Sporting goods retailers in New Zealand:Which brands are most popular in search?
In August 2026, Rebel Sport was the most searched among sporting goods retailers in New Zealand, with an estimated 201K branded searches and 58.6% estimated Share of Search within this set.
Rebel Sport58.6%
JD Sports26.4%
Stirling Sports11.8%Elite Fitness1.8%
Smith's Sports Shoes1.4%
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Share of SearchLeaderboard
Sportswear and sporting equipment retailers in NZ. 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.
Share of Search by month for Rebel Sport, JD Sports, Stirling Sports. The figures are in the table below the chart.
View monthly share of search table
| Month | Rebel Sport | JD Sports | Stirling Sports | Elite Fitness | Smith's Sports Shoes |
|---|---|---|---|---|---|
| Oct 2025 | 63.4% | 23.3% | 10.4% | 1.6% | 1.2% |
| Nov 2025 | 60.4% | 27.1% | 9.9% | 1.3% | 1.4% |
| Dec 2025 | 62.6% | 23% | 12.6% | 0.94% | 0.95% |
| Jan 2026 | 65.8% | 19.8% | 10.8% | 1.7% | 1.8% |
| Feb 2026 | 63% | 23.2% | 10.4% | 1.6% | 1.8% |
| Mar 2026 | 58.4% | 26.3% | 11.8% | 1.5% | 2.1% |
| Apr 2026 | 67.8% | 20.4% | 9.1% | 1.4% | 1.3% |
| May 2026 | 63.2% | 23.2% | 10.4% | 1.6% | 1.5% |
| Jun 2026 | 58.4% | 26.3% | 11.8% | 1.8% | 1.7% |
| Jul 2026 | 61.8% | 22.7% | 12.4% | 1.5% | 1.5% |
| Aug 2026 | 58.6% | 26.4% | 11.8% | 1.8% | 1.4% |
| Sep 2026 | — | — | — | — | — |
This month’s ranking, August 2026
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 58.6% | 201K | -18.3% | -3.2 points | |
| 2, held 2nd | 26.4% | 90.5K | 0% | +3.6 points | |
| 3, held 3rd | 11.8% | 40.5K | -18.2% | -0.6 points | |
| 4, held 4th | 1.8% | 6.2K | +1.1% | +0.3 points | |
| 5, held 5th | 1.4% | 4.8K | -18.4% | -0.1 points |
58.6%
held 1st · 201K estimated branded searches · -18.3% vs prior month · -3.2 points
26.4%
held 2nd · 90.5K estimated branded searches · 0% vs prior month · +3.6 points
11.8%
held 3rd · 40.5K estimated branded searches · -18.2% vs prior month · -0.6 points
1.8%
held 4th · 6.2K estimated branded searches · +1.1% vs prior month · +0.3 points
1.4%
held 5th · 4.8K estimated branded searches · -18.4% vs prior month · -0.1 points
Compare search popularity between leading brands
Which brand is most popular in search among sporting goods retailers in New Zealand?
5 brands
In August 2026, Rebel Sport was the most searched among sporting goods retailers in New Zealand, with an estimated 201K branded searches and 58.6% estimated Share of Search within this set. JD Sports is in 2nd place, 32.2 percentage points behind at 26.4% Share of Search.
| Brand | Share of Search | Peak | Low | Rank |
|---|---|---|---|---|
| Rebel Sport | 63.4% → 58.6% | 67.8%Apr 2026 | 58.4%Mar 2026 | 1st |
| JD Sports | 23.3% → 26.4% | 27.1%Nov 2025 | 19.8%Jan 2026 | 2nd |
| Stirling Sports | 10.4% → 11.8% | 12.6%Dec 2025 | 9.1%Apr 2026 | 3rd |
| Elite Fitness | 1.6% → 1.8% | 1.8%Aug 2026 | 0.94%Dec 2025 | 4th |
| Smith's Sports Shoes | 1.2% → 1.4% | 2.1%Mar 2026 | 0.95%Dec 2025 | 5th |
Each finding as a sentence
- Across the 11 months ending August 2026, Rebel Sport’s estimated Share of Search among sporting goods retailers in New Zealand decreased from 63.4% to 58.6%.
- Across the 11 months ending August 2026, JD Sports’ estimated Share of Search among sporting goods retailers in New Zealand increased from 23.3% to 26.4%.
- Across the 11 months ending August 2026, Stirling Sports’ estimated Share of Search among sporting goods retailers in New Zealand increased from 10.4% to 11.8%.
- Across the 11 months ending August 2026, Rebel Sport’s estimated Share of Search among sporting goods retailers in New Zealand peaked at 67.8% in April 2026 and was lowest at 58.4% in March 2026.
- Across the 11 months ending August 2026, JD Sports’ estimated Share of Search among sporting goods retailers in New Zealand peaked at 27.1% in November 2025 and was lowest at 19.8% in January 2026.
- Across the 11 months ending August 2026, Stirling Sports’ estimated Share of Search among sporting goods retailers in New Zealand peaked at 12.6% in December 2025 and was lowest at 9.1% in April 2026.
- Across the 11 months ending August 2026, Smith's Sports Shoes’ estimated Share of Search among sporting goods retailers in New Zealand peaked at 2.1% in March 2026 and was lowest at 0.95% in December 2025.
- Across the 11 months ending August 2026, Elite Fitness and Smith's Sports Shoes held steady: their estimated Share of Search among sporting goods retailers in New Zealand each moved less than 0.5 percentage points.
How did search popularity change for New Zealand sporting goods retailers in August 2026?
3 changes
In August 2026, JD Sports gained estimated Share of Search among sporting goods retailers in New Zealand, from 22.7% to 26.4%.
In August 2026, Rebel Sport lost estimated Share of Search among sporting goods retailers in New Zealand, from 61.8% to 58.6%.
In August 2026, Stirling Sports lost estimated Share of Search among sporting goods retailers in New Zealand, from 12.4% to 11.8%.
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