Brandwave

How popular isNike?

In September 2026, people searched for Nike by name about 27,100 times in the United Kingdom, about the same as the previous year. These searches made up 17.8% of all United Kingdom running shoe brand searches, placing Nike first out of 12 brands. When we asked both ChatGPT and Google AI Overviews about running shoe brands, Nike appeared in three of the five answers and was the joint fifth most recommended of the 12.

Search and AI answers in September 2026

Nike is the most searched of 12 competitors and the joint fifth 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

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Top running shoe brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Nike was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Nike is the joint fifth 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 Nike?

Nike 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 Nike and its closest rivals

Every comparison with Nike

11 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Nike in the United Kingdom held steady at 27.1K.
  • Across the 12 months ending September 2026, Nike’s share of searches among running shoe brands in the United Kingdom decreased from 18.6% to 17.8%.
  • Across the 12 months ending September 2026, Nike’s share of searches among running shoe brands in the United Kingdom peaked at 21% in January 2026 and was lowest at 17.8% in February 2026.

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 Nike’s branded searches counted?

1 search term

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

  • nike running shoes

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How the Brand Demand Index is measured

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