Brandwave

ASICS vs New Balance:Which is more popular?

In September 2026, New Balance had more branded searches than ASICS among rugby cleats brands in New Zealand. New Balance had about 65,700 branded searches, while ASICS had 44,400. New Balance made up 25.5% of all rugby cleats brand searches we track, and ASICS accounted for 17.2%. When we asked ChatGPT and Google AI Overviews about rugby cleats brands, ASICS appeared in one of the four answers and New Balance in none.

Among rugby cleats brands in New Zealand in September 2026

Who do people search for more?

New Balance, about 48% more searches than ASICS

New Balance 65.7K searchesASICS 44.4K searches

Who does AI mention more?

ASICS, mentioned in 1 of 4 answers, New Balance in 0

ASICS in 1 of 4New Balance in 0 of 4

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Top rugby cleats brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, ASICS was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. New Balance 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. Canterbury2nd
  3. Mizuno3rd
  4. Nike4th
  5. ASICS5th
  6. New Balance–

Mentioned by AI

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

  • Adidas4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Canterbury4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Mizuno3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Nike2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • ASICS1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • New Balance0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about rugby cleats brands

4 answers

  • Asked ChatGPT

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

    1. 1Canterbury
    2. 2Adidas
    3. 3Mizuno
    4. 4Nike

  • Asked ChatGPT

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

    1. 1Adidas
    2. 2Canterbury
    3. 3Mizuno
    4. 4Nike
    5. 5ASICS

  • Asked ChatGPT

    “What's the best rugby cleats brand in New Zealand for wet fields?”

    1. 1Adidas
    2. 2Canterbury
    3. 3Mizuno

  • Searched Google, AI Overview

    “rugby boots nz”

    Google showed no AI Overview for this search.

  • Searched Google, AI Overview

    “cleats for rugby”

    1. 1Adidas
    2. 2Canterbury

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 ASICS or New Balance more popular in search?

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

ASICS and New Balance among rugby cleats brands in New Zealand, by month

Share of searches by month for New Balance, ASICS. The figures are in the table below the chart.

View monthly share of searches table
MonthNikeAdidasNew BalanceASICSCanterburyMizuno
Oct 202532%26.1%23.6%15%1.9%1.4%
Nov 202533.5%26.9%22.2%13.9%2.4%1.1%
Dec 202536.7%24.8%22.5%12.8%2%1.1%
Jan 202633.8%22.3%22.8%17.7%1.8%1.7%
Feb 202631%23.9%22.3%19.2%1.9%1.8%
Mar 202631.1%26.5%22.1%16.7%1.8%1.8%
Apr 202629.7%25.7%24.1%16.9%1.7%1.9%
May 202628.1%26.5%26.6%15.8%1.4%1.7%
Jun 202628.3%25.7%27.7%15.5%1.4%1.4%
Jul 202628.9%26.8%23.9%17.1%1.7%1.6%
Aug 202629.9%25.6%24.6%17%1.6%1.4%
Sep 202628.2%26%25.5%17.2%1.6%1.5%

How has the ASICS and New Balance comparison changed over the last 12 months?

3 findings
  • New Balance was ahead of ASICS in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, ASICS’s share of searches among rugby cleats brands in New Zealand moved from 15% to 17.2%, and its estimated monthly branded searches moved from 34.6K to 44.4K.
  • Across the 12 months ending September 2026, New Balance’s share of searches among rugby cleats brands in New Zealand moved from 23.6% to 25.5%, and its estimated monthly branded searches moved from 54.5K to 65.7K.

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

2 changes

  1. In September 2026, New Balance gained share of searches among rugby cleats brands in New Zealand, from 24.6% to 25.5%.

  2. Estimated monthly branded searches for ASICS in New Zealand rose 28.3% over 12 measured months, from 34.6K to 44.4K in September 2026.

How are branded searches counted?

18 search terms

Brandwave collects information about searches that people make online using ASICS’s and New Balance’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.

ASICS

7 branded search terms

  • asics
  • asics g
  • asics gel kayano
  • asics gel nimbus
  • asics kayano
  • asics novablast
  • asics superblast

New Balance

11 branded 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
  • newbalance 327

How the Brand Demand Index is measured

Other head-to-heads among rugby cleats brands

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