Brandwave

Ariat vs Steel Blue:Which is more popular in New Zealand?

In October 2026, Ariat had more branded searches than Steel Blue among boot brands in New Zealand. Ariat had about 1,000 branded searches, while Steel Blue had 480. Ariat made up 1.1% of all boot brand searches we track, and Steel Blue accounted for 0.54%. When we asked ChatGPT and Google AI Overviews about boot brands, Steel Blue appeared in two of the five answers and Ariat in one. Steel Blue was mentioned before Ariat in two out of three answers that named either.

Among boot brands in New Zealand in October 2026

Who do people search for more?

Ariat, about 2 searches for every 1 for Steel Blue

Ariat 1K searchesSteel Blue 480 searches

Who does AI mention more?

Steel Blue, mentioned in 2 of 5 answers, Ariat in 1

Steel Blue in 2 of 5Ariat in 1 of 5

Who does AI recommend more?

Steel Blue, named ahead of Ariat in 2 of 3 answers

Steel Blue first in 2Ariat first in 1

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Top boot brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Steel Blue was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Ariat was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Steel Blue was listed before Ariat in two out of three answers that named either.

Most recommended by AI

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

  1. Blundstone1st
  2. Redback2nd
  3. Steel Blue3rd
  4. Timberland4th
  5. John Bull5th
  6. SCARPA6th
  7. R.M.Williams7th
  8. Red Wing8th
  9. Mongrel9th
  10. +2 more
  11. Ariat12th
  12. +1 more

Mentioned by AI

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

  • Blundstone5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Timberland4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • John Bull3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Dr. Martens2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • R.M.Williams2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Redback2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Steel Blue2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • SCARPA2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ariat1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Red Wing1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+3 more

See every answer about boot brands

5 answers

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 Ariat or Steel Blue more popular in search?

This chart shows how often people search Google for Ariat and Steel Blue by name. Each line represents a brand's share of searches for all 13 boot brands we track, month by month, from searches in New Zealand.

Ariat and Steel Blue among boot brands in New Zealand, by month

Share of searches by month for Ariat, Steel Blue. The figures are in the table below the chart.

View monthly share of searches table
MonthUGGDr. MartensR.M.WilliamsBlundstoneTimberlandJohn BullAriatRed WingRedbackSteel BlueSCARPAMongrelMerrell
Nov 202542%24.4%19.8%7%2.6%1.4%0.9%0.53%0.33%0.53%0.29%0.1%0.15%
Dec 202546.7%22.6%18.6%6.3%2.4%1.1%0.74%0.5%0.3%0.33%0.22%0.12%0.09%
Jan 202641.4%27.6%13.8%9.4%2.6%1.7%1.1%0.64%0.48%0.64%0.42%0.12%0.12%
Feb 202640.1%26.1%15.7%10%2.4%2%1.1%0.74%0.54%0.6%0.4%0.17%0.14%
Mar 202643.5%25.9%13.3%9.8%2.4%1.6%1%0.73%0.44%0.6%0.39%0.17%0.17%
Apr 202648.1%22.3%13.3%9.2%2.5%1.4%0.86%0.51%0.57%0.51%0.41%0.15%0.22%
May 202652.2%20.5%12.5%8.4%2.3%1.2%0.78%0.46%0.51%0.46%0.37%0.16%0.13%
Jun 202646.9%22.9%13.7%9.3%2.5%1.4%1.1%0.5%0.54%0.5%0.41%0.18%0.14%
Jul 202648.8%19.8%14%10.4%2.5%1.4%0.88%0.52%0.46%0.42%0.42%0.15%0.18%
Aug 202646.2%20.5%14.6%10.7%3.3%1.5%0.91%0.54%0.5%0.54%0.44%0.19%0.19%
Sep 202639.1%24.8%15%12%3.3%1.8%1%0.67%0.62%0.67%0.44%0.29%0.24%
Oct 202641.3%24.4%14.3%10.9%3.3%2.1%1.1%0.66%0.57%0.54%0.44%0.19%0.12%

Ariat sells other things too, so only its searches that name this product count here, like “ariat boots”.

How has branded search for Ariat and Steel Blue changed in New Zealand over the last 12 months?

3 findings
  • Ariat was ahead of Steel Blue in every measured month of the 12 months ending October 2026.
  • Across the 12 months ending October 2026, Ariat’s share of searches among boot brands in New Zealand moved from 0.9% to 1.1%, and its estimated monthly branded searches held steady at 1K.
  • Across the 12 months ending October 2026, Steel Blue’s share of searches among boot brands in New Zealand moved from 0.53% to 0.54%, and its estimated monthly branded searches moved from 590 to 480.

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

1 change

  1. In October 2026, Steel Blue fell from 9th to 10th among boot brands in New Zealand.

How are Ariat’s and Steel Blue’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Ariat’s and Steel Blue’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.

Ariat

1 branded search term

  • ariat boots

Steel Blue

1 branded search term

  • steelblue

How the Brand Demand Index is measured

Other head-to-heads among boot brands

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