Brandwave

Merrell vs Steel Blue:Which is more popular?

In September 2026, Merrell had more branded searches than Steel Blue among boot brands in New Zealand. Merrell had about 6,620 branded searches, while Steel Blue had 590. Merrell made up 6.4% of all boot brand searches we track, and Steel Blue accounted for 0.57%. When we asked ChatGPT and Google AI Overviews about boot brands, Steel Blue appeared in two of the five answers and Merrell in one. Steel Blue was mentioned before Merrell in two out of three answers that named either.

Among boot brands in New Zealand in September 2026

Who do people search for more?

Merrell, about 11 searches for every 1 for Steel Blue

Merrell 6.6K searchesSteel Blue 590 searches

Who does AI mention more?

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

Steel Blue in 2 of 5Merrell in 1 of 5

Who does AI recommend more?

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

Steel Blue first in 2Merrell 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. Merrell 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 Merrell 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. John Bull2nd
  3. Steel Blue3rd
  4. Timberland4th
  5. Redback4th
  6. R.M.Williams6th
  7. Dr. Martens7th
  8. Merrell8th
  9. UGG–
  10. SCARPA–

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
  • Steel Blue2 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
  • Merrell1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • UGG0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • SCARPA0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

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 Merrell or Steel Blue more popular in search?

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

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

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

View monthly share of searches table
MonthUGGDr. MartensTimberlandR.M.WilliamsBlundstoneMerrellJohn BullSteel BlueRedbackSCARPA
Oct 202532.6%23.5%13.1%15%7.4%5.4%1.9%0.59%0.37%0.14%
Nov 202536.5%20.8%11.8%16.9%6%5.8%1.2%0.46%0.29%0.11%
Dec 202541.1%19.6%11.5%16.1%5.5%4.6%0.95%0.29%0.26%0.08%
Jan 202635.9%23.6%11.8%11.9%8.1%6%1.5%0.55%0.41%0.13%
Feb 202635%22.5%11.3%13.6%8.7%6.1%1.7%0.52%0.48%0.12%
Mar 202638%22.4%11.2%11.6%8.5%5.7%1.4%0.52%0.4%0.18%
Apr 202641.9%19.3%11.3%11.5%8%5.7%1.2%0.44%0.5%0.16%
May 202646%18.2%10.5%11%7.4%4.7%1.1%0.4%0.45%0.14%
Jun 202642%20.4%10.5%12.2%8.3%4.4%1.2%0.45%0.48%0.13%
Jul 202642.5%17.1%11.7%12.1%9%5.5%1.2%0.36%0.39%0.16%
Aug 202640.2%17.5%13.2%12.5%9.1%5.2%1.3%0.46%0.44%0.13%
Sep 202633.5%21%13.5%12.7%10.2%6.4%1.5%0.57%0.53%0.16%

How has the Merrell and Steel Blue comparison changed over the last 12 months?

3 findings
  • Merrell was ahead of Steel Blue in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Merrell’s share of searches among boot brands in New Zealand moved from 5.4% to 6.4%, and its estimated monthly branded searches moved from 5.4K to 6.6K.
  • Across the 12 months ending September 2026, Steel Blue’s share of searches among boot brands in New Zealand moved from 0.59% to 0.57%, and its estimated monthly branded searches held steady at 590.

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

1 change

  1. In September 2026, Merrell gained share of searches among boot brands in New Zealand, from 5.2% to 6.4%.

How are branded searches counted?

10 search terms

Brandwave collects information about searches that people make online using Merrell’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.

Merrell

9 branded search terms

  • merrell
  • merrell boots
  • merrell hiking boots
  • merrell hiking shoes
  • merrell hydro moc
  • merrell moab
  • merrell outlet
  • merrell sandals
  • merrell shoes

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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