---
title: "Shoe retailers in the United Kingdom: Which are searched most?"
description: "Compare the shops people in the UK buy shoes and trainers from. Share of Search among Sports Direct, JD Sports, schuh, Clarks, Foot Locker, Office and Kurt Geiger, the shoe retailers Brandwave compares in the United Kingdom, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/uk/categories/uk-shoe-retailers"
publisher: "Brandwave"
---

# Shoe retailers in the United Kingdom: Which are searched most?

Compare the shops people in the UK buy shoes and trainers from. Share of Search among Sports Direct, JD Sports, schuh, Clarks, Foot Locker, Office and Kurt Geiger, the shoe retailers Brandwave compares in the United Kingdom, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Shoe retailers
- **Market**: United Kingdom
- **Brands compared**: 7
- **Month measured**: Sep 2026
- **Highest Share of Search**: Sports Direct, 51.8%

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

- 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%.
- 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.

## 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.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| schuh | 1st | 3 of 3 | 1 of 1 | 4 of 4 |
| JD Sports | 2nd | 3 of 3 | 0 of 1 | 3 of 4 |
| Office | 3rd | 2 of 3 | 1 of 1 | 3 of 4 |
| Sports Direct | 4th | 2 of 3 | 0 of 1 | 2 of 4 |
| Clarks | 5th | 2 of 3 | 0 of 1 | 2 of 4 |
| Foot Locker | 6th | 2 of 3 | 0 of 1 | 2 of 4 |
| Kurt Geiger | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 |

## Every AI answer about shoe retailers

- Asked ChatGPT "Where should I buy shoes and trainers in the UK?": 1. JD Sports, 2. Sports Direct, 3. schuh, 4. Office, 5. Clarks, 6. Foot Locker
- Asked ChatGPT "What are the best shoe shops in the UK?": 1. schuh, 2. Clarks, 3. Office, 4. JD Sports
- Asked ChatGPT "Which UK shoe shop has the best range of trainers?": 1. JD Sports, 2. schuh, 3. Sports Direct, 4. Foot Locker
- Searched Google, AI Overview "shoes": 1. schuh, 2. Office

Not named in any answer: Kurt Geiger.

Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 22, 2026.

## Compare search popularity between leading brands

- [Sports Direct vs JD Sports: compare search popularity](/demand/uk/compare/jd-sports-vs-sports-direct): 51.8% against 23.2% Share of Search.
- [Sports Direct vs schuh: compare search popularity](/demand/uk/compare/schuh-vs-sports-direct): 51.8% against 8.5% Share of Search.
- [Sports Direct vs Clarks: compare search popularity](/demand/uk/compare/clarks-vs-sports-direct): 51.8% against 7% Share of Search.
- [Sports Direct vs Foot Locker: compare search popularity](/demand/uk/compare/foot-locker-vs-sports-direct): 51.8% against 4.7% Share of Search.
- [JD Sports vs schuh: compare search popularity](/demand/uk/compare/jd-sports-vs-schuh): 23.2% against 8.5% Share of Search.
- [JD Sports vs Clarks: compare search popularity](/demand/uk/compare/clarks-vs-jd-sports): 23.2% against 7% Share of Search.
- [JD Sports vs Foot Locker: compare search popularity](/demand/uk/compare/foot-locker-vs-jd-sports): 23.2% against 4.7% Share of Search.
- [schuh vs Clarks: compare search popularity](/demand/uk/compare/clarks-vs-schuh): 8.5% against 7% Share of Search.
- [schuh vs Foot Locker: compare search popularity](/demand/uk/compare/foot-locker-vs-schuh): 8.5% against 4.7% Share of Search.
- [Clarks vs Foot Locker: compare search popularity](/demand/uk/compare/clarks-vs-foot-locker): 7% against 4.7% Share of Search.

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

- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Sports Direct | 51.8% | 3.4M | -18.1% | Sports Direct |
| 2 | JD Sports | 23.2% | 1.5M | -33.0% | JD SPORTS FASHION NZ PTY LIMITED |
| 3 | schuh | 8.5% | 550K | -18.3% | schuh |
| 4 | Clarks | 7% | 450K | -45.3% | Clarks |
| 5 | Foot Locker | 4.7% | 301K | -18.2% | Foot Locker |
| 6 | Office | 3.1% | 201K | 0.0% | Office |
| 7 | Kurt Geiger | 1.7% | 110K | -18.5% | Kurt Geiger |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Sports Direct | 3.4M | 47.4% | 1 |
| Oct 2025 | JD Sports | 1.8M | 25.9% | 2 |
| Oct 2025 | schuh | 673K | 9.5% | 3 |
| Oct 2025 | Clarks | 450K | 6.4% | 4 |
| Oct 2025 | Foot Locker | 450K | 6.4% | 5 |
| Oct 2025 | Office | 201K | 2.8% | 6 |
| Oct 2025 | Kurt Geiger | 110K | 1.6% | 7 |
| Nov 2025 | Sports Direct | 4.1M | 43.7% | 1 |
| Nov 2025 | JD Sports | 2.7M | 29.3% | 2 |
| Nov 2025 | schuh | 1M | 10.7% | 3 |
| Nov 2025 | Foot Locker | 673K | 7.2% | 4 |
| Nov 2025 | Clarks | 450K | 4.8% | 5 |
| Nov 2025 | Office | 246K | 2.6% | 6 |
| Nov 2025 | Kurt Geiger | 165K | 1.8% | 7 |
| Dec 2025 | Sports Direct | 4.1M | 41.5% | 1 |
| Dec 2025 | JD Sports | 3.4M | 34% | 2 |
| Dec 2025 | schuh | 1M | 10.2% | 3 |
| Dec 2025 | Foot Locker | 550K | 5.6% | 4 |
| Dec 2025 | Clarks | 450K | 4.6% | 5 |
| Dec 2025 | Office | 246K | 2.5% | 6 |
| Dec 2025 | Kurt Geiger | 165K | 1.7% | 7 |
| Jan 2026 | Sports Direct | 3.4M | 50.2% | 1 |
| Jan 2026 | JD Sports | 1.5M | 22.5% | 2 |
| Jan 2026 | schuh | 673K | 10.1% | 3 |
| Jan 2026 | Clarks | 450K | 6.7% | 4 |
| Jan 2026 | Foot Locker | 368K | 5.5% | 5 |
| Jan 2026 | Kurt Geiger | 165K | 2.5% | 6 |
| Jan 2026 | Office | 165K | 2.5% | 7 |
| Feb 2026 | Sports Direct | 2.7M | 51.2% | 1 |
| Feb 2026 | JD Sports | 1.2M | 22.8% | 2 |
| Feb 2026 | schuh | 450K | 8.4% | 3 |
| Feb 2026 | Clarks | 368K | 6.9% | 4 |
| Feb 2026 | Foot Locker | 301K | 5.6% | 5 |
| Feb 2026 | Office | 165K | 3.1% | 6 |
| Feb 2026 | Kurt Geiger | 110K | 2.1% | 7 |
| Mar 2026 | Sports Direct | 3.4M | 49.9% | 1 |
| Mar 2026 | JD Sports | 1.8M | 27.3% | 2 |
| Mar 2026 | schuh | 550K | 8.2% | 3 |
| Mar 2026 | Clarks | 368K | 5.5% | 4 |
| Mar 2026 | Foot Locker | 301K | 4.5% | 5 |
| Mar 2026 | Office | 201K | 3% | 6 |
| Mar 2026 | Kurt Geiger | 110K | 1.6% | 7 |
| Apr 2026 | Sports Direct | 3.4M | 48.8% | 1 |
| Apr 2026 | JD Sports | 1.8M | 26.7% | 2 |
| Apr 2026 | schuh | 550K | 8% | 3 |
| Apr 2026 | Clarks | 450K | 6.6% | 4 |
| Apr 2026 | Foot Locker | 368K | 5.4% | 5 |
| Apr 2026 | Office | 201K | 2.9% | 6 |
| Apr 2026 | Kurt Geiger | 110K | 1.6% | 7 |
| May 2026 | Sports Direct | 4.1M | 53.6% | 1 |
| May 2026 | JD Sports | 1.8M | 24% | 2 |
| May 2026 | schuh | 550K | 7.2% | 3 |
| May 2026 | Clarks | 450K | 5.9% | 4 |
| May 2026 | Foot Locker | 368K | 4.8% | 5 |
| May 2026 | Office | 201K | 2.6% | 6 |
| May 2026 | Kurt Geiger | 135K | 1.8% | 7 |
| Jun 2026 | Sports Direct | 3.4M | 45.9% | 1 |
| Jun 2026 | JD Sports | 2.2M | 30.7% | 2 |
| Jun 2026 | schuh | 550K | 7.5% | 3 |
| Jun 2026 | Clarks | 450K | 6.2% | 4 |
| Jun 2026 | Foot Locker | 368K | 5% | 5 |
| Jun 2026 | Office | 201K | 2.8% | 6 |
| Jun 2026 | Kurt Geiger | 135K | 1.9% | 7 |
| Jul 2026 | Sports Direct | 3.4M | 48% | 1 |
| Jul 2026 | JD Sports | 1.8M | 26.2% | 2 |
| Jul 2026 | Clarks | 550K | 7.9% | 3 |
| Jul 2026 | schuh | 550K | 7.9% | 4 |
| Jul 2026 | Foot Locker | 368K | 5.3% | 5 |
| Jul 2026 | Office | 201K | 2.9% | 6 |
| Jul 2026 | Kurt Geiger | 135K | 1.9% | 7 |
| Aug 2026 | Sports Direct | 4.1M | 47.9% | 1 |
| Aug 2026 | JD Sports | 2.2M | 26.3% | 2 |
| Aug 2026 | Clarks | 823K | 9.6% | 3 |
| Aug 2026 | schuh | 673K | 7.9% | 4 |
| Aug 2026 | Foot Locker | 368K | 4.3% | 5 |
| Aug 2026 | Office | 201K | 2.4% | 6 |
| Aug 2026 | Kurt Geiger | 135K | 1.6% | 7 |
| Sep 2026 | Sports Direct | 3.4M | 51.8% | 1 |
| Sep 2026 | JD Sports | 1.5M | 23.2% | 2 |
| Sep 2026 | schuh | 550K | 8.5% | 3 |
| Sep 2026 | Clarks | 450K | 7% | 4 |
| Sep 2026 | Foot Locker | 301K | 4.7% | 5 |
| Sep 2026 | Office | 201K | 3.1% | 6 |
| Sep 2026 | Kurt Geiger | 110K | 1.7% | 7 |

## What is being compared

- **Clarks**: Measured on the search term “clarks”.
- **Foot Locker**: Measured on the search term “foot locker”.
- **JD Sports**: Measured on the search term “jd sports”.
- **Kurt Geiger**: Measured on the search term “kurt geiger”.
- **Office**: Measured on the search term “office shoes”.
- **schuh**: Measured on the search term “schuh”.
- **Sports Direct**: Measured on the search term “sports direct”.

- [Clarks](/demand/uk/brands/clarks)
- [Foot Locker](/demand/uk/brands/foot-locker)
- [JD Sports](/demand/uk/brands/jd-sports)
- [Kurt Geiger](/demand/uk/brands/kurt-geiger)
- [Office](/demand/uk/brands/office-shoes)
- [schuh](/demand/uk/brands/schuh)
- [Sports Direct](/demand/uk/brands/sports-direct)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

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

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.

## Cite this page

Brandwave. "Shoe retailers in the United Kingdom: Which are searched most?". https://gobrandwave.com/demand/uk/categories/uk-shoe-retailers

This page is also available as HTML at https://gobrandwave.com/demand/uk/categories/uk-shoe-retailers. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.