--- title: "Adidas vs Steeden: Which is searched more in New Zealand?" description: "Is Adidas or Steeden more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Rugby gear brands set in New Zealand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/nz/compare/adidas-vs-steeden" publisher: "Brandwave" --- # Adidas vs Steeden: Which is searched more in New Zealand? Is Adidas or Steeden more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Rugby gear brands set in New Zealand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: Adidas and Steeden - **Competitive set**: Rugby gear brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **Adidas Share of Search**: 9.9% - **Steeden Share of Search**: 13.7% ## Is Adidas or Steeden more popular in search? - In September 2026, Steeden had more branded searches than Adidas among rugby gear brands in New Zealand. Steeden had about 1,040 branded searches, while Adidas had 750. Steeden made up 13.7% of all rugby gear brand searches we track, and Adidas accounted for 9.9%. - The lead changed hands 2 times in the 12 months ending September 2026: Adidas took it in January 2026, Steeden 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, Steeden’s share of searches among rugby gear brands in New Zealand moved from 10.6% to 13.7%, and its estimated monthly branded searches moved from 800 to 1K. ## Top rugby gear brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Adidas appeared in all five answers. Steeden did not appear in any of the five answers. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Canterbury | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Adidas | 2nd | 3 of 3 | 2 of 2 | 5 of 5 | | Gilbert | 3rd | 3 of 3 | 2 of 2 | 5 of 5 | | BLK | 4th | 1 of 3 | 0 of 2 | 1 of 5 | | Steeden | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Kooga | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about rugby gear brands - Asked ChatGPT "Which rugby gear brand should I buy in New Zealand?": 1. Canterbury, 2. Adidas, 3. Gilbert - Asked ChatGPT "What are the best rugby gear brands in New Zealand?": 1. Canterbury, 2. Adidas, 3. Gilbert, 4. BLK - Asked ChatGPT "What's the best rugby gear brand in New Zealand for team training?": 1. Canterbury, 2. Gilbert, 3. Adidas - Searched Google, AI Overview "rugby gear brands": 1. Canterbury, 2. Gilbert, 3. Adidas - Searched Google, AI Overview "best rugby gear": 1. Adidas, 2. Canterbury, 3. Gilbert Not named in any answer: Steeden and Kooga. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026. ## How did search popularity change for New Zealand rugby gear brands in September 2026? - In September 2026, Steeden overtook Gilbert and Adidas to rank 2nd among rugby gear brands in New Zealand, with 13.7% of the searches. - Estimated monthly branded searches for Adidas in New Zealand rose 44.2% over 12 measured months, from 520 to 750 in September 2026. ## Month by month | Month | Adidas estimated searches | Adidas Share of Search | Adidas rank | Steeden estimated searches | Steeden Share of Search | Steeden rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 520 | 6.9% | 4 | 800 | 10.6% | 2 | | Nov 2025 | 520 | 4.9% | 4 | 810 | 7.6% | 2 | | Dec 2025 | 420 | 5.3% | 4 | 620 | 7.8% | 2 | | Jan 2026 | 920 | 14.1% | 2 | 240 | 3.7% | 4 | | Feb 2026 | 1.9K | 22.3% | 2 | 540 | 6.2% | 4 | | Mar 2026 | 4.5K | 35.2% | 2 | 660 | 5.2% | 4 | | Apr 2026 | 1.1K | 13.3% | 2 | 680 | 8.6% | 4 | | May 2026 | 910 | 11.6% | 3 | 830 | 10.6% | 4 | | Jun 2026 | 1.4K | 14.6% | 3 | 920 | 9.8% | 4 | | Jul 2026 | 950 | 9.9% | 3 | 770 | 8% | 4 | | Aug 2026 | 910 | 9.9% | 3 | 900 | 9.8% | 4 | | Sep 2026 | 750 | 9.9% | 3 | 1K | 13.7% | 2 | ## How each brand is measured Brandwave collects information about searches that people make online using Adidas’ and Steeden’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**: Measured on the search terms “adidas rugby” and “adidas rugby boots”, summed into one figure. - **Steeden**: Measured on the search terms “rugby ball steeden”, “steeden”, “steeden ball”, “steeden nrl ball” and “steeden rugby”, summed into one figure. - [Adidas profile](/demand/nz/brands/adidas) - [Steeden profile](/demand/nz/brands/steeden) - [All rugby gear brands in New Zealand](/demand/nz/categories/nz-rugby-gear-brands): The set both shares are measured inside, 6 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Adidas or Steeden more popular in search? In September 2026, Steeden had more branded searches than Adidas among rugby gear brands in New Zealand. Steeden had about 1,040 branded searches, while Adidas had 750. Steeden made up 13.7% of all rugby gear brand searches we track, and Adidas accounted for 9.9%. ## Cite this page Brandwave. "Adidas vs Steeden: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/adidas-vs-steeden This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/adidas-vs-steeden. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.