Lange vs Thule:Which is more popular?
In September 2026, Thule had more branded searches than Lange among boot bag brands in New Zealand. Thule had about 1,690 branded searches, while Lange had 110. Thule made up 77.5% of all boot bag brand searches we track, and Lange accounted for 5%. When we asked ChatGPT and Google AI Overviews about boot bag brands, Lange appeared in three of the five answers and Thule in two. Thule was mentioned before Lange in two out of three answers.
Who do people search for more?
Thule, about 15 searches for every 1 for Lange
Who does AI mention more?
Lange, mentioned in 3 of 5 answers, Thule in 2
Who does AI recommend more?
Thule, named ahead of Lange in 2 of 3 answers
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Top boot bag brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Lange was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Thule was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Thule was listed before Lange in two out of three answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Dakine5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Lange3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Thule2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Atomic2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Ogio0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about boot bag brands
5 answers
Asked ChatGPT
“Which boot bag brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best boot bag brands in New Zealand?”
Asked ChatGPT
“What's the best boot bag brand in New Zealand for ski boots?”
Searched Google, AI Overview
“boot bag nz”
Searched Google, AI Overview
“ski boot bag”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.
Is Lange or Thule more popular in search?
This chart shows how often people search Google for Lange and Thule by name. Each line represents a brand's share of searches for all five boot bag brands we track, month by month, from searches in New Zealand.
Share of searches by month for Thule, Lange. The figures are in the table below the chart.
View monthly share of searches table
| Month | Thule | Dakine | Ogio | Lange | Atomic |
|---|---|---|---|---|---|
| Oct 2025 | 81.7% | 8.2% | 7.8% | 1.9% | 0.39% |
| Nov 2025 | 83.1% | 7.1% | 8.1% | 1.4% | 0.34% |
| Dec 2025 | 83.3% | 8% | 6.8% | 1.5% | 0.38% |
| Jan 2026 | 80.9% | 8.6% | 8.6% | 1.7% | 0.33% |
| Feb 2026 | 74.3% | 9.5% | 11.7% | 4.1% | 0.45% |
| Mar 2026 | 77.6% | 9.1% | 9.9% | 3% | 0.43% |
| Apr 2026 | 79.6% | 7.5% | 9.3% | 3.1% | 0.44% |
| May 2026 | 78.9% | 8.4% | 8% | 4.4% | 0.4% |
| Jun 2026 | 77.4% | 9.7% | 8.3% | 4.1% | 0.46% |
| Jul 2026 | 72.8% | 11.2% | 7.8% | 7.3% | 0.86% |
| Aug 2026 | 74.7% | 9.8% | 6.8% | 7.9% | 0.75% |
| Sep 2026 | 77.5% | 9.6% | 6.4% | 5% | 1.4% |
How has the Lange and Thule comparison changed over the last 12 months?
3 findings
- Thule was ahead of Lange in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Lange’s share of searches among boot bag brands in New Zealand moved from 1.9% to 5%, and its estimated monthly branded searches moved from 50 to 110.
- Across the 12 months ending September 2026, Thule’s share of searches among boot bag brands in New Zealand moved from 81.7% to 77.5%, and its estimated monthly branded searches moved from 2.1K to 1.7K.
How did search popularity change for New Zealand boot bag brands in September 2026?
2 changes
In September 2026, Thule gained share of searches among boot bag brands in New Zealand, from 74.7% to 77.5%.
In September 2026, Lange lost share of searches among boot bag brands in New Zealand, from 7.9% to 5%.
How are branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using Lange’s and Thule’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.
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