Brandwave

Adidas vs Under Armour:Which is more popular?

In September 2026, Adidas had more branded searches than Under Armour among football cleats brands in New Zealand. Adidas had about 67,000 branded searches, while Under Armour had 8,370. Adidas made up 31.3% of all football cleats brand searches we track, and Under Armour accounted for 3.9%. When we asked ChatGPT and Google AI Overviews about football cleats brands, Adidas appeared in four of the five answers and Under Armour in one. Adidas was mentioned before Under Armour in every answer.

Among football cleats brands in New Zealand in September 2026

Who do people search for more?

Adidas, about 8 searches for every 1 for Under Armour

Adidas 67K searchesUnder Armour 8.4K searches

Who does AI mention more?

Adidas, mentioned in 4 of 5 answers, Under Armour in 1

Adidas in 4 of 5Under Armour in 1 of 5

Who does AI recommend more?

Adidas, named ahead of Under Armour in every answer

Adidas first in 3Under Armour never first

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Top football cleats brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Adidas was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Under Armour was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Adidas was listed before Under Armour in every answer.

Most recommended by AI

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

  1. Nike1st
  2. Adidas2nd
  3. New Balance3rd
  4. Under Armour–

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
  • Adidas4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • New Balance2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Under Armour1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about football cleats brands

5 answers

  • Asked ChatGPT

    “Which football cleats brand should I buy in New Zealand?”

    1. 1Nike
    2. 2Adidas
    3. 3New Balance

  • Asked ChatGPT

    “What are the best football cleats brands in New Zealand?”

    1. 1Nike
    2. 2Adidas
    3. 3New Balance

  • Asked ChatGPT

    “What's the best football cleats brand in New Zealand for match play?”

    1. 1Nike
    2. 2Adidas

  • Searched Google, AI Overview

    “best football cleats”

    1. 1Nike
    2. 2Adidas
    3. 3Under Armour

  • Searched Google, AI Overview

    “kids football cleats”

    1. 1Nike

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.

Is Adidas or Under Armour more popular in search?

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

Adidas and Under Armour among football cleats brands in New Zealand, by month

Share of searches by month for Adidas, Under Armour. The figures are in the table below the chart.

View monthly share of searches table
MonthNikeAdidasNew BalanceUnder Armour
Oct 202537.5%30.6%27.5%4.4%
Nov 202538.9%31.1%25.8%4.2%
Dec 202541.7%28.2%25.7%4.4%
Jan 202640.9%27%27.6%4.4%
Feb 202638.5%29.7%27.7%4.1%
Mar 202637.7%32.1%26.8%3.5%
Apr 202635.9%30.9%29.1%4.1%
May 202633.4%31.4%31.5%3.7%
Jun 202633.4%30.4%32.7%3.6%
Jul 202634.7%32.1%28.7%4.5%
Aug 202635.8%30.6%29.4%4.2%
Sep 202634%31.3%30.7%3.9%

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

3 findings

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

1 change

  1. In September 2026, Adidas gained share of searches among football cleats brands in New Zealand, from 30.6% to 31.3%.

How are branded searches counted?

29 search terms

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

Adidas

15 branded 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
  • adidas trackpants

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 cleats brands

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