Brandwave

Icebreaker vs Tommy John:Which is more popular?

In September 2026, Icebreaker had more branded searches than Tommy John among underwear brands in New Zealand. Icebreaker had about 130 branded searches, while Tommy John had 90. Icebreaker made up 2.5% of all underwear brand searches we track, and Tommy John accounted for 1.7%. When we asked ChatGPT and Google AI Overviews about underwear brands, Icebreaker appeared in two of the five answers and Tommy John in none.

Among underwear brands in New Zealand in September 2026

Who do people search for more?

Icebreaker, about 44% more searches than Tommy John

Icebreaker 130 searchesTommy John 90 searches

Who does AI mention more?

Icebreaker, mentioned in 2 of 5 answers, Tommy John in 0

Icebreaker in 2 of 5Tommy John in 0 of 5

Who does AI recommend more?

Icebreaker, the only one of the two named

Icebreaker first in 2Tommy John never named

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Top underwear brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Icebreaker was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Tommy John did not appear in any of the five answers.

Most recommended by AI

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

  1. Boody1st
  2. Jockey2nd
  3. Bonds3rd
  4. Icebreaker4th
  5. Step One5th
  6. Tommy John–
  7. SAXX–

Mentioned by AI

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

  • Boody5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Bonds2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Jockey2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Icebreaker2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Step One1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tommy John0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • SAXX0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about underwear brands

5 answers

  • Asked ChatGPT

    “Which underwear brand should I buy in New Zealand?”

    1. 1Boody
    2. 2Jockey
    3. 3Bonds
    4. 4Icebreaker

  • Asked ChatGPT

    “What are the best underwear brands in New Zealand?”

    1. 1Boody
    2. 2Icebreaker

  • Asked ChatGPT

    “What's the best underwear brand in New Zealand for everyday comfort?”

    1. 1Boody
    2. 2Bonds
    3. 3Step One

  • Searched Google, AI Overview

    “mens underwear nz”

    1. 1Boody

  • Searched Google, AI Overview

    “boxer briefs nz”

    1. 1Boody
    2. 2Jockey

Not named in any answer:

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

Is Icebreaker or Tommy John more popular in search?

This chart shows how often people search Google for Icebreaker and Tommy John by name. Each line represents a brand's share of searches for all seven underwear brands we track, month by month, from searches in New Zealand.

Icebreaker and Tommy John among underwear brands in New Zealand, by month

Share of searches by month for Icebreaker, Tommy John. The figures are in the table below the chart.

View monthly share of searches table
MonthBoodyStep OneBondsJockeyIcebreakerTommy JohnSAXX
Oct 202570.7%8.1%10.6%3.3%2%3.1%2.2%
Nov 202579.9%9.8%5.1%1.6%1.3%1.1%1.2%
Dec 202570.5%8.7%10.1%3.8%2.9%1.8%2.2%
Jan 202667.9%12.8%10%2.6%2.3%2.1%2.3%
Feb 202668.9%9.7%10.2%3.6%2.6%2.4%2.6%
Mar 202675.7%7.2%7.6%2.8%2.1%2.1%2.6%
Apr 202672.6%7.5%9.5%3.2%2.6%2.6%2%
May 202673%9.3%7.3%3%2%2.8%2.7%
Jun 202681.2%6.8%5.9%2.1%1.5%1.2%1.4%
Jul 202669.1%11.5%9.2%3.6%2.1%1.7%2.7%
Aug 202667%10.4%9.1%3.2%1.9%5.6%2.8%
Sep 202669.2%11.5%10.4%3.1%2.5%1.7%1.5%

How has the Icebreaker and Tommy John comparison changed over the last 12 months?

3 findings
  • The lead changed hands 5 times in the 12 months ending September 2026: Icebreaker took it in November 2025, Tommy John took it in May 2026, Icebreaker took it in June 2026, Tommy John took it in August 2026, Icebreaker took it in September 2026.
  • Across the 12 months ending September 2026, Icebreaker’s share of searches among underwear brands in New Zealand moved from 2% to 2.5%, and its estimated monthly branded searches moved from 100 to 130.
  • Across the 12 months ending September 2026, Tommy John’s share of searches among underwear brands in New Zealand moved from 3.1% to 1.7%, and its estimated monthly branded searches moved from 160 to 90.

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

2 changes

  1. In September 2026, Icebreaker overtook Tommy John and SAXX to rank 5th among underwear brands in New Zealand, with 2.5% of the searches.

  2. In September 2026, Tommy John lost share of searches among underwear brands in New Zealand, from 5.6% to 1.7%.

How are branded searches counted?

5 search terms

Brandwave collects information about searches that people make online using Icebreaker’s and Tommy John’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.

Icebreaker

2 branded search terms

  • icebreaker boxers
  • icebreaker underwear

Tommy John

3 branded search terms

  • tommy john
  • tommy john boxers
  • tommy john briefs

How the Brand Demand Index is measured

Other head-to-heads among underwear brands

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