--- title: "Sporting Goods Retailers in New Zealand: Share of Search" description: "Share of Search among Rebel Sport, JD Sports and Stirling Sports, the sporting goods retailers Brandwave compares in New Zealand, using the same methodology, market, and reporting period." canonical: "https://gobrandwave.com/demand/nz/categories/nz-sporting-goods-retailers" publisher: "Brandwave" --- # Sporting Goods Retailers in New Zealand: Share of Search Share of Search among Rebel Sport, JD Sports and Stirling Sports, the sporting goods retailers Brandwave compares in New Zealand, using the same methodology, market, and reporting period. ## Key facts - **Competitive set**: Sporting Goods Retailers - **Market**: New Zealand - **Brands compared**: 3 - **Month measured**: Aug 2026 - **Highest Share of Search**: Rebel Sport, 60.5% ## Which brand has the highest Share of Search among sporting goods retailers in New Zealand? - Rebel Sport holds the highest estimated Share of Search among sporting goods retailers in New Zealand, at 60.5% in August 2026. - JD Sports is in 2nd place, 33.3 percentage points behind at 27.3% Share of Search. - Across the 12 months ending August 2026, Rebel Sport’s estimated Share of Search among sporting goods retailers in New Zealand increased from 57.2% to 60.5%. - Across the 12 months ending August 2026, JD Sports’ estimated Share of Search among sporting goods retailers in New Zealand decreased from 31.3% to 27.3%. - Across the 12 months ending August 2026, Stirling Sports’ estimated Share of Search among sporting goods retailers in New Zealand increased from 11.5% to 12.2%. - Across the 12 months ending August 2026, Rebel Sport’s estimated Share of Search among sporting goods retailers in New Zealand peaked at 69.7% in April 2026 and was lowest at 57.2% in September 2025. - Across the 12 months ending August 2026, JD Sports’ estimated Share of Search among sporting goods retailers in New Zealand peaked at 31.3% in September 2025 and was lowest at 20.5% in January 2026. - Across the 12 months ending August 2026, Stirling Sports’ estimated Share of Search among sporting goods retailers in New Zealand peaked at 12.8% in December 2025 and was lowest at 9.4% in April 2026. ## What changed among sporting goods retailers in New Zealand? - In August 2026, JD Sports gained estimated Share of Search among sporting goods retailers in New Zealand, from 23.4% to 27.3%. - In August 2026, Rebel Sport lost estimated Share of Search among sporting goods retailers in New Zealand, from 63.7% to 60.5%. - In August 2026, Stirling Sports lost estimated Share of Search among sporting goods retailers in New Zealand, from 12.8% to 12.2%. ## Share of Search ranking | Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by | | --- | --- | --- | --- | --- | --- | | 1 | Rebel Sport | 60.5% | 201K | -18.3% | THE SPORTS AUTHORITY LIMITED | | 2 | JD Sports | 27.3% | 90.5K | 0.0% | JD SPORTS FASHION NZ PTY LIMITED | | 3 | Stirling Sports | 12.2% | 40.5K | -18.2% | STIRLING SPORTS LIMITED | ## Historical estimated branded-search demand | Month | Brand | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Sep 2025 | Rebel Sport | 201K | 57.2% | 1 | | Sep 2025 | JD Sports | 110K | 31.3% | 2 | | Sep 2025 | Stirling Sports | 40.5K | 11.5% | 3 | | Oct 2025 | Rebel Sport | 246K | 65.2% | 1 | | Oct 2025 | JD Sports | 90.5K | 24% | 2 | | Oct 2025 | Stirling Sports | 40.5K | 10.7% | 3 | | Nov 2025 | Rebel Sport | 301K | 62% | 1 | | Nov 2025 | JD Sports | 135K | 27.8% | 2 | | Nov 2025 | Stirling Sports | 49.5K | 10.2% | 3 | | Dec 2025 | Rebel Sport | 368K | 63.8% | 1 | | Dec 2025 | JD Sports | 135K | 23.4% | 2 | | Dec 2025 | Stirling Sports | 74K | 12.8% | 3 | | Jan 2026 | Rebel Sport | 246K | 68.2% | 1 | | Jan 2026 | JD Sports | 74K | 20.5% | 2 | | Jan 2026 | Stirling Sports | 40.5K | 11.2% | 3 | | Feb 2026 | Rebel Sport | 201K | 65.2% | 1 | | Feb 2026 | JD Sports | 74K | 24% | 2 | | Feb 2026 | Stirling Sports | 33.1K | 10.7% | 3 | | Mar 2026 | Rebel Sport | 201K | 60.5% | 1 | | Mar 2026 | JD Sports | 90.5K | 27.3% | 2 | | Mar 2026 | Stirling Sports | 40.5K | 12.2% | 3 | | Apr 2026 | Rebel Sport | 301K | 69.7% | 1 | | Apr 2026 | JD Sports | 90.5K | 21% | 2 | | Apr 2026 | Stirling Sports | 40.5K | 9.4% | 3 | | May 2026 | Rebel Sport | 246K | 65.3% | 1 | | May 2026 | JD Sports | 90.5K | 24% | 2 | | May 2026 | Stirling Sports | 40.5K | 10.7% | 3 | | Jun 2026 | Rebel Sport | 201K | 60.5% | 1 | | Jun 2026 | JD Sports | 90.5K | 27.3% | 2 | | Jun 2026 | Stirling Sports | 40.5K | 12.2% | 3 | | Jul 2026 | Rebel Sport | 246K | 63.7% | 1 | | Jul 2026 | JD Sports | 90.5K | 23.4% | 2 | | Jul 2026 | Stirling Sports | 49.5K | 12.8% | 3 | | Aug 2026 | Rebel Sport | 201K | 60.5% | 1 | | Aug 2026 | JD Sports | 90.5K | 27.3% | 2 | | Aug 2026 | Stirling Sports | 40.5K | 12.2% | 3 | ## Compare two brands head-to-head - [Rebel Sport vs JD Sports](/demand/nz/compare/jd-sports-vs-rebel-sport): 60.5% against 27.3% Share of Search. - [Rebel Sport vs Stirling Sports](/demand/nz/compare/rebel-sport-vs-stirling-sports): 60.5% against 12.2% Share of Search. - [JD Sports vs Stirling Sports](/demand/nz/compare/jd-sports-vs-stirling-sports): 27.3% against 12.2% Share of Search. ## What is being compared - **JD Sports**: Measured on the search terms “JD Sports”, “jd sports sports shoes” and “jd sports sportswear”, summed into one figure. - **Rebel Sport**: Measured on the search term “Rebel Sport”. - **Stirling Sports**: Measured on the search term “Stirling Sports”. - [JD Sports](/demand/nz/brands/jd-sports) - [Rebel Sport](/demand/nz/brands/rebel-sport) - [Stirling Sports](/demand/nz/brands/stirling-sports) ## How is branded search demand measured? ### Where do these numbers come from? Brandwave organizes categories, branded terms, and competitor groups using publicly available information about companies and brands. We obtain third-party modeled search-volume estimates from external search-data providers, then store and keep them up to date. Our Brand Demand Index shares this curated information with everyone for free. The figures cover the 12 months ending Aug 2026. ### What exactly is being compared? We estimate branded-search demand in New Zealand for JD Sports, Rebel Sport and Stirling Sports using modeled search-volume estimates for each brand’s name or related terms. This approach has limitations, but it provides a directional view of relative branded-search interest and how it changes over time. ### Is Share of Search the same as market share? No, Share of Search compares a brand’s estimated search volume with the estimated search volume of other brands in the same group. It measures searches for branded terms, not purchases, so it is not the same as market share, revenue share, or customer share. A brand might have a high Share of Search but still sell less than a competitor, and brands that people buy out of habit might be searched for less than brands people are still considering. Branded-search demand can provide an early signal that interest in a brand is changing. Watching for sustained shifts can help you spot trends sooner, but the metric does not establish what will happen to revenue. ### How reliable are modeled search volumes? These numbers are estimates and should be seen as a general trend, not an exact count. The figures show rounded monthly search volumes, and a single month’s result might change for reasons unrelated to the brand. Smaller brands are rounded more roughly than larger ones. Search volume estimates searches, not unique people. The real value of these figures is in comparison: every brand in the group is measured the same way, in the same market, and in the same month. This means the differences between brands, and how those differences change over time, are more meaningful than any single number. ### Does a rise in branded searches mean a campaign worked? Not always. It depends on what your campaign was meant to do. Our public marketing data shows when branded search demand changes, but it doesn’t tell you why. Branded search volume can rise or fall for many reasons. For example, a competitor’s campaign, a news story, a price change, the season, or more people shopping in your category can all play a part. Checking the timing of these changes can give you useful clues, so it helps to see what else was happening at the same time. Brandwave lets you track all your marketing activity and branded search volume together on one timeline, making this much easier. ### Can I use the Brand Demand Index data? Yes. Anyone may use, share, adapt, and redistribute data published in the Brandwave Brand Demand Index, including for commercial purposes, under the Creative Commons Attribution 4.0 International licence (CC BY 4.0). Give appropriate credit to Brandwave, link to the source page and https://creativecommons.org/licenses/by/4.0/, and indicate if you made changes. This permission covers Brandwave’s published compilation and measurements; it does not grant rights to third-party trademarks or logos. Automated access must use the public pages or API and respect published rate limits. ### Does appearing here mean a company uses Brandwave? Not necessarily. Brandwave maintains these brand profiles using publicly available information and data sources. Brandwave never exposes private customer data publicly. ## Cite this page Brandwave. "Sporting Goods Retailers in New Zealand: Share of Search". https://gobrandwave.com/demand/nz/categories/nz-sporting-goods-retailers This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-sporting-goods-retailers. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.