Brandwave

Nike vs Select:Which is more popular?

In September 2026, Nike had more branded searches than Select among football brands in New Zealand. Nike had about 72,700 branded searches, while Select had 70. Nike made up 43.2% of all football brand searches we track, and Select accounted for 0.04%. When we asked ChatGPT and Google AI Overviews about football brands, Nike appeared in all five answers and Select in two. Nike was mentioned before Select in every answer.

Among football brands in New Zealand in September 2026

Who do people search for more?

Nike, about 1039 searches for every 1 for Select

Nike 72.7K searchesSelect 70 searches

Who does AI mention more?

Nike, mentioned in every answer we collected

Nike in 5 of 5Select in 2 of 5

Who does AI recommend more?

Nike, named ahead of Select in every answer

Nike first in 5Select never first

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Top football brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Nike 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. Nike was listed before Select in every answer.

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 Nike or Select more popular in search?

This chart shows how often people search Google for Nike 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.

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

Share of searches by month for Nike, Select. 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 Nike and Select comparison changed over the last 12 months?

3 findings
  • Nike was ahead of Select in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Nike’s share of searches among football brands in New Zealand moved from 47.1% to 43.2%, and its estimated monthly branded searches moved from 74.1K to 72.7K.
  • 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, Nike lost share of searches among football brands in New Zealand, from 45.1% to 43.2%.

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

How are branded searches counted?

14 search terms

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

Nike

13 branded search terms

  • nike
  • nike air max
  • nike airforce
  • nike backpacks
  • nike dunks
  • nike hoodie
  • nike metcons
  • nike pegasus
  • nike pro
  • nike shorts
  • nike shox
  • nike socks
  • nike tn

Select

1 branded search term

  • select football

How the Brand Demand Index is measured

Other head-to-heads among football brands

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