Shoe retailers in the United Kingdom:Which are most popular?

Name: Shoe retailers in the United Kingdom: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, Sports Direct was the most searched shoe retailer in the United Kingdom, accounting for 51.8% of all searches among the seven retailers we track. When we checked with ChatGPT and Google AI Overviews, schuh showed up in every answer. schuh was recommended most often, coming first in two out of four responses.

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Top shoe retailers in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and one Google AI Overview, schuh appeared every time. schuh was recommended most often, coming first in two out of four answers. JD Sports was second, and Office was third. Kurt Geiger, which ranked seventh in searches, was not mentioned at all.

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.

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
schuh	Named in 3 of 3 ChatGPT answers	Named in 1 of 1 Google AI Overviews	4 of 4
JD Sports	Named in 3 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	3 of 4
Office	Named in 2 of 3 ChatGPT answers	Named in 1 of 1 Google AI Overviews	3 of 4
Sports Direct	Named in 2 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	2 of 4
Clarks	Named in 2 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	2 of 4
Foot Locker	Named in 2 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	2 of 4
Kurt Geiger	Named in 0 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	0 of 4

schuh4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
JD Sports3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Office3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Sports Direct2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Clarks2 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
Kurt Geiger0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about shoe retailers

4 answers

Asked ChatGPT
“Where should I buy shoes and trainers in the UK?”
1. 1JD Sports
2. 2Sports Direct
3. 3schuh
4. 4Office
5. 5Clarks
6. 6Foot Locker
Asked ChatGPT
“What are the best shoe shops in the UK?”
1. 1schuh
2. 2Clarks
3. 3Office
4. 4JD Sports
Asked ChatGPT
“Which UK shoe shop has the best range of trainers?”
1. 1JD Sports
2. 2schuh
3. 3Sports Direct
4. 4Foot Locker
Searched Google, AI Overview
“shoe shops”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“shoes”
1. 1schuh
2. 2Office

Not named in any answer:

Kurt Geiger

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

Which shoe retailers do people search for most?

This chart shows how often people search Google for each shoe retailer by name. Each line represents a brand's share of searches for all seven shoe retailers we track, month by month, from searches in United Kingdom.

Share of searches among shoe retailers in the United Kingdom, by month

Month	Sports Direct	JD Sports	schuh	Clarks	Foot Locker	Office	Kurt Geiger
Oct 2025	47.4%	25.9%	9.5%	6.4%	6.4%	2.8%	1.6%
Nov 2025	43.7%	29.3%	10.7%	4.8%	7.2%	2.6%	1.8%
Dec 2025	41.5%	34%	10.2%	4.6%	5.6%	2.5%	1.7%
Jan 2026	50.2%	22.5%	10.1%	6.7%	5.5%	2.5%	2.5%
Feb 2026	51.2%	22.8%	8.4%	6.9%	5.6%	3.1%	2.1%
Mar 2026	49.9%	27.3%	8.2%	5.5%	4.5%	3%	1.6%
Apr 2026	48.8%	26.7%	8%	6.6%	5.4%	2.9%	1.6%
May 2026	53.6%	24%	7.2%	5.9%	4.8%	2.6%	1.8%
Jun 2026	45.9%	30.7%	7.5%	6.2%	5%	2.8%	1.9%
Jul 2026	48%	26.2%	7.9%	7.9%	5.3%	2.9%	1.9%
Aug 2026	47.9%	26.3%	7.9%	9.6%	4.3%	2.4%	1.6%
Sep 2026	51.8%	23.2%	8.5%	7%	4.7%	3.1%	1.7%

Rank	Brand	Share of searches	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Sports Direct	51.8%	3.4M	-18.1%	+3.9 points
2, held 2nd	JD Sports	23.2%	1.5M	-33%	-3 points
3, moved from 4th to 3rd	schuh	8.5%	550K	-18.3%	+0.6 pointsmoved from 4th to 3rd
4, moved from 3rd to 4th	Clarks	7%	450K	-45.3%	-2.7 pointsmoved from 3rd to 4th
5, held 5th	Foot Locker	4.7%	301K	-18.2%	+0.3 points
6, held 6th	Office	3.1%	201K	0%	+0.8 points
7, held 7th	Kurt Geiger	1.7%	110K	-18.5%	+0.1 points

1.Sports Direct
51.8%
Held 1st. 3.4M estimated branded searches, -18.1% vs prior month. Share +3.9 points.
2.JD Sports
23.2%
Held 2nd. 1.5M estimated branded searches, -33% vs prior month. Share -3 points.
3.schuh
8.5%
Moved from 4th to 3rd. 550K estimated branded searches, -18.3% vs prior month. Share +0.6 points.
4.Clarks
7%
Moved from 3rd to 4th. 450K estimated branded searches, -45.3% vs prior month. Share -2.7 points.
5.Foot Locker
4.7%
Held 5th. 301K estimated branded searches, -18.2% vs prior month. Share +0.3 points.
6.Office
3.1%
Held 6th. 201K estimated branded searches, 0% vs prior month. Share +0.8 points.
7.Kurt Geiger
1.7%
Held 7th. 110K estimated branded searches, -18.5% vs prior month. Share +0.1 points.

Which brand is most popular in search among shoe retailers in the United Kingdom?

7 brands

In September 2026, Sports Direct was the most searched among shoe retailers in the United Kingdom, with an estimated 3.4M branded searches, 51.8% of all searches for the seven we track. JD Sports is in 2nd place, 28.6 percentage points behind at 23.2%.

United Kingdom shoe retailers, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
Sports Direct	47.4% → 51.8%	53.6%May 2026	41.5%Dec 2025	1st
JD Sports	25.9% → 23.2%	34%Dec 2025	22.5%Jan 2026	2nd
schuh	9.5% → 8.5%	10.7%Nov 2025	7.2%May 2026	3rd
Clarks	6.4% → 7%	9.6%Aug 2026	4.6%Dec 2025	4th
Foot Locker	6.4% → 4.7%	7.2%Nov 2025	4.3%Aug 2026	5th
Office	2.8% → 3.1%	3.1%Sep 2026	2.4%Aug 2026	6th
Kurt Geiger	1.6% → 1.7%	2.5%Jan 2026	1.6%Oct 2025	7th

Each finding as a sentence

Across the 12 months ending September 2026, Sports Direct’s share of searches among shoe retailers in the United Kingdom increased from 47.4% to 51.8%.
Across the 12 months ending September 2026, JD Sports’ share of searches among shoe retailers in the United Kingdom decreased from 25.9% to 23.2%.
Across the 12 months ending September 2026, schuh’s share of searches among shoe retailers in the United Kingdom decreased from 9.5% to 8.5%.
Across the 12 months ending September 2026, Clarks’ share of searches among shoe retailers in the United Kingdom increased from 6.4% to 7%.
Across the 12 months ending September 2026, Foot Locker’s share of searches among shoe retailers in the United Kingdom decreased from 6.4% to 4.7%.
Across the 12 months ending September 2026, Sports Direct’s share of searches among shoe retailers in the United Kingdom peaked at 53.6% in May 2026 and was lowest at 41.5% in December 2025.
Across the 12 months ending September 2026, JD Sports’ share of searches among shoe retailers in the United Kingdom peaked at 34% in December 2025 and was lowest at 22.5% in January 2026.
Across the 12 months ending September 2026, schuh’s share of searches among shoe retailers in the United Kingdom peaked at 10.7% in November 2025 and was lowest at 7.2% in May 2026.
Across the 12 months ending September 2026, Clarks’ share of searches among shoe retailers in the United Kingdom peaked at 9.6% in August 2026 and was lowest at 4.6% in December 2025.
Across the 12 months ending September 2026, Foot Locker’s share of searches among shoe retailers in the United Kingdom peaked at 7.2% in November 2025 and was lowest at 4.3% in August 2026.
Across the 12 months ending September 2026, Office and Kurt Geiger held steady: their share of searches among shoe retailers in the United Kingdom each moved less than 0.5 percentage points.

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

6 changes

In September 2026, schuh overtook Clarks to rank 3rd among shoe retailers in the United Kingdom, with 8.5% of the searches.
In September 2026, Sports Direct gained share of searches among shoe retailers in the United Kingdom, from 47.9% to 51.8%.
In September 2026, Office gained share of searches among shoe retailers in the United Kingdom, from 2.4% to 3.1%.
In September 2026, JD Sports lost share of searches among shoe retailers in the United Kingdom, from 26.3% to 23.2%.
In September 2026, Clarks lost share of searches among shoe retailers in the United Kingdom, from 9.6% to 7%.
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 branded searches counted for shoe retailers?

7 search terms

Each brand's share of searches among shoe retailers comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.