Football brands in New Zealand:Which are most popular?
In September 2026, Nike was the most searched football brand in New Zealand, accounting for 43.2% of all searches among the five brands we track. When we checked with ChatGPT and Google AI Overviews, Nike, Adidas and Mitre showed up in every answer. Adidas was recommended most often, coming first in four out of five responses.
NikeShare of searches 43.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
AdidasShare of searches 39.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
PumaShare of searches 17%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
SelectShare of searches 0.04%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
MitreShare of searches 0.03%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
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Top football brands in ChatGPT and Google AI Overviews
In Brandwave's three ChatGPT questions and two Google AI Overviews, Nike, Adidas and Mitre appeared every time. Adidas was recommended most often, coming first in four out of five answers. Nike was second, and Mitre was third.
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.
- Nike5 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
- Mitre5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Puma3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Select2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
See every answer about football brands
5 answers
Asked ChatGPT
“Which football brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best football brands in New Zealand?”
Asked ChatGPT
“What's the best football brand in New Zealand for a training match?”
Searched Google, AI Overview
“size 5 football”
Searched Google, AI Overview
“soccer ball brands”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.
Which football brands do people search for most?
This chart shows how often people search Google for each football brand by name. Each line represents a brand's share of searches for all five football brands we track, month by month, from searches in New Zealand.
Share of searches by month for Nike, Adidas, Puma. The figures are in the table below the chart.
View monthly share of searches table
| Month | Nike | Adidas | Puma | Select | Mitre |
|---|---|---|---|---|---|
| Oct 2025 | 47.1% | 38.4% | 14.3% | 0.04% | 0.03% |
| Nov 2025 | 48.5% | 38.9% | 12.6% | 0.02% | 0.03% |
| Dec 2025 | 50.4% | 34.1% | 15.5% | 0.02% | 0.02% |
| Jan 2026 | 51.8% | 34.2% | 14% | 0.03% | 0.03% |
| Feb 2026 | 48.8% | 37.6% | 13.5% | 0.02% | 0.02% |
| Mar 2026 | 46.3% | 39.4% | 14.2% | 0.02% | 0.02% |
| Apr 2026 | 45.7% | 39.4% | 14.9% | 0.04% | 0.03% |
| May 2026 | 44.4% | 41.8% | 13.8% | 0.03% | 0.03% |
| Jun 2026 | 41.9% | 38.1% | 20% | 0.03% | 0.03% |
| Jul 2026 | 42.4% | 39.2% | 18.3% | 0.04% | 0.04% |
| Aug 2026 | 45.1% | 38.5% | 16.3% | 0.03% | 0.05% |
| Sep 2026 | 43.2% | 39.8% | 17% | 0.04% | 0.03% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 43.2% | 72.7K | -9.9% | -1.9 points | |
| 2, held 2nd | 39.8% | 67K | -2.8% | +1.3 points | |
| 3, held 3rd | 17% | 28.6K | -2.2% | +0.6 points | |
| 4, moved from 5th to 4th | 0.04% | 70 | +40% | 0 pointsmoved from 5th to 4th | |
| 5, moved from 4th to 5th | 0.03% | 50 | -44.4% | 0 pointsmoved from 4th to 5th |
1.
Nike43.2%
Held 1st. 72.7K estimated branded searches, -9.9% vs prior month. Share -1.9 points.
2.
Adidas39.8%
Held 2nd. 67K estimated branded searches, -2.8% vs prior month. Share +1.3 points.
3.
Puma17%
Held 3rd. 28.6K estimated branded searches, -2.2% vs prior month. Share +0.6 points.
4.
Select0.04%
Moved from 5th to 4th. 70 estimated branded searches, +40% vs prior month. Share 0 points.
5.
Mitre0.03%
Moved from 4th to 5th. 50 estimated branded searches, -44.4% vs prior month. Share 0 points.
Which brand is most popular in search among football brands in New Zealand?
5 brands
In September 2026, Nike was the most searched among football brands in New Zealand, with an estimated 72.7K branded searches, 43.2% of all searches for the five we track. Adidas is in 2nd place, 3.4 percentage points behind at 39.8%.
| Brand | Share of searches | Peak | Low | Rank |
|---|---|---|---|---|
| Nike | 47.1% → 43.2% | 51.8%Jan 2026 | 41.9%Jun 2026 | 1st |
| Adidas | 38.4% → 39.8% | 41.8%May 2026 | 34.1%Dec 2025 | 2nd |
| Puma | 14.3% → 17% | 20%Jun 2026 | 12.6%Nov 2025 | 3rd |
| Select | 0.04% | 0.04%Oct 2025 | 0.02%Dec 2025 | 4th |
| Mitre | 0.03% | 0.05%Aug 2026 | 0.02%Mar 2026 | 5th |
Each finding as a sentence
- Across the 12 months ending September 2026, Nike’s share of searches among football brands in New Zealand decreased from 47.1% to 43.2%.
- Across the 12 months ending September 2026, Adidas’ share of searches among football brands in New Zealand increased from 38.4% to 39.8%.
- Across the 12 months ending September 2026, Puma’s share of searches among football brands in New Zealand increased from 14.3% to 17%.
- Across the 12 months ending September 2026, Nike’s share of searches among football brands in New Zealand peaked at 51.8% in January 2026 and was lowest at 41.9% in June 2026.
- Across the 12 months ending September 2026, Adidas’ share of searches among football brands in New Zealand peaked at 41.8% in May 2026 and was lowest at 34.1% in December 2025.
- Across the 12 months ending September 2026, Puma’s share of searches among football brands in New Zealand peaked at 20% in June 2026 and was lowest at 12.6% in November 2025.
- Across the 12 months ending September 2026, Select and Mitre held steady: their share of searches among football brands in New Zealand each moved less than 0.5 percentage points.
How did search popularity change for New Zealand football brands in September 2026?
5 changes
In September 2026, Adidas gained share of searches among football brands in New Zealand, from 38.5% to 39.8%.
In September 2026, Puma gained share of searches among football brands in New Zealand, from 16.3% to 17%.
In September 2026, Nike lost share of searches among football brands in New Zealand, from 45.1% to 43.2%.
In September 2026, Select rose from 5th to 4th among football brands in New Zealand.
In September 2026, Mitre fell from 4th to 5th among football brands in New Zealand.
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