---
title: "Sports retailers in the United Kingdom: Which are searched most?"
description: "Compare the shops people in the UK buy sportswear, trainers and sports kit from. Share of Search among Sports Direct, JD Sports, Decathlon, Foot Locker, Pro:Direct and SportsShoes.com, the sports 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-sports-retailers"
publisher: "Brandwave"
---

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

Compare the shops people in the UK buy sportswear, trainers and sports kit from. Share of Search among Sports Direct, JD Sports, Decathlon, Foot Locker, Pro:Direct and SportsShoes.com, the sports 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**: Sports retailers
- **Market**: United Kingdom
- **Brands compared**: 6
- **Month measured**: Sep 2026
- **Highest Share of Search**: Sports Direct, 53.8%

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

- In September 2026, Sports Direct was the most searched among sports retailers in the United Kingdom, with an estimated 3.4M branded searches, 53.8% of all searches for the six we track.
- JD Sports is in 2nd place, 29.7 percentage points behind at 24.1%.
- Across the 12 months ending September 2026, Sports Direct’s share of searches among sports retailers in the United Kingdom increased from 49.7% to 53.8%.
- Across the 12 months ending September 2026, JD Sports’ share of searches among sports retailers in the United Kingdom decreased from 27.2% to 24.1%.
- Across the 12 months ending September 2026, Decathlon’s share of searches among sports retailers in the United Kingdom increased from 12.2% to 13.2%.
- Across the 12 months ending September 2026, Foot Locker’s share of searches among sports retailers in the United Kingdom decreased from 6.7% to 4.8%.
- Across the 12 months ending September 2026, Sports Direct’s share of searches among sports retailers in the United Kingdom peaked at 54.4% in May 2026 and was lowest at 45.1% in December 2025.
- Across the 12 months ending September 2026, JD Sports’ share of searches among sports retailers in the United Kingdom peaked at 36.9% in December 2025 and was lowest at 23.1% in February 2026.
- Across the 12 months ending September 2026, Decathlon’s share of searches among sports retailers in the United Kingdom peaked at 17.4% in July 2026 and was lowest at 9.1% in December 2025.
- Across the 12 months ending September 2026, Foot Locker’s share of searches among sports retailers in the United Kingdom peaked at 7.6% in November 2025 and was lowest at 4.5% in August 2026.
- Across the 12 months ending September 2026, SportsShoes.com’s share of searches among sports retailers in the United Kingdom peaked at 2.2% in January 2026 and was lowest at 1.2% in June 2026.
- Across the 12 months ending September 2026, Pro:Direct and SportsShoes.com held steady: their share of searches among sports retailers in the United Kingdom each moved less than 0.5 percentage points.

## Top sports retailers in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and one Google AI Overview, Sports Direct and Decathlon appeared every time. Sports Direct was recommended most often, coming first in two out of four answers. Decathlon was second, and JD Sports was third. Pro:Direct, which ranked fifth 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 |
| --- | --- | --- | --- | --- |
| Sports Direct | 1st | 3 of 3 | 1 of 1 | 4 of 4 |
| Decathlon | 2nd | 3 of 3 | 1 of 1 | 4 of 4 |
| JD Sports | 3rd | 2 of 3 | 0 of 1 | 2 of 4 |
| Foot Locker | 4th | 2 of 3 | 0 of 1 | 2 of 4 |
| SportsShoes.com | 5th | 2 of 3 | 0 of 1 | 2 of 4 |
| Pro:Direct | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 |

## Every AI answer about sports retailers

- Asked ChatGPT "Where should I buy trainers and sportswear in the UK?": 1. JD Sports, 2. Sports Direct, 3. Decathlon, 4. Foot Locker, 5. SportsShoes.com
- Asked ChatGPT "What are the best sports shops in the UK?": 1. Decathlon, 2. Sports Direct, 3. JD Sports, 4. Foot Locker
- Asked ChatGPT "Which sports shop in the UK has the best prices on running gear?": 1. Sports Direct, 2. Decathlon, 3. SportsShoes.com
- Searched Google, AI Overview "sportswear": 1. Sports Direct, 2. Decathlon

Not named in any answer: Pro:Direct.

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): 53.8% against 24.1% Share of Search.
- [Sports Direct vs Decathlon: compare search popularity](/demand/uk/compare/decathlon-uk-vs-sports-direct): 53.8% against 13.2% Share of Search.
- [Sports Direct vs Foot Locker: compare search popularity](/demand/uk/compare/foot-locker-vs-sports-direct): 53.8% against 4.8% Share of Search.
- [Sports Direct vs Pro:Direct: compare search popularity](/demand/uk/compare/pro-direct-vs-sports-direct): 53.8% against 2.2% Share of Search.
- [JD Sports vs Decathlon: compare search popularity](/demand/uk/compare/decathlon-uk-vs-jd-sports): 24.1% against 13.2% Share of Search.
- [JD Sports vs Foot Locker: compare search popularity](/demand/uk/compare/foot-locker-vs-jd-sports): 24.1% against 4.8% Share of Search.
- [JD Sports vs Pro:Direct: compare search popularity](/demand/uk/compare/jd-sports-vs-pro-direct): 24.1% against 2.2% Share of Search.
- [Decathlon vs Foot Locker: compare search popularity](/demand/uk/compare/decathlon-uk-vs-foot-locker): 13.2% against 4.8% Share of Search.
- [Decathlon vs Pro:Direct: compare search popularity](/demand/uk/compare/decathlon-uk-vs-pro-direct): 13.2% against 2.2% Share of Search.
- [Foot Locker vs Pro:Direct: compare search popularity](/demand/uk/compare/foot-locker-vs-pro-direct): 4.8% against 2.2% Share of Search.

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

- In September 2026, Sports Direct gained share of searches among sports retailers in the United Kingdom, from 50.1% to 53.8%.
- In September 2026, Pro:Direct gained share of searches among sports retailers in the United Kingdom, from 1.7% to 2.2%.
- In September 2026, JD Sports lost share of searches among sports retailers in the United Kingdom, from 27.4% to 24.1%.
- In September 2026, Decathlon lost share of searches among sports retailers in the United Kingdom, from 14.9% to 13.2%.
- 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.
- 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 | 53.8% | 3.4M | -18.1% | Sports Direct |
| 2 | JD Sports | 24.1% | 1.5M | -33.0% | JD SPORTS FASHION NZ PTY LIMITED |
| 3 | Decathlon | 13.2% | 823K | -32.5% | Decathlon |
| 4 | Foot Locker | 4.8% | 301K | -18.2% | Foot Locker |
| 5 | Pro:Direct | 2.2% | 135K | 0.0% | Pro:Direct |
| 6 | SportsShoes.com | 1.9% | 118K | 0.0% | SportsShoes.com |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Sports Direct | 3.4M | 49.7% | 1 |
| Oct 2025 | JD Sports | 1.8M | 27.2% | 2 |
| Oct 2025 | Decathlon | 823K | 12.2% | 3 |
| Oct 2025 | Foot Locker | 450K | 6.7% | 4 |
| Oct 2025 | Pro:Direct | 165K | 2.4% | 5 |
| Oct 2025 | SportsShoes.com | 118K | 1.8% | 6 |
| Nov 2025 | Sports Direct | 4.1M | 46.3% | 1 |
| Nov 2025 | JD Sports | 2.7M | 31% | 2 |
| Nov 2025 | Decathlon | 1M | 11.3% | 3 |
| Nov 2025 | Foot Locker | 673K | 7.6% | 4 |
| Nov 2025 | SportsShoes.com | 175K | 2% | 5 |
| Nov 2025 | Pro:Direct | 165K | 1.9% | 6 |
| Dec 2025 | Sports Direct | 4.1M | 45.1% | 1 |
| Dec 2025 | JD Sports | 3.4M | 36.9% | 2 |
| Dec 2025 | Decathlon | 823K | 9.1% | 3 |
| Dec 2025 | Foot Locker | 550K | 6.1% | 4 |
| Dec 2025 | Pro:Direct | 135K | 1.5% | 5 |
| Dec 2025 | SportsShoes.com | 120K | 1.3% | 6 |
| Jan 2026 | Sports Direct | 3.4M | 51.6% | 1 |
| Jan 2026 | JD Sports | 1.5M | 23.1% | 2 |
| Jan 2026 | Decathlon | 1M | 15.4% | 3 |
| Jan 2026 | Foot Locker | 368K | 5.7% | 4 |
| Jan 2026 | SportsShoes.com | 145K | 2.2% | 5 |
| Jan 2026 | Pro:Direct | 135K | 2.1% | 6 |
| Feb 2026 | Sports Direct | 2.7M | 51.8% | 1 |
| Feb 2026 | JD Sports | 1.2M | 23.1% | 2 |
| Feb 2026 | Decathlon | 823K | 15.6% | 3 |
| Feb 2026 | Foot Locker | 301K | 5.7% | 4 |
| Feb 2026 | Pro:Direct | 110K | 2.1% | 5 |
| Feb 2026 | SportsShoes.com | 98.6K | 1.9% | 6 |
| Mar 2026 | Sports Direct | 3.4M | 51.1% | 1 |
| Mar 2026 | JD Sports | 1.8M | 27.9% | 2 |
| Mar 2026 | Decathlon | 823K | 12.6% | 3 |
| Mar 2026 | Foot Locker | 301K | 4.6% | 4 |
| Mar 2026 | Pro:Direct | 135K | 2.1% | 5 |
| Mar 2026 | SportsShoes.com | 118K | 1.8% | 6 |
| Apr 2026 | Sports Direct | 3.4M | 49.4% | 1 |
| Apr 2026 | JD Sports | 1.8M | 27% | 2 |
| Apr 2026 | Decathlon | 1M | 14.8% | 3 |
| Apr 2026 | Foot Locker | 368K | 5.4% | 4 |
| Apr 2026 | SportsShoes.com | 118K | 1.7% | 5 |
| Apr 2026 | Pro:Direct | 110K | 1.6% | 6 |
| May 2026 | Sports Direct | 4.1M | 54.4% | 1 |
| May 2026 | JD Sports | 1.8M | 24.3% | 2 |
| May 2026 | Decathlon | 1M | 13.3% | 3 |
| May 2026 | Foot Locker | 368K | 4.9% | 4 |
| May 2026 | SportsShoes.com | 120K | 1.6% | 5 |
| May 2026 | Pro:Direct | 110K | 1.5% | 6 |
| Jun 2026 | Sports Direct | 3.4M | 46.7% | 1 |
| Jun 2026 | JD Sports | 2.2M | 31.2% | 2 |
| Jun 2026 | Decathlon | 1M | 13.9% | 3 |
| Jun 2026 | Foot Locker | 368K | 5.1% | 4 |
| Jun 2026 | Pro:Direct | 135K | 1.9% | 5 |
| Jun 2026 | SportsShoes.com | 83.9K | 1.2% | 6 |
| Jul 2026 | Sports Direct | 3.4M | 47.8% | 1 |
| Jul 2026 | JD Sports | 1.8M | 26.1% | 2 |
| Jul 2026 | Decathlon | 1.2M | 17.4% | 3 |
| Jul 2026 | Foot Locker | 368K | 5.3% | 4 |
| Jul 2026 | Pro:Direct | 135K | 1.9% | 5 |
| Jul 2026 | SportsShoes.com | 100K | 1.4% | 6 |
| Aug 2026 | Sports Direct | 4.1M | 50.1% | 1 |
| Aug 2026 | JD Sports | 2.2M | 27.4% | 2 |
| Aug 2026 | Decathlon | 1.2M | 14.9% | 3 |
| Aug 2026 | Foot Locker | 368K | 4.5% | 4 |
| Aug 2026 | Pro:Direct | 135K | 1.7% | 5 |
| Aug 2026 | SportsShoes.com | 118K | 1.4% | 6 |
| Sep 2026 | Sports Direct | 3.4M | 53.8% | 1 |
| Sep 2026 | JD Sports | 1.5M | 24.1% | 2 |
| Sep 2026 | Decathlon | 823K | 13.2% | 3 |
| Sep 2026 | Foot Locker | 301K | 4.8% | 4 |
| Sep 2026 | Pro:Direct | 135K | 2.2% | 5 |
| Sep 2026 | SportsShoes.com | 118K | 1.9% | 6 |

## What is being compared

- **Decathlon**: Measured on the search term “decathlon”.
- **Foot Locker**: Measured on the search term “foot locker”.
- **JD Sports**: Measured on the search term “jd sports”.
- **Pro:Direct**: Measured on the search term “pro direct”.
- **Sports Direct**: Measured on the search term “sports direct”.
- **SportsShoes.com**: Measured on the search terms “sportsshoes” and “sportsshoes.com”, summed into one figure.

- [Decathlon](/demand/uk/brands/decathlon-uk)
- [Foot Locker](/demand/uk/brands/foot-locker)
- [JD Sports](/demand/uk/brands/jd-sports)
- [Pro:Direct](/demand/uk/brands/pro-direct)
- [Sports Direct](/demand/uk/brands/sports-direct)
- [SportsShoes.com](/demand/uk/brands/sportsshoes)

## 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 sports retailers in the United Kingdom?

In September 2026, Sports Direct was the most searched among sports retailers in the United Kingdom, with an estimated 3.4M branded searches, 53.8% of all searches for the six we track.

## Cite this page

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

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