Decathlon vs Ellis Brigham:Which is more popular?
In September 2026, Decathlon had more branded searches than Ellis Brigham among outdoor retailers in the United Kingdom. Decathlon had about 823,000 branded searches, while Ellis Brigham had 33,100. Decathlon made up 37.8% of all outdoor retailer searches we track, and Ellis Brigham accounted for 1.5%. When we asked ChatGPT and Google AI Overviews about outdoor retailers, Decathlon and Ellis Brigham each appeared in two of the three answers. Ellis Brigham was mentioned before Decathlon in two out of three answers.
Who do people search for more?
Decathlon, about 25 searches for every 1 for Ellis Brigham
Who does AI mention more?
Both were mentioned in 2 of 3 answers.
Who does AI recommend more?
Ellis Brigham, named ahead of Decathlon in 2 of 3 answers
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Top outdoor retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions, Decathlon and Ellis Brigham were each mentioned in two out of three: in two of the three ChatGPT answers. Ellis Brigham was listed before Decathlon in two out of three answers.
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.
GO Outdoors3 of 3Named in 3 of 3 ChatGPT answers
Cotswold Outdoor3 of 3Named in 3 of 3 ChatGPT answers- Decathlon2 of 3Named in 2 of 3 ChatGPT answers
Mountain Warehouse2 of 3Named in 2 of 3 ChatGPT answers- Ellis Brigham2 of 3Named in 2 of 3 ChatGPT answers
Trespass1 of 3Named in 1 of 3 ChatGPT answers
Millets0 of 3Named in 0 of 3 ChatGPT answers
Snow+Rock0 of 3Named in 0 of 3 ChatGPT answers
Blacks0 of 3Named in 0 of 3 ChatGPT answers
See every answer about outdoor retailers
3 answers
Asked ChatGPT
“Where should I buy walking boots and camping gear in the UK?”
Asked ChatGPT
“What are the best outdoor shops in the UK?”
Asked ChatGPT
“Which outdoor shop in the UK has the best waterproof jackets?”
Searched Google, AI Overview
“outdoor shops”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“camping shop”
Google showed no AI Overview for this search.
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 22, 2026.
Is Decathlon or Ellis Brigham more popular in search?
This chart shows how often people search Google for Decathlon and Ellis Brigham by name. Each line represents a brand's share of searches for all nine outdoor retailers we track, month by month, from searches in United Kingdom.
Share of searches by month for Decathlon, Ellis Brigham. The figures are in the table below the chart.
View monthly share of searches table
| Month | Decathlon | GO Outdoors | Mountain Warehouse | Cotswold Outdoor | Millets | Ellis Brigham | Snow+Rock | Blacks | Trespass |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 31.1% | 31.1% | 25.4% | 6.2% | 2.8% | 1.3% | 1.5% | 0.31% | 0.2% |
| Nov 2025 | 31% | 31% | 25.5% | 6.2% | 2.3% | 1.5% | 1.9% | 0.31% | 0.2% |
| Dec 2025 | 26.3% | 31.9% | 26.3% | 7.9% | 2.9% | 1.9% | 2.4% | 0.32% | 0.17% |
| Jan 2026 | 30.5% | 30.5% | 25.1% | 6.1% | 2.8% | 1.8% | 2.8% | 0.37% | 0.16% |
| Feb 2026 | 32.3% | 32.3% | 21.6% | 6.5% | 2.4% | 1.9% | 2.4% | 0.39% | 0.17% |
| Mar 2026 | 36.8% | 30.1% | 20.1% | 6% | 2.7% | 1.8% | 1.8% | 0.36% | 0.2% |
| Apr 2026 | 42.3% | 28.5% | 19% | 5.7% | 2.1% | 1.1% | 0.77% | 0.34% | 0.19% |
| May 2026 | 38.1% | 31.4% | 21% | 5.1% | 2.3% | 1% | 0.56% | 0.31% | 0.21% |
| Jun 2026 | 38.8% | 31.9% | 21.3% | 4.3% | 1.9% | 0.86% | 0.47% | 0.21% | 0.21% |
| Jul 2026 | 41% | 33.6% | 18.5% | 3.7% | 1.7% | 0.91% | 0.41% | 0.18% | 0.15% |
| Aug 2026 | 38.1% | 31.2% | 21% | 5.2% | 2.3% | 1% | 0.69% | 0.31% | 0.21% |
| Sep 2026 | 37.8% | 25.2% | 25.2% | 6.2% | 2.3% | 1.5% | 1% | 0.37% | 0.37% |
How has the Decathlon and Ellis Brigham comparison changed over the last 12 months?
3 findings
- Decathlon was ahead of Ellis Brigham in every measured month of the 12 months ending September 2026.
- 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.
- Across the 12 months ending September 2026, Ellis Brigham’s share of searches among outdoor retailers in the United Kingdom moved from 1.3% to 1.5%, and its estimated monthly branded searches held steady at 33.1K.
How did search popularity change for United Kingdom outdoor retailers in September 2026?
1 change
Ellis Brigham’s share of searches among outdoor retailers in the United Kingdom has gained ground for 3 months in a row, from 0.86% to 1.5% in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Decathlon’s and Ellis Brigham’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.
Decathlon
1 branded search term
- decathlon
Ellis Brigham
1 branded search term
- ellis brigham
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