Brandwave

Fox Racing vs Smith:Which is more popular?

In September 2026, Fox Racing had more branded searches than Smith among MTB helmet brands in New Zealand. Fox Racing had about 1,140 branded searches, while Smith had 50. Fox Racing made up 30.4% of all MTB helmet brand searches we track, and Smith accounted for 1.3%. When we asked ChatGPT and Google AI Overviews about MTB helmet brands, Fox Racing appeared in all three answers and Smith in one. Fox Racing was mentioned before Smith in every answer.

Among MTB helmet brands in New Zealand in September 2026

Who do people search for more?

Fox Racing, about 23 searches for every 1 for Smith

Fox Racing 1.1K searchesSmith 50 searches

Who does AI mention more?

Fox Racing, mentioned in every answer we collected

Fox Racing in 3 of 3Smith in 1 of 3

Who does AI recommend more?

Fox Racing, named ahead of Smith in every answer

Fox Racing first in 3Smith never first

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Top MTB helmet brands in ChatGPT and Google AI Overviews

In three ChatGPT questions, Fox Racing appeared in all three answers. Smith was mentioned in one out of three: in one of the three ChatGPT answers. Fox Racing was listed before Smith in every answer.

Most recommended by AI

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

  1. Fox Racing1st
  2. POC2nd
  3. Giro3rd
  4. Bell4th
  5. Smith5th

Mentioned by AI

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

  • Fox Racing3 of 3Named in 3 of 3 ChatGPT answers
  • Giro3 of 3Named in 3 of 3 ChatGPT answers
  • Bell3 of 3Named in 3 of 3 ChatGPT answers
  • POC3 of 3Named in 3 of 3 ChatGPT answers
  • Smith1 of 3Named in 1 of 3 ChatGPT answers

See every answer about MTB helmet brands

3 answers

  • Asked ChatGPT

    “Which MTB helmet brand should I buy in New Zealand?”

    1. 1Giro
    2. 2Fox Racing
    3. 3Bell
    4. 4POC

  • Asked ChatGPT

    “What are the best MTB helmet brands in New Zealand?”

    1. 1Fox Racing
    2. 2POC
    3. 3Giro
    4. 4Bell
    5. 5Smith

  • Asked ChatGPT

    “What's the best MTB helmet brand in New Zealand for trail safety?”

    1. 1POC
    2. 2Fox Racing
    3. 3Bell
    4. 4Giro

  • Searched Google, AI Overview

    “mtb helmets nz”

    Google showed no AI Overview for this search.

  • Searched Google, AI Overview

    “mountain bike helmet”

    Google showed no AI Overview for this search.

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Is Fox Racing or Smith more popular in search?

This chart shows how often people search Google for Fox Racing and Smith by name. Each line represents a brand's share of searches for all five MTB helmet brands we track, month by month, from searches in New Zealand.

Fox Racing and Smith among MTB helmet brands in New Zealand, by month

Share of searches by month for Fox Racing, Smith. The figures are in the table below the chart.

View monthly share of searches table
MonthFox RacingGiroBellPOCSmith
Oct 202530.1%26.7%25.5%15.6%2.1%
Nov 202531.6%27.8%20.6%18.4%1.7%
Dec 202535.1%25.5%21.7%15.9%1.8%
Jan 202629.4%27.4%23.4%17.8%2%
Feb 202633%22%28.6%14%2.5%
Mar 202631.4%24.3%29.1%13.9%1.3%
Apr 202632.2%28.2%23.4%14.7%1.4%
May 202634.8%25.1%21.9%16.9%1.3%
Jun 202635.8%23.3%24.2%15.5%1.2%
Jul 202631.3%28%22.3%17%1.4%
Aug 202630.1%31.4%20.8%16.6%1.1%
Sep 202630.4%30.4%21.1%16.8%1.3%

How has the Fox Racing and Smith comparison changed over the last 12 months?

3 findings
  • Fox Racing was ahead of Smith in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Fox Racing’s share of searches among MTB helmet brands in New Zealand moved from 30.1% to 30.4%, and its estimated monthly branded searches moved from 980 to 1.1K.
  • Across the 12 months ending September 2026, Smith’s share of searches among MTB helmet brands in New Zealand moved from 2.1% to 1.3%, and its estimated monthly branded searches moved from 70 to 50.

How did search popularity change for New Zealand MTB helmet brands in September 2026?

2 changes

  1. In September 2026, Fox Racing rose from 2nd to 1st among MTB helmet brands in New Zealand.

  2. Estimated monthly branded searches for Smith in New Zealand fell 28.6% over 12 measured months, from 70 to 50 in September 2026.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Fox Racing’s and Smith’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.

Fox Racing

2 branded search terms

  • fox helmet
  • fox mtb helmet

Smith

1 branded search term

  • smith mtb helmet

How the Brand Demand Index is measured

Other head-to-heads among MTB helmet brands

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