--- title: "Blacks vs Decathlon: Which is searched more in the United Kingdom?" description: "Is Blacks or Decathlon more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Outdoor retailers set in the United Kingdom. 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/compare/blacks-outdoor-vs-decathlon-uk" publisher: "Brandwave" --- # Blacks vs Decathlon: Which is searched more in the United Kingdom? Is Blacks or Decathlon more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Outdoor retailers set in the United Kingdom. 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 - **Compared**: Blacks and Decathlon - **Competitive set**: Outdoor retailers - **Market**: United Kingdom - **Month measured**: Sep 2026 - **Blacks Share of Search**: 0.37% - **Decathlon Share of Search**: 37.8% ## Is Blacks or Decathlon more popular in search? - In September 2026, Decathlon had more branded searches than Blacks among outdoor retailers in the United Kingdom. Decathlon had about 823,000 branded searches, while Blacks had 8,100. Decathlon made up 37.8% of all outdoor retailer searches we track, and Blacks accounted for 0.37%. - Decathlon was ahead of Blacks in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Blacks’ share of searches among outdoor retailers in the United Kingdom moved from 0.31% to 0.37%, and its estimated monthly branded searches held steady at 8.1K. - Across the 12 months ending September 2026, Decathlon’s share of searches among outdoor retailers in the United Kingdom moved from 31.1% to 37.8%, and its estimated monthly branded searches held steady at 823K. ## Top outdoor retailers in ChatGPT and Google AI Overviews In three ChatGPT questions, Decathlon was mentioned in two out of three: in two of the three ChatGPT answers. Blacks did not appear in any of the three answers. 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 | All answers that named it | | --- | --- | --- | --- | | Cotswold Outdoor | 1st | 3 of 3 | 3 of 3 | | GO Outdoors | 2nd | 3 of 3 | 3 of 3 | | Ellis Brigham | 3rd | 2 of 3 | 2 of 3 | | Decathlon | 4th | 2 of 3 | 2 of 3 | | Mountain Warehouse | 5th | 2 of 3 | 2 of 3 | | Trespass | 6th | 1 of 3 | 1 of 3 | | Millets | Not ranked | 0 of 3 | 0 of 3 | | Snow+Rock | Not ranked | 0 of 3 | 0 of 3 | | Blacks | Not ranked | 0 of 3 | 0 of 3 | ## Every AI answer about outdoor retailers - Asked ChatGPT "Where should I buy walking boots and camping gear in the UK?": 1. Cotswold Outdoor, 2. GO Outdoors, 3. Decathlon, 4. Mountain Warehouse, 5. Trespass - Asked ChatGPT "What are the best outdoor shops in the UK?": 1. Cotswold Outdoor, 2. Ellis Brigham, 3. GO Outdoors, 4. Decathlon, 5. Mountain Warehouse - Asked ChatGPT "Which outdoor shop in the UK has the best waterproof jackets?": 1. Cotswold Outdoor, 2. Ellis Brigham, 3. GO Outdoors Not named in any answer: Millets, Snow+Rock and Blacks. Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 22, 2026. ## How did search popularity change for United Kingdom outdoor retailers in September 2026? Neither Blacks nor Decathlon moved beyond provider rounding among outdoor retailers in Sep 2026. ## Month by month | Month | Blacks estimated searches | Blacks Share of Search | Blacks rank | Decathlon estimated searches | Decathlon Share of Search | Decathlon rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 8.1K | 0.31% | 8 | 823K | 31.1% | 1 | | Nov 2025 | 9.9K | 0.31% | 8 | 1M | 31% | 1 | | Dec 2025 | 9.9K | 0.32% | 8 | 823K | 26.3% | 2 | | Jan 2026 | 12.1K | 0.37% | 8 | 1M | 30.5% | 1 | | Feb 2026 | 9.9K | 0.39% | 8 | 823K | 32.3% | 1 | | Mar 2026 | 8.1K | 0.36% | 8 | 823K | 36.8% | 1 | | Apr 2026 | 8.1K | 0.34% | 8 | 1M | 42.3% | 1 | | May 2026 | 8.1K | 0.31% | 8 | 1M | 38.1% | 1 | | Jun 2026 | 5.4K | 0.21% | 8 | 1M | 38.8% | 1 | | Jul 2026 | 5.4K | 0.18% | 8 | 1.2M | 41% | 1 | | Aug 2026 | 9.9K | 0.31% | 8 | 1.2M | 38.1% | 1 | | Sep 2026 | 8.1K | 0.37% | 8 | 823K | 37.8% | 1 | ## How each brand is measured Brandwave collects information about searches that people make online using Blacks’ and Decathlon’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. - **Blacks**: Measured on the search term “blacks outdoor”. - **Decathlon**: Measured on the search term “decathlon”. - [Blacks profile](/demand/uk/brands/blacks-outdoor) - [Decathlon profile](/demand/uk/brands/decathlon-uk) - [All outdoor retailers in the United Kingdom](/demand/uk/categories/uk-outdoor-retailers): The set both shares are measured inside, 9 brands. ## 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 ### Is Blacks or Decathlon more popular in search? In September 2026, Decathlon had more branded searches than Blacks among outdoor retailers in the United Kingdom. Decathlon had about 823,000 branded searches, while Blacks had 8,100. Decathlon made up 37.8% of all outdoor retailer searches we track, and Blacks accounted for 0.37%. ## Cite this page Brandwave. "Blacks vs Decathlon: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/blacks-outdoor-vs-decathlon-uk This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/blacks-outdoor-vs-decathlon-uk. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.