Hunting & Fishing vs JD Sports:Which is more popular?
In September 2026, JD Sports had more branded searches than Hunting & Fishing among sporting goods retailers in New Zealand. JD Sports had about 74,000 branded searches, while Hunting & Fishing had 61,500. JD Sports made up 19.6% of all sporting goods retailer searches we track, and Hunting & Fishing accounted for 16.3%. When we asked ChatGPT and Google AI Overviews about sporting goods retailers, Hunting & Fishing appeared in two of the four answers and JD Sports in none.
Who do people search for more?
JD Sports, about 20% more searches than Hunting & Fishing
Who does AI mention more?
Hunting & Fishing, mentioned in 2 of 4 answers, JD Sports in 0
Who does AI recommend more?
Hunting & Fishing, the only one of the two named
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Top sporting goods retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Hunting & Fishing was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. JD Sports did not appear in any of the four answers.
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.
Rebel Sport4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Stirling Sports3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers- Hunting & Fishing2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- JD Sports0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Smith's Sports Shoes0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Elite Fitness0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about sporting goods retailers
4 answers
Asked ChatGPT
“Which sporting goods retailer should I shop at in New Zealand?”
Asked ChatGPT
“What are the best sporting goods retailers in New Zealand?”
Asked ChatGPT
“What's the best sporting goods retailer in New Zealand for sports gear?”
Searched Google, AI Overview
“sports shop nz”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“sporting goods nz”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.
Is Hunting & Fishing or JD Sports more popular in search?
This chart shows how often people search Google for Hunting & Fishing and JD Sports by name. Each line represents a brand's share of searches for all six sporting goods retailers we track, month by month, from searches in New Zealand.
Share of searches by month for JD Sports, Hunting & Fishing. The figures are in the table below the chart.
View monthly share of searches table
| Month | Rebel Sport | JD Sports | Hunting & Fishing | Stirling Sports | Smith's Sports Shoes | Elite Fitness |
|---|---|---|---|---|---|---|
| Oct 2025 | 55% | 20.2% | 13.8% | 9% | 0.99% | 0.98% |
| Nov 2025 | 51.1% | 22.9% | 15.6% | 8.4% | 1.1% | 0.75% |
| Dec 2025 | 50.9% | 18.7% | 19% | 10.2% | 0.75% | 0.5% |
| Jan 2026 | 53.1% | 16% | 19.9% | 8.7% | 1.4% | 0.95% |
| Feb 2026 | 53% | 19.5% | 16.3% | 8.7% | 1.4% | 0.95% |
| Mar 2026 | 48.1% | 21.7% | 18% | 9.7% | 1.6% | 0.86% |
| Apr 2026 | 56.4% | 17% | 17.2% | 7.6% | 1% | 0.82% |
| May 2026 | 53.2% | 19.6% | 16.3% | 8.8% | 1.2% | 0.95% |
| Jun 2026 | 49.8% | 22.4% | 15.3% | 10% | 1.3% | 1.1% |
| Jul 2026 | 52.2% | 19.2% | 16% | 10.5% | 1.2% | 0.94% |
| Aug 2026 | 50% | 22.5% | 15.3% | 10.1% | 1.1% | 1.1% |
| Sep 2026 | 53.2% | 19.6% | 16.3% | 8.8% | 1.2% | 0.95% |
How has the Hunting & Fishing and JD Sports comparison changed over the last 12 months?
3 findings
- The lead changed hands 4 times in the 12 months ending September 2026: Hunting & Fishing took it in December 2025, JD Sports took it in February 2026, Hunting & Fishing took it in April 2026, JD Sports took it in May 2026.
- Across the 12 months ending September 2026, Hunting & Fishing’s share of searches among sporting goods retailers in New Zealand moved from 13.8% to 16.3%, and its estimated monthly branded searches moved from 61.8K to 61.5K.
- Across the 12 months ending September 2026, JD Sports’ share of searches among sporting goods retailers in New Zealand moved from 20.2% to 19.6%, and its estimated monthly branded searches moved from 90.5K to 74K.
How did search popularity change for New Zealand sporting goods retailers in September 2026?
2 changes
In September 2026, Hunting & Fishing gained share of searches among sporting goods retailers in New Zealand, from 15.3% to 16.3%.
In September 2026, JD Sports lost share of searches among sporting goods retailers in New Zealand, from 22.5% to 19.6%.
How are branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using Hunting & Fishing’s and JD Sports’ 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.
Hunting & Fishing
2 branded search terms
- Hunting & Fishing
- hunting fishing
JD Sports
2 branded search terms
- JD Sports
- jd sports sportswear
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