Brandwave

Lake vs Specialized:Which is more popular?

In September 2026, Specialized had more branded searches than Lake among bike shoes brands in New Zealand. Specialized had about 1,300 branded searches, while Lake had 40. Specialized made up 76% of all bike shoes brand searches we track, and Lake accounted for 2.3%. When we asked ChatGPT and Google AI Overviews about bike shoes brands, Specialized appeared in all four answers and Lake in two. Specialized was mentioned before Lake in every answer.

Among bike shoes brands in New Zealand in September 2026

Who do people search for more?

Specialized, about 33 searches for every 1 for Lake

Specialized 1.3K searchesLake 40 searches

Who does AI mention more?

Specialized, mentioned in every answer we collected

Specialized in 4 of 4Lake in 2 of 4

Who does AI recommend more?

Specialized, named ahead of Lake in every answer

Specialized first in 4Lake never first

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Top bike shoes brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Specialized appeared in all four answers. Lake was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Specialized was listed before Lake in every answer.

Most recommended by AI

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

  1. Shimano1st
  2. Specialized2nd
  3. Giro3rd
  4. Fizik4th
  5. Lake5th
  6. Sidi6th

Mentioned by AI

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

  • Specialized4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Shimano4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Giro3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Sidi2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Fizik2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Lake2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about bike shoes brands

4 answers

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.

Is Lake or Specialized more popular in search?

This chart shows how often people search Google for Lake and Specialized by name. Each line represents a brand's share of searches for all six bike shoes brands we track, month by month, from searches in New Zealand.

Lake and Specialized among bike shoes brands in New Zealand, by month

Share of searches by month for Specialized, Lake. The figures are in the table below the chart.

View monthly share of searches table
MonthSpecializedShimanoSidiFizikGiroLake
Oct 202576.9%6.5%7.1%3%2.4%4.1%
Nov 202577.4%8.3%5.4%3%3%3%
Dec 202573.9%8%6.3%5.1%2.8%4%
Jan 202677.3%8.2%5.3%3.4%2.4%3.4%
Feb 202677.4%8.3%6.5%3%2.4%2.4%
Mar 202683.3%4.8%5.7%1.8%2.2%2.2%
Apr 202685.2%4.9%3.1%2.2%2.2%2.2%
May 202681.2%5.6%5.1%3.6%2.5%2%
Jun 202673.5%6.6%8.8%3.7%3.7%3.7%
Jul 202673.3%5.8%9.2%4.2%3.3%4.2%
Aug 202671.4%6.4%10%3.6%3.6%5%
Sep 202676%8.2%7.6%2.9%2.9%2.3%

How has the Lake and Specialized comparison changed over the last 12 months?

3 findings
  • Specialized was ahead of Lake in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Lake’s share of searches among bike shoes brands in New Zealand moved from 4.1% to 2.3%, and its estimated monthly branded searches moved from 70 to 40.
  • Across the 12 months ending September 2026, Specialized’s share of searches among bike shoes brands in New Zealand moved from 76.9% to 76%, and its estimated monthly branded searches held steady at 1.3K.

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

2 changes

  1. In September 2026, Specialized gained share of searches among bike shoes brands in New Zealand, from 71.4% to 76%.

  2. In September 2026, Lake lost share of searches among bike shoes brands in New Zealand, from 5% to 2.3%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Lake’s and Specialized’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.

Lake

1 branded search term

  • lake cycling shoes

Specialized

1 branded search term

  • specialized bike

How the Brand Demand Index is measured

Other head-to-heads among bike shoes brands

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