Brandwave

How popular isPro:Direct?

In September 2026, people searched for Pro:Direct by name about 135,000 times in the United Kingdom, an 18.2% decrease from the previous year. These searches made up 2.2% of all United Kingdom sports retailer searches, placing Pro:Direct fifth out of six retailers. When we asked both ChatGPT and Google AI Overviews about sports retailers, Pro:Direct did not appear in any of the answers.

Search and AI answers in September 2026

Pro:Direct is the fifth most searched of 6 competitors and not listed in any AI answer.

  1. Sports DirectShare of searches 53.8%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  2. JD SportsShare of searches 24.1%Mentioned in 2 of 4 AI answersPlace in AI recommendations 3rd
  3. DecathlonShare of searches 13.2%Mentioned in 4 of 4 AI answersPlace in AI recommendations 2nd
  4. Foot LockerShare of searches 4.8%Mentioned in 2 of 4 AI answersPlace in AI recommendations 4th
  5. 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, Pro:Direct did not appear in any of the four answers.

Most recommended by AI

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

  1. Sports Direct1st
  2. Decathlon2nd
  3. JD Sports3rd
  4. Foot Locker4th
  5. SportsShoes.com5th
  6. Pro:Direct–

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

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 Pro:Direct?

Pro:Direct against sports retailers in the United Kingdom, by month

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
MonthSports DirectJD SportsDecathlonFoot LockerPro:DirectSportsShoes.com
Oct 202549.7%27.2%12.2%6.7%2.4%1.8%
Nov 202546.3%31%11.3%7.6%1.9%2%
Dec 202545.1%36.9%9.1%6.1%1.5%1.3%
Jan 202651.6%23.1%15.4%5.7%2.1%2.2%
Feb 202651.8%23.1%15.6%5.7%2.1%1.9%
Mar 202651.1%27.9%12.6%4.6%2.1%1.8%
Apr 202649.4%27%14.8%5.4%1.6%1.7%
May 202654.4%24.3%13.3%4.9%1.5%1.6%
Jun 202646.7%31.2%13.9%5.1%1.9%1.2%
Jul 202647.8%26.1%17.4%5.3%1.9%1.4%
Aug 202650.1%27.4%14.9%4.5%1.7%1.4%
Sep 202653.8%24.1%13.2%4.8%2.2%1.9%

  1. 1.Sports Direct

    53.8%

    Held 1st. 3.4M estimated branded searches, -18.1% vs prior month. Share +3.7 points.

  2. 2.JD Sports

    24.1%

    Held 2nd. 1.5M estimated branded searches, -33% vs prior month. Share -3.3 points.

  3. 3.Decathlon

    13.2%

    Held 3rd. 823K estimated branded searches, -32.5% vs prior month. Share -1.7 points.

  4. 4.Foot Locker

    4.8%

    Held 4th. 301K estimated branded searches, -18.2% vs prior month. Share +0.3 points.

  5. 5.Pro:Direct

    2.2%

    Held 5th. 135K estimated branded searches, 0% vs prior month. Share +0.5 points.

  6. 6.SportsShoes.com

    1.9%

    Held 6th. 118K estimated branded searches, 0% vs prior month. Share +0.5 points.

Compare popularity between Pro:Direct and its closest rivals

Every comparison with Pro:Direct

5 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Pro:Direct in the United Kingdom fell from 165K to 135K.
  • Across the 12 months ending September 2026, Pro:Direct’s share of searches among sports retailers in the United Kingdom held steady, from 2.4% to 2.2%.

How did search popularity change for United Kingdom sports retailers in September 2026?

6 changes

  1. In September 2026, Sports Direct gained share of searches among sports retailers in the United Kingdom, from 50.1% to 53.8%.

  2. In September 2026, Pro:Direct gained share of searches among sports retailers in the United Kingdom, from 1.7% to 2.2%.

  3. In September 2026, JD Sports lost share of searches among sports retailers in the United Kingdom, from 27.4% to 24.1%.

  4. In September 2026, Decathlon lost share of searches among sports retailers in the United Kingdom, from 14.9% to 13.2%.

  5. 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.

  6. 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 Pro:Direct’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Pro:Direct’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.

  • pro direct

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How the Brand Demand Index is measured

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