JD Sports vs schuh:Which is more popular?
In September 2026, JD Sports had more branded searches than schuh among shoe retailers in the United Kingdom. JD Sports had about 1.5 million branded searches, while schuh had 550,000. JD Sports made up 23.2% of all shoe retailer searches we track, and schuh accounted for 8.5%. When we asked ChatGPT and Google AI Overviews about shoe retailers, schuh appeared in all four answers and JD Sports in three. JD Sports and schuh were each mentioned first in two of the four answers.
Who do people search for more?
JD Sports, about 3 searches for every 1 for schuh
Who does AI mention more?
schuh, mentioned in every answer we collected
Who does AI recommend more?
Each is named first in 2 of 4 answers.
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Top shoe retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, schuh appeared in all four answers. JD Sports was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. JD Sports and schuh were each listed first in two of the four answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- schuh1st
- JD Sports2nd
Office3rd
Sports Direct4th
Clarks5th
Foot Locker6th
Kurt Geiger–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- 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?”
Asked ChatGPT
“What are the best shoe shops in the UK?”
Asked ChatGPT
“Which UK shoe shop has the best range of trainers?”
Searched Google, AI Overview
“shoe shops”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“shoes”
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.
Is JD Sports or schuh more popular in search?
This chart shows how often people search Google for JD Sports and schuh 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 by month for JD Sports, schuh. The figures are in the table below the chart.
View monthly share of searches table
| 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% |
How has the JD Sports and schuh comparison changed over the last 12 months?
3 findings
- JD Sports was ahead of schuh in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, JD Sports’ share of searches among shoe retailers in the United Kingdom moved from 25.9% to 23.2%, and its estimated monthly branded searches moved from 1.8M to 1.5M.
- Across the 12 months ending September 2026, schuh’s share of searches among shoe retailers in the United Kingdom moved from 9.5% to 8.5%, and its estimated monthly branded searches moved from 673K to 550K.
How did search popularity change for United Kingdom shoe retailers in September 2026?
2 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, JD Sports lost share of searches among shoe retailers in the United Kingdom, from 26.3% to 23.2%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using JD Sports’ and schuh’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
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