Brandwave

Adidas vs Under Armour:Which is more popular?

In September 2026, Adidas had more branded searches than Under Armour among football boot brands in New Zealand. Adidas had about 67,000 branded searches, while Under Armour had 8,370. Adidas made up 27.2% of all football boot brand searches we track, and Under Armour accounted for 3.4%. When we asked ChatGPT and Google AI Overviews about football boot brands, Adidas appeared in all four answers and Under Armour in none.

Among football boot brands in New Zealand in September 2026

Who do people search for more?

Adidas, about 8 searches for every 1 for Under Armour

Adidas 67K searchesUnder Armour 8.4K searches

Who does AI mention more?

Adidas, mentioned in every answer we collected

Adidas in 4 of 4Under Armour in 0 of 4

Who does AI recommend more?

Adidas, the only one of the two named

Adidas first in 4Under Armour never named

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Top football boot brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Adidas appeared in all four answers. Under Armour 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.

  1. Adidas1st
  2. Nike2nd
  3. Mizuno3rd
  4. Puma4th
  5. New Balance5th
  6. Under Armour–

Mentioned by AI

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

  • Nike4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Adidas4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Puma4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Mizuno3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • New Balance1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Under Armour0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about football boot brands

4 answers

  • Asked ChatGPT

    “Which football boot brand should I buy in New Zealand?”

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

  • Asked ChatGPT

    “What are the best football boot brands in New Zealand?”

    1. 1Adidas
    2. 2Mizuno
    3. 3Puma
    4. 4Nike
    5. 5New Balance

  • Asked ChatGPT

    “What's the best football boot brand in New Zealand for match play?”

    1. 1Adidas
    2. 2Nike
    3. 3Puma

  • Searched Google, AI Overview

    “best football boots”

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

  • Searched Google, AI Overview

    “kids football boots”

    Google showed no AI Overview for this search.

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 Under Armour more popular in search?

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

Adidas and Under Armour among football boot brands in New Zealand, by month

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

View monthly share of searches table
MonthNikeAdidasNew BalancePumaUnder ArmourMizuno
Oct 202533.1%27%24.4%10.1%3.9%1.4%
Nov 202534.9%28%23.2%9.1%3.8%1.1%
Dec 202536.6%24.7%22.5%11.2%3.8%1.1%
Jan 202636.2%23.9%24.4%9.8%3.9%1.8%
Feb 202634.1%26.3%24.5%9.4%3.6%2%
Mar 202633.1%28.2%23.6%10.2%3%1.9%
Apr 202631.5%27.2%25.5%10.2%3.6%2%
May 202629.7%28%28.1%9.2%3.3%1.8%
Jun 202628.4%25.8%27.8%13.5%3.1%1.4%
Jul 202629.7%27.5%24.6%12.8%3.8%1.6%
Aug 202631.2%26.7%25.6%11.3%3.6%1.5%
Sep 202629.5%27.2%26.7%11.6%3.4%1.6%

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

3 findings

How did search popularity change for New Zealand football boot brands in September 2026?

1 change

  1. In September 2026, Adidas gained share of searches among football boot brands in New Zealand, from 26.7% to 27.2%.

How are branded searches counted?

29 search terms

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

Under Armour

14 branded search terms

  • pants under armour
  • under armour
  • under armour apparel
  • under armour caps
  • under armour heatgear
  • under armour outlet
  • under armour sale
  • under armour shorts
  • under armour slides
  • under armour underwear
  • under armour westgate
  • underarmour
  • underarmour compression
  • underarmour hovr

How the Brand Demand Index is measured

Other head-to-heads among football boot brands

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