Brandwave

Mitre vs Select:Which is more popular?

In September 2026, Select had more branded searches than Mitre among football brands in New Zealand. Select had about 70 branded searches, while Mitre had 50. Select made up 0.04% of all football brand searches we track, and Mitre accounted for 0.03%. When we asked ChatGPT and Google AI Overviews about football brands, Mitre appeared in all five answers and Select in two. Mitre was mentioned before Select in four out of five answers.

Among football brands in New Zealand in September 2026

Who do people search for more?

Select, about 40% more searches than Mitre

Select 70 searchesMitre 50 searches

Who does AI mention more?

Mitre, mentioned in every answer we collected

Mitre in 5 of 5Select in 2 of 5

Who does AI recommend more?

Mitre, named ahead of Select in 4 of 5 answers

Mitre first in 4Select first in 1

Follow Mitre vs Select and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

Top football brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Mitre appeared in all five answers. Select was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Mitre was listed before Select in four out of five answers.

Most recommended by AI

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

  1. Adidas1st
  2. Nike2nd
  3. Mitre3rd
  4. Puma4th
  5. Select5th

Mentioned by AI

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

  • Nike5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Adidas5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Mitre5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Puma3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Select2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about football brands

5 answers

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.

Is Mitre or Select more popular in search?

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

Mitre and Select among football brands in New Zealand, by month

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

View monthly share of searches table
MonthNikeAdidasPumaSelectMitre
Oct 202547.1%38.4%14.3%0.04%0.03%
Nov 202548.5%38.9%12.6%0.02%0.03%
Dec 202550.4%34.1%15.5%0.02%0.02%
Jan 202651.8%34.2%14%0.03%0.03%
Feb 202648.8%37.6%13.5%0.02%0.02%
Mar 202646.3%39.4%14.2%0.02%0.02%
Apr 202645.7%39.4%14.9%0.04%0.03%
May 202644.4%41.8%13.8%0.03%0.03%
Jun 202641.9%38.1%20%0.03%0.03%
Jul 202642.4%39.2%18.3%0.04%0.04%
Aug 202645.1%38.5%16.3%0.03%0.05%
Sep 202643.2%39.8%17%0.04%0.03%

How has the Mitre and Select comparison changed over the last 12 months?

3 findings
  • The lead changed hands 4 times in the 12 months ending September 2026: Mitre took it in November 2025, Select took it in March 2026, Mitre took it in August 2026, Select took it in September 2026.
  • Across the 12 months ending September 2026, Mitre’s share of searches among football brands in New Zealand held steady at 0.03%, and its estimated monthly branded searches held steady at 50.
  • Across the 12 months ending September 2026, Select’s share of searches among football brands in New Zealand held steady at 0.04%, and its estimated monthly branded searches held steady at 70.

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

2 changes

  1. In September 2026, Select rose from 5th to 4th among football brands in New Zealand.

  2. In September 2026, Mitre fell from 4th to 5th among football brands in New Zealand.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Mitre’s and Select’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.

Mitre

1 branded search term

  • mitre football

Select

1 branded search term

  • select football

How the Brand Demand Index is measured

Other head-to-heads among football brands

Creator with pink hair and a pink jacket

Put your own brand in this comparison

Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.

Start free