JD Sports vs Rebel Sport:Which is more popular?
In September 2026, Rebel Sport had more branded searches than JD Sports among sporting goods retailers in New Zealand. Rebel Sport had about 201,000 branded searches, while JD Sports had 74,000. Rebel Sport made up 53.2% of all sporting goods retailer searches we track, and JD Sports accounted for 19.6%. When we asked ChatGPT and Google AI Overviews about sporting goods retailers, Rebel Sport appeared in all four answers and JD Sports in none.
Who do people search for more?
Rebel Sport, about 3 searches for every 1 for JD Sports
Who does AI mention more?
Rebel Sport, mentioned in every answer we collected
Who does AI recommend more?
Rebel Sport, 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, Rebel Sport appeared in all four answers. 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 JD Sports or Rebel Sport more popular in search?
This chart shows how often people search Google for JD Sports and Rebel Sport 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 Rebel Sport, JD Sports. 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 JD Sports and Rebel Sport comparison changed over the last 12 months?
3 findings
- Rebel Sport was ahead of JD Sports in every measured month of the 12 months ending September 2026.
- 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.
- Across the 12 months ending September 2026, Rebel Sport’s share of searches among sporting goods retailers in New Zealand moved from 55% to 53.2%, and its estimated monthly branded searches moved from 246K to 201K.
How did search popularity change for New Zealand sporting goods retailers in September 2026?
2 changes
In September 2026, Rebel Sport gained share of searches among sporting goods retailers in New Zealand, from 50% to 53.2%.
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?
3 search terms
Brandwave collects information about searches that people make online using JD Sports’ and Rebel Sport’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.
JD Sports
2 branded search terms
- JD Sports
- jd sports sportswear
Rebel Sport
1 branded search term
- rebel sport
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