Adidas vs Gilbert:Which is more popular?
In September 2026, Adidas and Gilbert were level in searches among rugby gear brands in New Zealand, with an estimated 750 versus 720 branded searches, at 9.9% and 9.5% of the total. When we asked ChatGPT and Google AI Overviews about rugby gear brands, both Adidas and Gilbert appeared in all five answers. Adidas was mentioned before Gilbert in three out of five answers.
Who do people search for more?
Adidas and Gilbert are searched for about as often as each other.
Who does AI mention more?
Both are mentioned in every answer we collected.
Who does AI recommend more?
Adidas, named ahead of Gilbert in 3 of 5 answers
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Top rugby gear brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, both Adidas and Gilbert showed up in all five answers. Adidas was listed before Gilbert in three of them.
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.
- Canterbury5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Adidas5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Gilbert5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
BLK1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Steeden0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Kooga0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about rugby gear brands
5 answers
Asked ChatGPT
“Which rugby gear brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best rugby gear brands in New Zealand?”
Asked ChatGPT
“What's the best rugby gear brand in New Zealand for team training?”
Searched Google, AI Overview
“rugby gear brands”
Searched Google, AI Overview
“best rugby gear”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is Adidas or Gilbert more popular in search?
This chart shows how often people search Google for Adidas and Gilbert by name. Each line represents a brand's share of searches for all six rugby gear brands we track, month by month, from searches in New Zealand.
Share of searches by month for Adidas, Gilbert. The figures are in the table below the chart.
View monthly share of searches table
| Month | Canterbury | Steeden | Adidas | Gilbert | BLK | Kooga |
|---|---|---|---|---|---|---|
| Oct 2025 | 72.4% | 10.6% | 6.9% | 8.6% | 1.1% | 0.4% |
| Nov 2025 | 79.3% | 7.6% | 4.9% | 6.8% | 1.2% | 0.19% |
| Dec 2025 | 79.4% | 7.8% | 5.3% | 5.9% | 1.3% | 0.38% |
| Jan 2026 | 73.9% | 3.7% | 14.1% | 6.3% | 1.7% | 0.31% |
| Feb 2026 | 57% | 6.2% | 22.3% | 13% | 1.3% | 0.23% |
| Mar 2026 | 46.9% | 5.2% | 35.2% | 11.3% | 1.3% | 0.24% |
| Apr 2026 | 67.1% | 8.6% | 13.3% | 8.8% | 1.8% | 0.38% |
| May 2026 | 63.1% | 10.6% | 11.6% | 13.4% | 1% | 0.38% |
| Jun 2026 | 52.6% | 9.8% | 14.6% | 21.9% | 0.96% | 0.21% |
| Jul 2026 | 62.4% | 8% | 9.9% | 18.3% | 1.2% | 0.1% |
| Aug 2026 | 67% | 9.8% | 9.9% | 12.2% | 0.87% | 0.33% |
| Sep 2026 | 65.3% | 13.7% | 9.9% | 9.5% | 1.3% | 0.26% |
How has the Adidas and Gilbert comparison changed over the last 12 months?
3 findings
- The lead changed hands 3 times in the 12 months ending September 2026: Adidas took it in January 2026, Gilbert took it in May 2026, Adidas took it in September 2026.
- Across the 12 months ending September 2026, Adidas’ share of searches among rugby gear brands in New Zealand moved from 6.9% to 9.9%, and its estimated monthly branded searches moved from 520 to 750.
- Across the 12 months ending September 2026, Gilbert’s share of searches among rugby gear brands in New Zealand moved from 8.6% to 9.5%, and its estimated monthly branded searches moved from 650 to 720.
How did search popularity change for New Zealand rugby gear brands in September 2026?
3 changes
In September 2026, Steeden overtook Gilbert and Adidas to rank 2nd among rugby gear brands in New Zealand, with 13.7% of the searches.
In September 2026, Gilbert lost share of searches among rugby gear brands in New Zealand, from 12.2% to 9.5%.
Estimated monthly branded searches for Adidas in New Zealand rose 44.2% over 12 measured months, from 520 to 750 in September 2026.
How are branded searches counted?
6 search terms
Brandwave collects information about searches that people make online using Adidas’ and Gilbert’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.
Other head-to-heads among rugby gear brands
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