--- title: "Decathlon vs Ellis Brigham: Which is searched more in the United Kingdom?" description: "Is Decathlon or Ellis Brigham 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/decathlon-uk-vs-ellis-brigham" publisher: "Brandwave" --- # Decathlon vs Ellis Brigham: Which is searched more in the United Kingdom? Is Decathlon or Ellis Brigham 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**: Decathlon and Ellis Brigham - **Competitive set**: Outdoor retailers - **Market**: United Kingdom - **Month measured**: Sep 2026 - **Decathlon Share of Search**: 37.8% - **Ellis Brigham Share of Search**: 1.5% ## Is Decathlon or Ellis Brigham more popular in search? - 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%. - 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. ## 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. 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? - 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. ## Month by month | Month | Decathlon estimated searches | Decathlon Share of Search | Decathlon rank | Ellis Brigham estimated searches | Ellis Brigham Share of Search | Ellis Brigham rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 823K | 31.1% | 1 | 33.1K | 1.3% | 7 | | Nov 2025 | 1M | 31% | 1 | 49.5K | 1.5% | 7 | | Dec 2025 | 823K | 26.3% | 2 | 60.5K | 1.9% | 7 | | Jan 2026 | 1M | 30.5% | 1 | 60.5K | 1.8% | 7 | | Feb 2026 | 823K | 32.3% | 1 | 49.5K | 1.9% | 7 | | Mar 2026 | 823K | 36.8% | 1 | 40.5K | 1.8% | 6 | | Apr 2026 | 1M | 42.3% | 1 | 27.1K | 1.1% | 6 | | May 2026 | 1M | 38.1% | 1 | 27.1K | 1% | 6 | | Jun 2026 | 1M | 38.8% | 1 | 22.2K | 0.86% | 6 | | Jul 2026 | 1.2M | 41% | 1 | 27.1K | 0.91% | 6 | | Aug 2026 | 1.2M | 38.1% | 1 | 33.1K | 1% | 6 | | Sep 2026 | 823K | 37.8% | 1 | 33.1K | 1.5% | 6 | ## How each brand is measured 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**: Measured on the search term “decathlon”. - **Ellis Brigham**: Measured on the search term “ellis brigham”. - [Decathlon profile](/demand/uk/brands/decathlon-uk) - [Ellis Brigham profile](/demand/uk/brands/ellis-brigham) - [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 Decathlon or Ellis Brigham more popular in search? 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%. ## Cite this page Brandwave. "Decathlon vs Ellis Brigham: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/decathlon-uk-vs-ellis-brigham This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/decathlon-uk-vs-ellis-brigham. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.