Across the 12 months ending September 2026, Nike’s share of searches among football cleats brands in New Zealand peaked at 41.7% in December 2025 and was lowest at 33.4% in May 2026.
- Across the 12 months ending September 2026, Adidas’ share of searches among football cleats brands in New Zealand peaked at 32.1% in July 2026 and was lowest at 27% in January 2026.
- Across the 12 months ending September 2026, New Balance’s share of searches among football cleats brands in New Zealand peaked at 32.7% in June 2026 and was lowest at 25.7% in December 2025.
- Across the 12 months ending September 2026, Under Armour’s share of searches among football cleats brands in New Zealand peaked at 4.5% in July 2026 and was lowest at 3.5% in March 2026.

## Top football cleats brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Nike appeared every time. Nike was recommended most often, coming first in all three answers that gave a list. Adidas was second, and New Balance was third.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Nike | 1st | 3 of 3 | 2 of 2 | 5 of 5 |
| Adidas | 2nd | 3 of 3 | 1 of 2 | 4 of 5 |
| New Balance | 3rd | 2 of 3 | 0 of 2 | 2 of 5 |
| Under Armour | Not ranked | 0 of 3 | 1 of 2 | 1 of 5 |

## Every AI answer about football cleats brands

- Asked ChatGPT "Which football cleats brand should I buy in New Zealand?": 1. Nike, 2. Adidas, 3. New Balance
- Asked ChatGPT "What are the best football cleats brands in New Zealand?": 1. Nike, 2. Adidas, 3. New Balance
- Asked ChatGPT "What's the best football cleats brand in New Zealand for match play?": 1. Nike, 2. Adidas
- Searched Google, AI Overview "best football cleats": 1. Nike, 2. Adidas, 3. Under Armour
- Searched Google, AI Overview "kids football cleats": 1. Nike

Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 19, 2026.

## Compare search popularity between leading brands

- [Nike vs Adidas: compare search popularity](/demand/nz/compare/adidas-vs-nike): 34% against 31.3% Share of Search.
- [Nike vs New Balance: compare search popularity](/demand/nz/compare/new-balance-vs-nike): 34% against 30.7% Share of Search.
- [Nike vs Under Armour: compare search popularity](/demand/nz/compare/nike-vs-under-armour): 34% against 3.9% Share of Search.
- [Adidas vs New Balance: compare search popularity](/demand/nz/compare/adidas-vs-new-balance): 31.3% against 30.7% Share of Search.
- [Adidas vs Under Armour: compare search popularity](/demand/nz/compare/adidas-vs-under-armour): 31.3% against 3.9% Share of Search.
- [New Balance vs Under Armour: compare search popularity](/demand/nz/compare/new-balance-vs-under-armour): 30.7% against 3.9% Share of Search.

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

- In September 2026, New Balance gained share of searches among football cleats brands in New Zealand, from 29.4% to 30.7%.
- In September 2026, Adidas gained share of searches among football cleats brands in New Zealand, from 30.6% to 31.3%.
- In September 2026, Nike lost share of searches among football cleats brands in New Zealand, from 35.8% to 34%.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Nike | 34% | 72.7K | -9.9% | Nike |
| 2 | Adidas | 31.3% | 67K | -2.8% | Adidas |
| 3 | New Balance | 30.7% | 65.7K | -0.8% | New Balance |
| 4 | Under Armour | 3.9% | 8.4K | -10.8% | Under Armour |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Nike | 74.1K | 37.5% | 1 |
| Oct 2025 | Adidas | 60.5K | 30.6% | 2 |
| Oct 2025 | New Balance | 54.5K | 27.5% | 3 |
| Oct 2025 | Under Armour | 8.8K | 4.4% | 4 |
| Nov 2025 | Nike | 101K | 38.9% | 1 |
| Nov 2025 | Adidas | 80.5K | 31.1% | 2 |
| Nov 2025 | New Balance | 66.7K | 25.8% | 3 |
| Nov 2025 | Under Armour | 10.9K | 4.2% | 4 |
| Dec 2025 | Nike | 105K | 41.7% | 1 |
| Dec 2025 | Adidas | 70.7K | 28.2% | 2 |
| Dec 2025 | New Balance | 64.3K | 25.7% | 3 |
| Dec 2025 | Under Armour | 11K | 4.4% | 4 |
| Jan 2026 | Nike | 82.1K | 40.9% | 1 |
| Jan 2026 | New Balance | 55.3K | 27.6% | 2 |
| Jan 2026 | Adidas | 54.2K | 27% | 3 |
| Jan 2026 | Under Armour | 8.9K | 4.4% | 4 |
| Feb 2026 | Nike | 65.6K | 38.5% | 1 |
| Feb 2026 | Adidas | 50.6K | 29.7% | 2 |
| Feb 2026 | New Balance | 47.2K | 27.7% | 3 |
| Feb 2026 | Under Armour | 7K | 4.1% | 4 |
| Mar 2026 | Nike | 76.9K | 37.7% | 1 |
| Mar 2026 | Adidas | 65.5K | 32.1% | 2 |
| Mar 2026 | New Balance | 54.7K | 26.8% | 3 |
| Mar 2026 | Under Armour | 7K | 3.5% | 4 |
| Apr 2026 | Nike | 72.8K | 35.9% | 1 |
| Apr 2026 | Adidas | 62.8K | 30.9% | 2 |
| Apr 2026 | New Balance | 59K | 29.1% | 3 |
| Apr 2026 | Under Armour | 8.4K | 4.1% | 4 |
| May 2026 | Nike | 76.5K | 33.4% | 1 |
| May 2026 | New Balance | 72.3K | 31.5% | 2 |
| May 2026 | Adidas | 72.1K | 31.4% | 3 |
| May 2026 | Under Armour | 8.4K | 3.7% | 4 |
| Jun 2026 | Nike | 77.5K | 33.4% | 1 |
| Jun 2026 | New Balance | 75.8K | 32.7% | 2 |
| Jun 2026 | Adidas | 70.5K | 30.4% | 3 |
| Jun 2026 | Under Armour | 8.3K | 3.6% | 4 |
| Jul 2026 | Nike | 76.5K | 34.7% | 1 |
| Jul 2026 | Adidas | 70.7K | 32.1% | 2 |
| Jul 2026 | New Balance | 63.2K | 28.7% | 3 |
| Jul 2026 | Under Armour | 9.9K | 4.5% | 4 |
| Aug 2026 | Nike | 80.7K | 35.8% | 1 |
| Aug 2026 | Adidas | 68.9K | 30.6% | 2 |
| Aug 2026 | New Balance | 66.2K | 29.4% | 3 |
| Aug 2026 | Under Armour | 9.4K | 4.2% | 4 |
| Sep 2026 | Nike | 72.7K | 34% | 1 |
| Sep 2026 | Adidas | 67K | 31.3% | 2 |
| Sep 2026 | New Balance | 65.7K | 30.7% | 3 |
| Sep 2026 | Under Armour | 8.4K | 3.9% | 4 |

## What is being compared

- **Adidas**: Measured on the search terms “adidas”, “adidas adizero”, “adidas campus”, “adidas gazelle”, “adidas jacket”, “adidas logos”, “adidas originals”, “adidas outlets”, “adidas predator”, “adidas samba”, “adidas samba og”, “adidas slides”, “adidas spezial”, “adidas superstar” and “adidas trackpants”, summed into one figure.
- **New Balance**: Measured on the search terms “new balance”, “new balance 1080”, “new balance 2002r”, “new balance 530”, “new balance 550”, “new balance 574”, “new balance 740”, “new balance 9060”, “new balance outlets”, “newbalance” and “newbalance 327”, summed into one figure.
- **Nike**: Measured on the 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” and “nike tn”, summed into one figure.
- **Under Armour**: Measured on the 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” and “underarmour hovr”, summed into one figure.

- [Adidas](/demand/nz/brands/adidas)
- [New Balance](/demand/nz/brands/new-balance)
- [Nike](/demand/nz/brands/nike)
- [Under Armour](/demand/nz/brands/under-armour)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among football cleats brands in New Zealand?

In September 2026, Nike was the most searched among football cleats brands in New Zealand, with an estimated 72.7K branded searches, 34% of all searches for the four we track.

## Cite this page

Brandwave. "Football cleats brands in New Zealand: Which are searched most?". https://gobrandwave.com/demand/nz/categories/nz-football-cleats-brands

This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-football-cleats-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.