Brandwave

How popular isDecathlon?

In September 2026, people searched for Decathlon by name about 823,000 times in the United Kingdom, about the same as the previous year. These searches made up 37.8% of all United Kingdom outdoor retailer searches, placing Decathlon first out of nine retailers. When we asked both ChatGPT and Google AI Overviews about outdoor retailers, Decathlon appeared in two of the three answers and was the fourth most recommended of the nine.

Search and AI answers in September 2026

Decathlon is the most searched of 9 competitors and the fourth most recommended in AI answers.

  1. DecathlonShare of searches 37.8%Mentioned in 2 of 3 AI answersPlace in AI recommendations 4th
  2. GO OutdoorsShare of searches 25.2%Mentioned in 3 of 3 AI answersPlace in AI recommendations 2nd
  3. Mountain WarehouseShare of searches 25.2%Mentioned in 2 of 3 AI answersPlace in AI recommendations 5th
  4. Cotswold OutdoorShare of searches 6.2%Mentioned in 3 of 3 AI answersPlace in AI recommendations 1st
  5. MilletsShare of searches 2.3%Mentioned in 0 of 3 AI answersPlace in AI recommendations –

+4 more

Decathlon website (opens in a new tab)

Follow Decathlon 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

Top outdoor retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions, Decathlon was mentioned in two out of three: in two of the three ChatGPT answers. Decathlon is the fourth most recommended of the nine.

Most recommended by AI

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

  1. Cotswold Outdoor1st
  2. GO Outdoors2nd
  3. Ellis Brigham3rd
  4. Decathlon4th
  5. Mountain Warehouse5th
  6. Trespass6th
  7. Millets–
  8. Snow+Rock–
  9. Blacks–

Mentioned by AI

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

  • GO Outdoors3 of 3Named in 3 of 3 ChatGPT answers
  • Cotswold Outdoor3 of 3Named in 3 of 3 ChatGPT answers
  • Decathlon2 of 3Named in 2 of 3 ChatGPT answers
  • Mountain Warehouse2 of 3Named in 2 of 3 ChatGPT answers
  • Ellis Brigham2 of 3Named in 2 of 3 ChatGPT answers
  • Trespass1 of 3Named in 1 of 3 ChatGPT answers
  • Millets0 of 3Named in 0 of 3 ChatGPT answers
  • Snow+Rock0 of 3Named in 0 of 3 ChatGPT answers
  • Blacks0 of 3Named in 0 of 3 ChatGPT answers

See every answer about outdoor retailers

3 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 22, 2026.

Which outdoor retailers compete with Decathlon?

Decathlon against outdoor retailers in the United Kingdom, by month

Share of searches by month for Decathlon, GO Outdoors, Mountain Warehouse, Cotswold Outdoor, Millets. The figures are in the table below the chart.

View monthly share of searches table
MonthDecathlonGO OutdoorsMountain WarehouseCotswold OutdoorMilletsEllis BrighamSnow+RockBlacksTrespass
Oct 202531.1%31.1%25.4%6.2%2.8%1.3%1.5%0.31%0.2%
Nov 202531%31%25.5%6.2%2.3%1.5%1.9%0.31%0.2%
Dec 202526.3%31.9%26.3%7.9%2.9%1.9%2.4%0.32%0.17%
Jan 202630.5%30.5%25.1%6.1%2.8%1.8%2.8%0.37%0.16%
Feb 202632.3%32.3%21.6%6.5%2.4%1.9%2.4%0.39%0.17%
Mar 202636.8%30.1%20.1%6%2.7%1.8%1.8%0.36%0.2%
Apr 202642.3%28.5%19%5.7%2.1%1.1%0.77%0.34%0.19%
May 202638.1%31.4%21%5.1%2.3%1%0.56%0.31%0.21%
Jun 202638.8%31.9%21.3%4.3%1.9%0.86%0.47%0.21%0.21%
Jul 202641%33.6%18.5%3.7%1.7%0.91%0.41%0.18%0.15%
Aug 202638.1%31.2%21%5.2%2.3%1%0.69%0.31%0.21%
Sep 202637.8%25.2%25.2%6.2%2.3%1.5%1%0.37%0.37%

  1. 1.Decathlon

    37.8%

    Held 1st. 823K estimated branded searches, -32.5% vs prior month. Share -0.3 points.

  2. 2.GO Outdoors

    25.2%

    Held 2nd. 550K estimated branded searches, -45% vs prior month. Share -6 points.

  3. 3.Mountain Warehouse

    25.2%

    Held 3rd. 550K estimated branded searches, -18.3% vs prior month. Share +4.2 points.

  4. 4.Cotswold Outdoor

    6.2%

    Held 4th. 135K estimated branded searches, -18.2% vs prior month. Share +1 points.

  5. 5.Millets

    2.3%

    Held 5th. 49.5K estimated branded searches, -33.1% vs prior month. Share 0 points.

  6. 6.Ellis Brigham

    1.5%

    Held 6th. 33.1K estimated branded searches, 0% vs prior month. Share +0.5 points.

  7. 7.Snow+Rock

    1%

    Held 7th. 22.2K estimated branded searches, 0% vs prior month. Share +0.3 points.

  8. 8.Blacks

    0.37%

    Held 8th. 8.1K estimated branded searches, -18.2% vs prior month. Share +0.1 points.

  9. 9.Trespass

    0.37%

    Held 9th. 8.1K estimated branded searches, +22.7% vs prior month. Share +0.2 points.

Compare popularity between Decathlon and its closest rivals

Every comparison with Decathlon

13 comparisons

How has branded search demand for Decathlon changed in the United Kingdom over the last 12 months?

3 findings
  • 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 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 outdoor retailers in September 2026?

6 changes

  1. In September 2026, Mountain Warehouse gained share of searches among outdoor retailers in the United Kingdom, from 21% to 25.2%.

  2. In September 2026, Cotswold Outdoor gained share of searches among outdoor retailers in the United Kingdom, from 5.2% to 6.2%.

  3. In September 2026, GO Outdoors lost share of searches among outdoor retailers in the United Kingdom, from 31.2% to 25.2%.

  4. 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.

  5. 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.

  6. 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.

How are Decathlon’s branded searches counted?

1 search term

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

How the Brand Demand Index is measured

Who owns Decathlon?

Decathlon is owned by Decathlon. Brandwave does not track any other brands owned by Decathlon.

Do you work for Decathlon? To request corrections or removal please contact us via our support page and we will be happy to assist.

Where does Decathlon compete?

Decathlon is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Sports retailers3rd of 613.2%Show ranking
Outdoor retailers1st of 937.8%Shown above
Creator with pink hair and a pink jacket

Is Decathlon your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

Start free