Adidas vs Select:Which is more popular?
In September 2026, Adidas had more branded searches than Select among football brands in New Zealand. Adidas had about 67,000 branded searches, while Select had 70. Adidas made up 39.8% of all football brand searches we track, and Select accounted for 0.04%. When we asked ChatGPT and Google AI Overviews about football brands, Adidas appeared in all five answers and Select in two. Adidas was mentioned before Select in every answer.
Who do people search for more?
Adidas, about 957 searches for every 1 for Select
Who does AI mention more?
Adidas, mentioned in every answer we collected
Who does AI recommend more?
Adidas, named ahead of Select in every answer
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Top football brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Adidas appeared in all five answers. Select was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Adidas was listed before Select in every answer.
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.
Nike5 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
Mitre5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Puma3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Select2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
See every answer about football brands
5 answers
Asked ChatGPT
“Which football brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best football brands in New Zealand?”
Asked ChatGPT
“What's the best football brand in New Zealand for a training match?”
Searched Google, AI Overview
“size 5 football”
Searched Google, AI Overview
“soccer ball brands”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.
Is Adidas or Select more popular in search?
This chart shows how often people search Google for Adidas and Select by name. Each line represents a brand's share of searches for all five football brands we track, month by month, from searches in New Zealand.
Share of searches by month for Adidas, Select. The figures are in the table below the chart.
View monthly share of searches table
| Month | Nike | Adidas | Puma | Select | Mitre |
|---|---|---|---|---|---|
| Oct 2025 | 47.1% | 38.4% | 14.3% | 0.04% | 0.03% |
| Nov 2025 | 48.5% | 38.9% | 12.6% | 0.02% | 0.03% |
| Dec 2025 | 50.4% | 34.1% | 15.5% | 0.02% | 0.02% |
| Jan 2026 | 51.8% | 34.2% | 14% | 0.03% | 0.03% |
| Feb 2026 | 48.8% | 37.6% | 13.5% | 0.02% | 0.02% |
| Mar 2026 | 46.3% | 39.4% | 14.2% | 0.02% | 0.02% |
| Apr 2026 | 45.7% | 39.4% | 14.9% | 0.04% | 0.03% |
| May 2026 | 44.4% | 41.8% | 13.8% | 0.03% | 0.03% |
| Jun 2026 | 41.9% | 38.1% | 20% | 0.03% | 0.03% |
| Jul 2026 | 42.4% | 39.2% | 18.3% | 0.04% | 0.04% |
| Aug 2026 | 45.1% | 38.5% | 16.3% | 0.03% | 0.05% |
| Sep 2026 | 43.2% | 39.8% | 17% | 0.04% | 0.03% |
How has the Adidas and Select comparison changed over the last 12 months?
3 findings
- Adidas was ahead of Select in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Adidas’ share of searches among football brands in New Zealand moved from 38.4% to 39.8%, and its estimated monthly branded searches moved from 60.5K to 67K.
- Across the 12 months ending September 2026, Select’s share of searches among football brands in New Zealand held steady at 0.04%, and its estimated monthly branded searches held steady at 70.
How did search popularity change for New Zealand football brands in September 2026?
2 changes
In September 2026, Adidas gained share of searches among football brands in New Zealand, from 38.5% to 39.8%.
In September 2026, Select rose from 5th to 4th among football brands in New Zealand.
How are branded searches counted?
16 search terms
Brandwave collects information about searches that people make online using Adidas’ and Select’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 football brands
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