Adidas vs Canterbury:Which is more popular?

Name: Adidas vs Canterbury: Which is searched more in New Zealand?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, Canterbury had more branded searches than Adidas among rugby gear brands in New Zealand. Canterbury had about 4,960 branded searches, while Adidas had 750. Canterbury made up 65.3% of all rugby gear brand searches we track, and Adidas accounted for 9.9%. When we asked ChatGPT and Google AI Overviews about rugby gear brands, both Adidas and Canterbury appeared in all five answers. Canterbury was mentioned before Adidas in four out of five answers.

Among rugby gear brands in New Zealand in September 2026

Who do people search for more?

Canterbury, about 7 searches for every 1 for Adidas

Canterbury 5K searchesAdidas 750 searches

Who does AI mention more?

Both are mentioned in every answer we collected.

Adidas in 5 of 5Canterbury in 5 of 5

Who does AI recommend more?

Canterbury, named ahead of Adidas in 4 of 5 answers

Canterbury first in 4Adidas first in 1

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Top rugby gear brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, both Adidas and Canterbury showed up in all five answers. Canterbury was listed before Adidas in four of them.

Most recommended by AI

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

Mentioned by AI

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

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
Canterbury	Named in 3 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	5 of 5
Adidas	Named in 3 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	5 of 5
Gilbert	Named in 3 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	5 of 5
BLK	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Steeden	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Kooga	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5

Canterbury5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Adidas5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Gilbert5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
BLK1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Steeden0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Kooga0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about rugby gear brands

5 answers

Asked ChatGPT
“Which rugby gear brand should I buy in New Zealand?”
1. 1Canterbury
2. 2Adidas
3. 3Gilbert
Asked ChatGPT
“What are the best rugby gear brands in New Zealand?”
1. 1Canterbury
2. 2Adidas
3. 3Gilbert
4. 4BLK
Asked ChatGPT
“What's the best rugby gear brand in New Zealand for team training?”
1. 1Canterbury
2. 2Gilbert
3. 3Adidas
Searched Google, AI Overview
“rugby gear brands”
1. 1Canterbury
2. 2Gilbert
3. 3Adidas
Searched Google, AI Overview
“best rugby gear”
1. 1Adidas
2. 2Canterbury
3. 3Gilbert

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 Adidas or Canterbury more popular in search?

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

Adidas and Canterbury among rugby gear brands in New Zealand, by month

Month	Canterbury	Steeden	Adidas	Gilbert	BLK	Kooga
Oct 2025	72.4%	10.6%	6.9%	8.6%	1.1%	0.4%
Nov 2025	79.3%	7.6%	4.9%	6.8%	1.2%	0.19%
Dec 2025	79.4%	7.8%	5.3%	5.9%	1.3%	0.38%
Jan 2026	73.9%	3.7%	14.1%	6.3%	1.7%	0.31%
Feb 2026	57%	6.2%	22.3%	13%	1.3%	0.23%
Mar 2026	46.9%	5.2%	35.2%	11.3%	1.3%	0.24%
Apr 2026	67.1%	8.6%	13.3%	8.8%	1.8%	0.38%
May 2026	63.1%	10.6%	11.6%	13.4%	1%	0.38%
Jun 2026	52.6%	9.8%	14.6%	21.9%	0.96%	0.21%
Jul 2026	62.4%	8%	9.9%	18.3%	1.2%	0.1%
Aug 2026	67%	9.8%	9.9%	12.2%	0.87%	0.33%
Sep 2026	65.3%	13.7%	9.9%	9.5%	1.3%	0.26%

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

3 findings

Canterbury was ahead of Adidas in every measured month of the 12 months ending September 2026.
Across the 12 months ending September 2026, Adidas’ share of searches among rugby gear brands in New Zealand moved from 6.9% to 9.9%, and its estimated monthly branded searches moved from 520 to 750.
Across the 12 months ending September 2026, Canterbury’s share of searches among rugby gear brands in New Zealand moved from 72.4% to 65.3%, and its estimated monthly branded searches moved from 5.5K to 5K.

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

3 changes

In September 2026, Steeden overtook Gilbert and Adidas to rank 2nd among rugby gear brands in New Zealand, with 13.7% of the searches.
In September 2026, Canterbury lost share of searches among rugby gear brands in New Zealand, from 67% to 65.3%.
Estimated monthly branded searches for Adidas in New Zealand rose 44.2% over 12 measured months, from 520 to 750 in September 2026.

How are branded searches counted?

9 search terms

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