--- title: "Decathlon vs Foot Locker: Which is searched more in the United Kingdom?" description: "Is Decathlon or Foot Locker more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Sports 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-foot-locker" publisher: "Brandwave" --- # Decathlon vs Foot Locker: Which is searched more in the United Kingdom? Is Decathlon or Foot Locker more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Sports 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 Foot Locker - **Competitive set**: Sports retailers - **Market**: United Kingdom - **Month measured**: Sep 2026 - **Decathlon Share of Search**: 13.2% - **Foot Locker Share of Search**: 4.8% ## Is Decathlon or Foot Locker more popular in search? - In September 2026, Decathlon had more branded searches than Foot Locker among sports retailers in the United Kingdom. Decathlon had about 823,000 branded searches, while Foot Locker had 301,000. Decathlon made up 13.2% of all sports retailer searches we track, and Foot Locker accounted for 4.8%. - Decathlon was ahead of Foot Locker in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Decathlon’s share of searches among sports retailers in the United Kingdom moved from 12.2% to 13.2%, and its estimated monthly branded searches held steady at 823K. - Across the 12 months ending September 2026, Foot Locker’s share of searches among sports retailers in the United Kingdom moved from 6.7% to 4.8%, and its estimated monthly branded searches moved from 450K to 301K. ## Top sports retailers in ChatGPT and Google AI Overviews In three ChatGPT questions and one Google AI Overview, Decathlon appeared in all four answers. Foot Locker was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Decathlon was listed before Foot Locker in every answer. 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. ## How did search popularity change for United Kingdom sports retailers in September 2026? - In September 2026, Decathlon lost share of searches among sports retailers in the United Kingdom, from 14.9% to 13.2%. - 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. ## Month by month | Month | Decathlon estimated searches | Decathlon Share of Search | Decathlon rank | Foot Locker estimated searches | Foot Locker Share of Search | Foot Locker rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 823K | 12.2% | 3 | 450K | 6.7% | 4 | | Nov 2025 | 1M | 11.3% | 3 | 673K | 7.6% | 4 | | Dec 2025 | 823K | 9.1% | 3 | 550K | 6.1% | 4 | | Jan 2026 | 1M | 15.4% | 3 | 368K | 5.7% | 4 | | Feb 2026 | 823K | 15.6% | 3 | 301K | 5.7% | 4 | | Mar 2026 | 823K | 12.6% | 3 | 301K | 4.6% | 4 | | Apr 2026 | 1M | 14.8% | 3 | 368K | 5.4% | 4 | | May 2026 | 1M | 13.3% | 3 | 368K | 4.9% | 4 | | Jun 2026 | 1M | 13.9% | 3 | 368K | 5.1% | 4 | | Jul 2026 | 1.2M | 17.4% | 3 | 368K | 5.3% | 4 | | Aug 2026 | 1.2M | 14.9% | 3 | 368K | 4.5% | 4 | | Sep 2026 | 823K | 13.2% | 3 | 301K | 4.8% | 4 | ## How each brand is measured Brandwave collects information about searches that people make online using Decathlon’s and Foot Locker’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”. - **Foot Locker**: Measured on the search term “foot locker”. - [Decathlon profile](/demand/uk/brands/decathlon-uk) - [Foot Locker profile](/demand/uk/brands/foot-locker) - [All sports retailers in the United Kingdom](/demand/uk/categories/uk-sports-retailers): The set both shares are measured inside, 6 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 Foot Locker more popular in search? In September 2026, Decathlon had more branded searches than Foot Locker among sports retailers in the United Kingdom. Decathlon had about 823,000 branded searches, while Foot Locker had 301,000. Decathlon made up 13.2% of all sports retailer searches we track, and Foot Locker accounted for 4.8%. ## Cite this page Brandwave. "Decathlon vs Foot Locker: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/decathlon-uk-vs-foot-locker This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/decathlon-uk-vs-foot-locker. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.