How popular isFoot Locker?
In September 2026, people searched for Foot Locker by name about 301,000 times in the United Kingdom, a 33.1% decrease from the previous year. These searches made up 4.8% of all United Kingdom sports retailer searches, placing Foot Locker fourth out of six retailers. When we asked both ChatGPT and Google AI Overviews about sports retailers, Foot Locker appeared in two of the four answers and was the fourth most recommended of the six.
Foot Locker is the fourth most searched of 6 competitors and the fourth most recommended in AI answers.
Sports DirectShare of searches 53.8%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
JD SportsShare of searches 24.1%Mentioned in 2 of 4 AI answersPlace in AI recommendations 3rd
DecathlonShare of searches 13.2%Mentioned in 4 of 4 AI answersPlace in AI recommendations 2nd
Foot LockerShare of searches 4.8%Mentioned in 2 of 4 AI answersPlace in AI recommendations 4th
Pro:DirectShare of searches 2.2%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
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Top sports retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Foot Locker was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Foot Locker is the fourth most recommended of the six.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Sports Direct4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Decathlon4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- JD Sports2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Foot Locker2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
SportsShoes.com2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers- Pro:Direct0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about sports retailers
4 answers
Asked ChatGPT
“Where should I buy trainers and sportswear in the UK?”
Asked ChatGPT
“What are the best sports shops in the UK?”
Asked ChatGPT
“Which sports shop in the UK has the best prices on running gear?”
Searched Google, AI Overview
“sports shops”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“sportswear”
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 sports retailers compete with Foot Locker?
Share of searches by month for Sports Direct, JD Sports, Decathlon, Foot Locker, Pro:Direct. The figures are in the table below the chart.
View monthly share of searches table
| Month | Sports Direct | JD Sports | Decathlon | Foot Locker | Pro:Direct | SportsShoes.com |
|---|---|---|---|---|---|---|
| Oct 2025 | 49.7% | 27.2% | 12.2% | 6.7% | 2.4% | 1.8% |
| Nov 2025 | 46.3% | 31% | 11.3% | 7.6% | 1.9% | 2% |
| Dec 2025 | 45.1% | 36.9% | 9.1% | 6.1% | 1.5% | 1.3% |
| Jan 2026 | 51.6% | 23.1% | 15.4% | 5.7% | 2.1% | 2.2% |
| Feb 2026 | 51.8% | 23.1% | 15.6% | 5.7% | 2.1% | 1.9% |
| Mar 2026 | 51.1% | 27.9% | 12.6% | 4.6% | 2.1% | 1.8% |
| Apr 2026 | 49.4% | 27% | 14.8% | 5.4% | 1.6% | 1.7% |
| May 2026 | 54.4% | 24.3% | 13.3% | 4.9% | 1.5% | 1.6% |
| Jun 2026 | 46.7% | 31.2% | 13.9% | 5.1% | 1.9% | 1.2% |
| Jul 2026 | 47.8% | 26.1% | 17.4% | 5.3% | 1.9% | 1.4% |
| Aug 2026 | 50.1% | 27.4% | 14.9% | 4.5% | 1.7% | 1.4% |
| Sep 2026 | 53.8% | 24.1% | 13.2% | 4.8% | 2.2% | 1.9% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 53.8% | 3.4M | -18.1% | +3.7 points | |
| 2, held 2nd | 24.1% | 1.5M | -33% | -3.3 points | |
| 3, held 3rd | 13.2% | 823K | -32.5% | -1.7 points | |
| 4, held 4th | 4.8% | 301K | -18.2% | +0.3 points | |
| 5, held 5th | 2.2% | 135K | 0% | +0.5 points | |
| 6, held 6th | 1.9% | 118K | 0% | +0.5 points |
53.8%
Held 1st. 3.4M estimated branded searches, -18.1% vs prior month. Share +3.7 points.
24.1%
Held 2nd. 1.5M estimated branded searches, -33% vs prior month. Share -3.3 points.
13.2%
Held 3rd. 823K estimated branded searches, -32.5% vs prior month. Share -1.7 points.
4.8%
Held 4th. 301K estimated branded searches, -18.2% vs prior month. Share +0.3 points.
2.2%
Held 5th. 135K estimated branded searches, 0% vs prior month. Share +0.5 points.
1.9%
Held 6th. 118K estimated branded searches, 0% vs prior month. Share +0.5 points.
Compare popularity between Foot Locker and its closest rivals
Every comparison with Foot Locker
9 comparisons
How has branded search demand for Foot Locker changed in the United Kingdom over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Foot Locker in the United Kingdom fell from 450K to 301K.
- Across the 12 months ending September 2026, Foot Locker’s share of searches among sports retailers in the United Kingdom decreased from 6.7% to 4.8%.
- Across the 12 months ending September 2026, Foot Locker’s share of searches among sports retailers in the United Kingdom peaked at 7.6% in November 2025 and was lowest at 4.5% in August 2026.
How did search popularity change for United Kingdom sports retailers in September 2026?
6 changes
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 are Foot Locker’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Foot Locker’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.
- foot locker
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Where does Foot Locker compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Shoe retailers | 5th of 7 | 4.7% | Show ranking |
| Sports retailers | 4th of 6 | 4.8% | Shown above |
Is Foot Locker 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.