Brandwave

How popular isHOKA?

In September 2026, people searched for HOKA by name about 14,800 times in the United Kingdom, an 18.2% decrease from the previous year. These searches made up 9.7% of all United Kingdom running shoe brand searches, placing HOKA fourth out of 12 brands. When we asked both ChatGPT and Google AI Overviews about running shoe brands, HOKA appeared in four of the five answers and was the second most recommended of the 12.

Search and AI answers in September 2026

HOKA is the fourth most searched of 12 competitors and the second most recommended in AI answers.

  1. NikeShare of searches 17.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  2. AdidasShare of searches 14.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  3. ASICSShare of searches 9.7%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  4. HOKAShare of searches 9.7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  5. OnShare of searches 9.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 10th

+7 more

HOKA website (opens in a new tab)

Follow HOKA 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 running shoe brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, HOKA was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. HOKA is the second most recommended of the 12.

Most recommended by AI

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

  1. ASICS1st
  2. HOKA2nd
  3. Brooks3rd
  4. New Balance4th
  5. Nike5th
  6. Adidas5th
  7. Puma7th
  8. Saucony8th
  9. Altra9th
  10. On10th
  11. +2 more

Mentioned by AI

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

  • ASICS5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • HOKA4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Nike3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Adidas3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Brooks3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Puma3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • New Balance2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • On1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Altra1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Saucony1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+2 more

See every answer about running shoe brands

5 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 26, 2026.

Which running shoe brands compete with HOKA?

HOKA against running shoe brands in the United Kingdom, by month

Share of searches by month for Nike, Adidas, ASICS, HOKA, On, Brooks, New Balance, Altra, Saucony, Inov-8, Puma. The figures are in the table below the chart.

View monthly share of searches table
MonthNikeAdidasASICSHOKAOnBrooksNew BalanceAltraSauconyInov-8PumaMizuno
Oct 202518.6%12.4%8.3%12.4%10.1%8.3%8.3%4.5%4.5%8.3%3%1.3%
Nov 202520.9%11.4%9.3%11.4%11.4%7.6%7.6%3.4%4.2%9.3%2.3%1.2%
Dec 202520.9%11.4%9.3%11.4%11.4%7.6%9.3%3.4%4.2%7.6%2.3%1.2%
Jan 202621%14.1%9.4%9.4%7.7%7.7%9.4%3.4%6.3%7.7%2.8%1.2%
Feb 202617.8%14.6%9.7%9.7%7.9%9.7%9.7%4.3%6.5%6.5%2.4%1.2%
Mar 202618.8%15.4%8.4%10.3%8.4%8.4%8.4%3.8%8.4%5.6%2.5%1.4%
Apr 202620.1%16.5%9%9%7.4%7.4%9%4.9%7.4%4.9%3.3%1.2%
May 202618.9%15.5%8.4%10.3%8.4%8.4%8.4%4.6%6.9%5.6%3.1%1.4%
Jun 202619%15.5%8.5%10.3%8.5%8.5%6.9%4.6%6.9%6.9%3.1%1.3%
Jul 202619.3%15.8%8.6%10.5%8.6%8.6%7.1%4.7%7.1%5.8%2.6%1.4%
Aug 202618.3%15%8.2%10%10%8.2%8.2%4.5%6.7%6.7%3%1.3%
Sep 202617.8%14.6%9.7%9.7%9.7%8%8%6.5%6.5%5.3%2.9%1.2%

  1. 1.Nike

    17.8%

    Held 1st. 27.1K estimated branded searches, 0% vs prior month. Share -0.5 points.

  2. 2.Adidas

    14.6%

    Held 2nd. 22.2K estimated branded searches, 0% vs prior month. Share -0.4 points.

  3. 3.ASICS

    9.7%

    Moved from 5th to 3rd. 14.8K estimated branded searches, +22.3% vs prior month. Share +1.5 points.

  4. 4.HOKA

    9.7%

    Moved from 3rd to 4th. 14.8K estimated branded searches, 0% vs prior month. Share -0.3 points.

  5. 5.On

    9.7%

    Moved from 4th to 5th. 14.8K estimated branded searches, 0% vs prior month. Share -0.3 points.

  6. 6.Brooks

    8%

    Held 6th. 12.1K estimated branded searches, 0% vs prior month. Share -0.2 points.

  7. 7.New Balance

    8%

    Held 7th. 12.1K estimated branded searches, 0% vs prior month. Share -0.2 points.

  8. 8.Altra

    6.5%

    Moved from 10th to 8th. 9.9K estimated branded searches, +50% vs prior month. Share +2 points.

  9. 9.Saucony

    6.5%

    Held 9th. 9.9K estimated branded searches, 0% vs prior month. Share -0.2 points.

  10. 10.Inov-8

    5.3%

    Moved from 8th to 10th. 8.1K estimated branded searches, -18.2% vs prior month. Share -1.4 points.

  11. 11.Puma

    2.9%

    Held 11th. 4.4K estimated branded searches, 0% vs prior month. Share -0.1 points.

  12. 12.Mizuno

    1.2%

    Held 12th. 1.9K estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between HOKA and its closest rivals

Every comparison with HOKA

11 comparisons

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

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for HOKA in the United Kingdom fell from 18.1K to 14.8K.
  • Across the 12 months ending September 2026, HOKA’s share of searches among running shoe brands in the United Kingdom decreased from 12.4% to 9.7%.
  • Across the 12 months ending September 2026, HOKA’s share of searches among running shoe brands in the United Kingdom peaked at 12.4% in October 2025 and was lowest at 9% in April 2026.
  • Across the 12 months ending September 2026, HOKA fell from 3rd to 4th among running shoe brands in the United Kingdom.

How did search popularity change for United Kingdom running shoe brands in September 2026?

6 changes

  1. In September 2026, Altra overtook Inov-8 and Saucony to rank 8th among running shoe brands in the United Kingdom, with 6.5% of the searches.

  2. In September 2026, ASICS overtook HOKA and On to rank 3rd among running shoe brands in the United Kingdom, with 9.7% of the searches.

  3. In September 2026, Inov-8 lost share of searches among running shoe brands in the United Kingdom, from 6.7% to 5.3%.

  4. In September 2026, Nike lost share of searches among running shoe brands in the United Kingdom, from 18.3% to 17.8%.

  5. Estimated monthly branded searches for Saucony in the United Kingdom rose 50% over 12 measured months, from 6.6K to 9.9K in September 2026.

  6. Estimated monthly branded searches for Adidas in the United Kingdom rose 22.7% over 12 measured months, from 18.1K to 22.2K in September 2026.

How are HOKA’s branded searches counted?

1 search term

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

  • hoka running shoes

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

How the Brand Demand Index is measured

Creator with pink hair and a pink jacket

Is HOKA 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