Brandwave

Adidas vs Puma:Which is more popular?

In September 2026, Adidas had more branded searches than Puma among football brands in New Zealand. Adidas had about 67,000 branded searches, while Puma had 28,600. Adidas made up 39.8% of all football brand searches we track, and Puma accounted for 17%. When we asked ChatGPT and Google AI Overviews about football brands, Adidas appeared in all five answers and Puma in three. Adidas was mentioned before Puma in every answer.

Among football brands in New Zealand in September 2026

Who do people search for more?

Adidas, about 2 searches for every 1 for Puma

Adidas 67K searchesPuma 28.6K searches

Who does AI mention more?

Adidas, mentioned in every answer we collected

Adidas in 5 of 5Puma in 3 of 5

Who does AI recommend more?

Adidas, named ahead of Puma in every answer

Adidas first in 5Puma never first

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Top football brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Adidas appeared in all five answers. Puma was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Adidas was listed before Puma in every answer.

Most recommended by AI

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

  1. Adidas1st
  2. Nike2nd
  3. Mitre3rd
  4. Puma4th
  5. Select5th

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

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.

Is Adidas or Puma more popular in search?

This chart shows how often people search Google for Adidas and Puma 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.

Adidas and Puma among football brands in New Zealand, by month

Share of searches by month for Adidas, Puma. The figures are in the table below the chart.

View monthly share of searches table
MonthNikeAdidasPumaSelectMitre
Oct 202547.1%38.4%14.3%0.04%0.03%
Nov 202548.5%38.9%12.6%0.02%0.03%
Dec 202550.4%34.1%15.5%0.02%0.02%
Jan 202651.8%34.2%14%0.03%0.03%
Feb 202648.8%37.6%13.5%0.02%0.02%
Mar 202646.3%39.4%14.2%0.02%0.02%
Apr 202645.7%39.4%14.9%0.04%0.03%
May 202644.4%41.8%13.8%0.03%0.03%
Jun 202641.9%38.1%20%0.03%0.03%
Jul 202642.4%39.2%18.3%0.04%0.04%
Aug 202645.1%38.5%16.3%0.03%0.05%
Sep 202643.2%39.8%17%0.04%0.03%

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

3 findings
  • Adidas was ahead of Puma in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Adidas’ share of searches among football brands in New Zealand moved from 38.4% to 39.8%, and its estimated monthly branded searches moved from 60.5K to 67K.
  • Across the 12 months ending September 2026, Puma’s share of searches among football brands in New Zealand moved from 14.3% to 17%, and its estimated monthly branded searches moved from 22.6K to 28.6K.

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

2 changes

  1. In September 2026, Adidas gained share of searches among football brands in New Zealand, from 38.5% to 39.8%.

  2. In September 2026, Puma gained share of searches among football brands in New Zealand, from 16.3% to 17%.

How are branded searches counted?

25 search terms

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

Adidas

15 branded 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
  • adidas trackpants

Puma

10 branded search terms

  • puma
  • puma ballet flats
  • puma footy boots
  • puma logos
  • puma outlet
  • puma sale
  • puma speed cat
  • puma speedcat
  • puma wedge
  • speedcat puma

How the Brand Demand Index is measured

Other head-to-heads among football brands

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