---
title: "Football brands in New Zealand: Which are searched most?"
description: "Compare the football brands New Zealanders play with. Share of Search among Nike, Adidas, Puma, Select and Mitre, the football brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/nz/categories/nz-soccer-ball-brands"
publisher: "Brandwave"
---

# Football brands in New Zealand: Which are searched most?

Compare the football brands New Zealanders play with. Share of Search among Nike, Adidas, Puma, Select and Mitre, the football brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Football brands
- **Market**: New Zealand
- **Brands compared**: 5
- **Month measured**: Sep 2026
- **Highest Share of Search**: Nike, 43.2%

## Which brand is most popular in search among football brands in New Zealand?

- 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%.
- 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.

## 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.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Adidas | 1st | 3 of 3 | 2 of 2 | 5 of 5 |
| Nike | 2nd | 3 of 3 | 2 of 2 | 5 of 5 |
| Mitre | 3rd | 3 of 3 | 2 of 2 | 5 of 5 |
| Puma | 4th | 2 of 3 | 1 of 2 | 3 of 5 |
| Select | 5th | 1 of 3 | 1 of 2 | 2 of 5 |

## Every AI answer about football brands

- Asked ChatGPT "Which football brand should I buy in New Zealand?": 1. Adidas, 2. Nike, 3. Select, 4. Mitre
- Asked ChatGPT "What are the best football brands in New Zealand?": 1. Adidas, 2. Nike, 3. Puma, 4. Mitre
- Asked ChatGPT "What's the best football brand in New Zealand for a training match?": 1. Mitre, 2. Adidas, 3. Nike, 4. Puma
- Searched Google, AI Overview "size 5 football": 1. Adidas, 2. Nike, 3. Mitre
- Searched Google, AI Overview "soccer ball brands": 1. Adidas, 2. Nike, 3. Puma, 4. Mitre, 5. Select

Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 19, 2026.

## Compare search popularity between leading brands

- [Nike vs Adidas: compare search popularity](/demand/nz/compare/adidas-vs-nike): 43.2% against 39.8% Share of Search.
- [Nike vs Puma: compare search popularity](/demand/nz/compare/nike-vs-puma): 43.2% against 17% Share of Search.
- [Adidas vs Puma: compare search popularity](/demand/nz/compare/adidas-vs-puma): 39.8% against 17% Share of Search.

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

- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Nike | 43.2% | 72.7K | -9.9% | Nike |
| 2 | Adidas | 39.8% | 67K | -2.8% | Adidas |
| 3 | Puma | 17% | 28.6K | -2.2% | Puma |
| 4 | Select | 0.04% | 70 | +40.0% | Select |
| 5 | Mitre | 0.03% | 50 | -44.4% | Mitre |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Nike | 74.1K | 47.1% | 1 |
| Oct 2025 | Adidas | 60.5K | 38.4% | 2 |
| Oct 2025 | Puma | 22.6K | 14.3% | 3 |
| Oct 2025 | Select | 70 | 0.04% | 4 |
| Oct 2025 | Mitre | 50 | 0.03% | 5 |
| Nov 2025 | Nike | 101K | 48.5% | 1 |
| Nov 2025 | Adidas | 80.5K | 38.9% | 2 |
| Nov 2025 | Puma | 26.1K | 12.6% | 3 |
| Nov 2025 | Mitre | 70 | 0.03% | 4 |
| Nov 2025 | Select | 40 | 0.02% | 5 |
| Dec 2025 | Nike | 105K | 50.4% | 1 |
| Dec 2025 | Adidas | 70.7K | 34.1% | 2 |
| Dec 2025 | Puma | 32.1K | 15.5% | 3 |
| Dec 2025 | Mitre | 40 | 0.02% | 4 |
| Dec 2025 | Select | 40 | 0.02% | 5 |
| Jan 2026 | Nike | 82.1K | 51.8% | 1 |
| Jan 2026 | Adidas | 54.2K | 34.2% | 2 |
| Jan 2026 | Puma | 22.2K | 14% | 3 |
| Jan 2026 | Mitre | 50 | 0.03% | 4 |
| Jan 2026 | Select | 40 | 0.03% | 5 |
| Feb 2026 | Nike | 65.6K | 48.8% | 1 |
| Feb 2026 | Adidas | 50.6K | 37.6% | 2 |
| Feb 2026 | Puma | 18.1K | 13.5% | 3 |
| Feb 2026 | Mitre | 30 | 0.02% | 4 |
| Feb 2026 | Select | 30 | 0.02% | 5 |
| Mar 2026 | Nike | 76.9K | 46.3% | 1 |
| Mar 2026 | Adidas | 65.5K | 39.4% | 2 |
| Mar 2026 | Puma | 23.6K | 14.2% | 3 |
| Mar 2026 | Select | 40 | 0.02% | 4 |
| Mar 2026 | Mitre | 30 | 0.02% | 5 |
| Apr 2026 | Nike | 72.8K | 45.7% | 1 |
| Apr 2026 | Adidas | 62.8K | 39.4% | 2 |
| Apr 2026 | Puma | 23.7K | 14.9% | 3 |
| Apr 2026 | Select | 70 | 0.04% | 4 |
| Apr 2026 | Mitre | 50 | 0.03% | 5 |
| May 2026 | Nike | 76.5K | 44.4% | 1 |
| May 2026 | Adidas | 72.1K | 41.8% | 2 |
| May 2026 | Puma | 23.7K | 13.8% | 3 |
| May 2026 | Mitre | 50 | 0.03% | 4 |
| May 2026 | Select | 50 | 0.03% | 5 |
| Jun 2026 | Nike | 77.5K | 41.9% | 1 |
| Jun 2026 | Adidas | 70.5K | 38.1% | 2 |
| Jun 2026 | Puma | 36.9K | 20% | 3 |
| Jun 2026 | Mitre | 50 | 0.03% | 4 |
| Jun 2026 | Select | 50 | 0.03% | 5 |
| Jul 2026 | Nike | 76.5K | 42.4% | 1 |
| Jul 2026 | Adidas | 70.7K | 39.2% | 2 |
| Jul 2026 | Puma | 33K | 18.3% | 3 |
| Jul 2026 | Mitre | 70 | 0.04% | 4 |
| Jul 2026 | Select | 70 | 0.04% | 5 |
| Aug 2026 | Nike | 80.7K | 45.1% | 1 |
| Aug 2026 | Adidas | 68.9K | 38.5% | 2 |
| Aug 2026 | Puma | 29.2K | 16.3% | 3 |
| Aug 2026 | Mitre | 90 | 0.05% | 4 |
| Aug 2026 | Select | 50 | 0.03% | 5 |
| Sep 2026 | Nike | 72.7K | 43.2% | 1 |
| Sep 2026 | Adidas | 67K | 39.8% | 2 |
| Sep 2026 | Puma | 28.6K | 17% | 3 |
| Sep 2026 | Select | 70 | 0.04% | 4 |
| Sep 2026 | Mitre | 50 | 0.03% | 5 |

## What is being compared

- **Adidas**: Measured on the 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” and “adidas trackpants”, summed into one figure.
- **Mitre**: Measured on the search term “mitre football”.
- **Nike**: Measured on the search terms “nike”, “nike air max”, “nike airforce”, “nike backpacks”, “nike dunks”, “nike hoodie”, “nike metcons”, “nike pegasus”, “nike pro”, “nike shorts”, “nike shox”, “nike socks” and “nike tn”, summed into one figure.
- **Puma**: Measured on the search terms “puma”, “puma ballet flats”, “puma footy boots”, “puma logos”, “puma outlet”, “puma sale”, “puma speed cat”, “puma speedcat”, “puma wedge” and “speedcat puma”, summed into one figure.
- **Select**: Measured on the search term “select football”.

- [Adidas](/demand/nz/brands/adidas)
- [Mitre](/demand/nz/brands/mitre-sport)
- [Nike](/demand/nz/brands/nike)
- [Puma](/demand/nz/brands/puma)
- [Select](/demand/nz/brands/select-sport)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among football brands in New Zealand?

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.

## Cite this page

Brandwave. "Football brands in New Zealand: Which are searched most?". https://gobrandwave.com/demand/nz/categories/nz-soccer-ball-brands

This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-soccer-ball-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.