Brandwave

Adidas vs Canterbury:Which is more popular?

In September 2026, Adidas had more branded searches than Canterbury among rugby cleats brands in New Zealand. Adidas had about 67,000 branded searches, while Canterbury had 4,000. Adidas made up 26% of all rugby cleats brand searches we track, and Canterbury accounted for 1.6%. When we asked ChatGPT and Google AI Overviews about rugby cleats brands, both Adidas and Canterbury appeared in all four answers. Adidas was mentioned before Canterbury in two out of three answers.

Among rugby cleats brands in New Zealand in September 2026

Who do people search for more?

Adidas, about 17 searches for every 1 for Canterbury

Adidas 67K searchesCanterbury 4K searches

Who does AI mention more?

Both are mentioned in every answer we collected.

Adidas in 4 of 4Canterbury in 4 of 4

Who does AI recommend more?

Adidas, named ahead of Canterbury in 2 of 3 answers

Adidas first in 2Canterbury first in 1

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Top rugby cleats brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, both Adidas and Canterbury showed up in all four answers. Adidas was listed before Canterbury in two of them.

Most recommended by AI

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

  1. Adidas1st
  2. Canterbury2nd
  3. Mizuno3rd
  4. Nike4th
  5. ASICS5th
  6. New Balance–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Adidas4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Canterbury4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Mizuno3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Nike2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • ASICS1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • New Balance0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about rugby cleats brands

4 answers

  • Asked ChatGPT

    “Which rugby cleats brand should I buy in New Zealand?”

    1. 1Canterbury
    2. 2Adidas
    3. 3Mizuno
    4. 4Nike

  • Asked ChatGPT

    “What are the best rugby cleats brands in New Zealand?”

    1. 1Adidas
    2. 2Canterbury
    3. 3Mizuno
    4. 4Nike
    5. 5ASICS

  • Asked ChatGPT

    “What's the best rugby cleats brand in New Zealand for wet fields?”

    1. 1Adidas
    2. 2Canterbury
    3. 3Mizuno

  • Searched Google, AI Overview

    “rugby boots nz”

    Google showed no AI Overview for this search.

  • Searched Google, AI Overview

    “cleats for rugby”

    1. 1Adidas
    2. 2Canterbury

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 Adidas or Canterbury more popular in search?

This chart shows how often people search Google for Adidas and Canterbury by name. Each line represents a brand's share of searches for all six rugby cleats brands we track, month by month, from searches in New Zealand.

Adidas and Canterbury among rugby cleats brands in New Zealand, by month

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

View monthly share of searches table
MonthNikeAdidasNew BalanceASICSCanterburyMizuno
Oct 202532%26.1%23.6%15%1.9%1.4%
Nov 202533.5%26.9%22.2%13.9%2.4%1.1%
Dec 202536.7%24.8%22.5%12.8%2%1.1%
Jan 202633.8%22.3%22.8%17.7%1.8%1.7%
Feb 202631%23.9%22.3%19.2%1.9%1.8%
Mar 202631.1%26.5%22.1%16.7%1.8%1.8%
Apr 202629.7%25.7%24.1%16.9%1.7%1.9%
May 202628.1%26.5%26.6%15.8%1.4%1.7%
Jun 202628.3%25.7%27.7%15.5%1.4%1.4%
Jul 202628.9%26.8%23.9%17.1%1.7%1.6%
Aug 202629.9%25.6%24.6%17%1.6%1.4%
Sep 202628.2%26%25.5%17.2%1.6%1.5%

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

3 findings
  • Adidas was ahead of Canterbury in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Adidas’ share of searches among rugby cleats brands in New Zealand moved from 26.1% to 26%, and its estimated monthly branded searches moved from 60.5K to 67K.
  • Across the 12 months ending September 2026, Canterbury’s share of searches among rugby cleats brands in New Zealand moved from 1.9% to 1.6%, and its estimated monthly branded searches moved from 4.5K to 4K.

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

2 changes

  1. Estimated monthly branded searches for Adidas in New Zealand rose 10.8% over 12 measured months, from 60.5K to 67K in September 2026.

  2. Estimated monthly branded searches for Canterbury in New Zealand fell 11.1% over 12 measured months, from 4.5K to 4K in September 2026.

How are branded searches counted?

17 search terms

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

Canterbury

2 branded search terms

  • canterbury clothing
  • canterbury clothing shorts

How the Brand Demand Index is measured

Other head-to-heads among rugby cleats brands

Creator with pink hair and a pink jacket

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