--- title: "Decathlon: search popularity in the United Kingdom" description: "Decathlon is a sports retailer selling equipment and clothing for dozens of sports, mostly under its own brands. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/uk/brands/decathlon-uk" publisher: "Brandwave" --- # Decathlon: search popularity in the United Kingdom Decathlon is a sports retailer selling equipment and clothing for dozens of sports, mostly under its own brands. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: Decathlon - **Owned by**: Decathlon - **Market**: United Kingdom - **Measured month**: Sep 2026 - **Share of Search among sports retailers**: 13.2% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Sports retailers | 3 | 13.2% | 823K | | Outdoor retailers | 1 | 37.8% | 823K | - [Sports retailers in the UK](/demand/uk/categories/uk-sports-retailers) - [Outdoor retailers in the UK](/demand/uk/categories/uk-outdoor-retailers) ## Top sports retailers in ChatGPT and Google AI Overviews In three ChatGPT questions and one Google AI Overview, Decathlon appeared in all four answers. Decathlon is the second most recommended of the six. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Sports Direct | 1st | 3 of 3 | 1 of 1 | 4 of 4 | | Decathlon | 2nd | 3 of 3 | 1 of 1 | 4 of 4 | | JD Sports | 3rd | 2 of 3 | 0 of 1 | 2 of 4 | | Foot Locker | 4th | 2 of 3 | 0 of 1 | 2 of 4 | | SportsShoes.com | 5th | 2 of 3 | 0 of 1 | 2 of 4 | | Pro:Direct | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | ## Every AI answer about sports retailers - Asked ChatGPT "Where should I buy trainers and sportswear in the UK?": 1. JD Sports, 2. Sports Direct, 3. Decathlon, 4. Foot Locker, 5. SportsShoes.com - Asked ChatGPT "What are the best sports shops in the UK?": 1. Decathlon, 2. Sports Direct, 3. JD Sports, 4. Foot Locker - Asked ChatGPT "Which sports shop in the UK has the best prices on running gear?": 1. Sports Direct, 2. Decathlon, 3. SportsShoes.com - Searched Google, AI Overview "sportswear": 1. Sports Direct, 2. Decathlon Not named in any answer: Pro:Direct. Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 22, 2026. ## How has branded search demand for Decathlon changed in the United Kingdom over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for Decathlon in the United Kingdom held steady at 823K. - Across the 12 months ending September 2026, Decathlon’s share of searches among sports retailers in the United Kingdom increased from 12.2% to 13.2%. - Across the 12 months ending September 2026, Decathlon’s share of searches among sports retailers in the United Kingdom peaked at 17.4% in July 2026 and was lowest at 9.1% in December 2025. - Across the 12 months ending September 2026, Decathlon’s share of searches among outdoor retailers in the United Kingdom increased from 31.1% to 37.8%. - Across the 12 months ending September 2026, Decathlon’s share of searches among outdoor retailers in the United Kingdom peaked at 42.3% in April 2026 and was lowest at 26.3% in December 2025. ## How did search popularity change for United Kingdom sports retailers in September 2026? - In September 2026, Sports Direct gained share of searches among sports retailers in the United Kingdom, from 50.1% to 53.8%. - In September 2026, Pro:Direct gained share of searches among sports retailers in the United Kingdom, from 1.7% to 2.2%. - In September 2026, JD Sports lost share of searches among sports retailers in the United Kingdom, from 27.4% to 24.1%. - In September 2026, Decathlon lost share of searches among sports retailers in the United Kingdom, from 14.9% to 13.2%. - SportsShoes.com’s share of searches among sports retailers in the United Kingdom has gained ground for 3 months in a row, from 1.2% to 1.9% in September 2026. - Estimated monthly branded searches for Foot Locker in the United Kingdom fell 33.1% over 12 measured months, from 450K to 301K in September 2026. ## How did search popularity change for United Kingdom outdoor retailers in September 2026? - In September 2026, Mountain Warehouse gained share of searches among outdoor retailers in the United Kingdom, from 21% to 25.2%. - In September 2026, Cotswold Outdoor gained share of searches among outdoor retailers in the United Kingdom, from 5.2% to 6.2%. - In September 2026, GO Outdoors lost share of searches among outdoor retailers in the United Kingdom, from 31.2% to 25.2%. - Ellis Brigham’s share of searches among outdoor retailers in the United Kingdom has gained ground for 3 months in a row, from 0.86% to 1.5% in September 2026. - Estimated monthly branded searches for Trespass in the United Kingdom rose 50% over 12 measured months, from 5.4K to 8.1K in September 2026. - Estimated monthly branded searches for Snow+Rock in the United Kingdom fell 45.2% over 12 measured months, from 40.5K to 22.2K in September 2026. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Sports retailers | 823K | 12.2% | 3 | | Nov 2025 | Sports retailers | 1M | 11.3% | 3 | | Dec 2025 | Sports retailers | 823K | 9.1% | 3 | | Jan 2026 | Sports retailers | 1M | 15.4% | 3 | | Feb 2026 | Sports retailers | 823K | 15.6% | 3 | | Mar 2026 | Sports retailers | 823K | 12.6% | 3 | | Apr 2026 | Sports retailers | 1M | 14.8% | 3 | | May 2026 | Sports retailers | 1M | 13.3% | 3 | | Jun 2026 | Sports retailers | 1M | 13.9% | 3 | | Jul 2026 | Sports retailers | 1.2M | 17.4% | 3 | | Aug 2026 | Sports retailers | 1.2M | 14.9% | 3 | | Sep 2026 | Sports retailers | 823K | 13.2% | 3 | | Oct 2025 | Outdoor retailers | 823K | 31.1% | 1 | | Nov 2025 | Outdoor retailers | 1M | 31% | 1 | | Dec 2025 | Outdoor retailers | 823K | 26.3% | 2 | | Jan 2026 | Outdoor retailers | 1M | 30.5% | 1 | | Feb 2026 | Outdoor retailers | 823K | 32.3% | 1 | | Mar 2026 | Outdoor retailers | 823K | 36.8% | 1 | | Apr 2026 | Outdoor retailers | 1M | 42.3% | 1 | | May 2026 | Outdoor retailers | 1M | 38.1% | 1 | | Jun 2026 | Outdoor retailers | 1M | 38.8% | 1 | | Jul 2026 | Outdoor retailers | 1.2M | 41% | 1 | | Aug 2026 | Outdoor retailers | 1.2M | 38.1% | 1 | | Sep 2026 | Outdoor retailers | 823K | 37.8% | 1 | ## How are Decathlon’s branded searches counted? Brandwave collects information about searches that people make online using Decathlon’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading. - “decathlon” ## Which sports retailers compete with Decathlon? - [Sports Direct](/demand/uk/brands/sports-direct): Head-to-head: /demand/uk/compare/decathlon-uk-vs-sports-direct - [JD Sports](/demand/uk/brands/jd-sports): Head-to-head: /demand/uk/compare/decathlon-uk-vs-jd-sports - [Foot Locker](/demand/uk/brands/foot-locker): Head-to-head: /demand/uk/compare/decathlon-uk-vs-foot-locker - [Pro:Direct](/demand/uk/brands/pro-direct): Head-to-head: /demand/uk/compare/decathlon-uk-vs-pro-direct - [SportsShoes.com](/demand/uk/brands/sportsshoes): Head-to-head: /demand/uk/compare/decathlon-uk-vs-sportsshoes ## Who owns Decathlon? Decathlon is owned by Decathlon. Brandwave does not track any other brands owned by Decathlon. - [Decathlon](/demand/uk/companies/decathlon-group): Owns 2 tracked brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Who owns Decathlon? Decathlon is owned by Decathlon. Brandwave does not track any other brands owned by Decathlon. ## Cite this page Brandwave. "Decathlon: search popularity in the United Kingdom". https://gobrandwave.com/demand/uk/brands/decathlon-uk This page is also available as HTML at https://gobrandwave.com/demand/uk/brands/decathlon-uk. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.