Gilbert vs Steeden:Which is more popular?
In September 2026, Steeden had more branded searches than Gilbert among rugby gear brands in New Zealand. Steeden had about 1,040 branded searches, while Gilbert had 720. Steeden made up 13.7% of all rugby gear brand searches we track, and Gilbert accounted for 9.5%. When we asked ChatGPT and Google AI Overviews about rugby gear brands, Gilbert appeared in all five answers and Steeden in none.
Who do people search for more?
Steeden, about 44% more searches than Gilbert
Who does AI mention more?
Gilbert, mentioned in every answer we collected
Who does AI recommend more?
Gilbert, the only one of the two named
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Top rugby gear brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Gilbert appeared in all five answers. Steeden did not appear in any of the five answers.
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.
- 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?”
Asked ChatGPT
“What are the best rugby gear brands in New Zealand?”
Asked ChatGPT
“What's the best rugby gear brand in New Zealand for team training?”
Searched Google, AI Overview
“rugby gear brands”
Searched Google, AI Overview
“best rugby gear”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is Gilbert or Steeden more popular in search?
This chart shows how often people search Google for Gilbert and Steeden 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.
Share of searches by month for Steeden, Gilbert. The figures are in the table below the chart.
View monthly share of searches table
| 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 Gilbert and Steeden comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending September 2026: Gilbert took it in January 2026, Steeden took it in September 2026.
- Across the 12 months ending September 2026, Gilbert’s share of searches among rugby gear brands in New Zealand moved from 8.6% to 9.5%, and its estimated monthly branded searches moved from 650 to 720.
- Across the 12 months ending September 2026, Steeden’s share of searches among rugby gear brands in New Zealand moved from 10.6% to 13.7%, and its estimated monthly branded searches moved from 800 to 1K.
How did search popularity change for New Zealand rugby gear brands in September 2026?
2 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, Gilbert lost share of searches among rugby gear brands in New Zealand, from 12.2% to 9.5%.
How are branded searches counted?
9 search terms
Brandwave collects information about searches that people make online using Gilbert’s and Steeden’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.
Other head-to-heads among rugby gear brands
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