--- title: "Decathlon vs Pro:Direct: Which is searched more in the United Kingdom?" description: "Is Decathlon or Pro:Direct 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-pro-direct" publisher: "Brandwave" --- # Decathlon vs Pro:Direct: Which is searched more in the United Kingdom? Is Decathlon or Pro:Direct 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 Pro:Direct - **Competitive set**: Sports retailers - **Market**: United Kingdom - **Month measured**: Sep 2026 - **Decathlon Share of Search**: 13.2% - **Pro:Direct Share of Search**: 2.2% ## Is Decathlon or Pro:Direct more popular in search? - In September 2026, Decathlon had more branded searches than Pro:Direct among sports retailers in the United Kingdom. Decathlon had about 823,000 branded searches, while Pro:Direct had 135,000. Decathlon made up 13.2% of all sports retailer searches we track, and Pro:Direct accounted for 2.2%. - Decathlon was ahead of Pro:Direct 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, Pro:Direct’s share of searches among sports retailers in the United Kingdom moved from 2.4% to 2.2%, and its estimated monthly branded searches moved from 165K to 135K. ## Top sports retailers in ChatGPT and Google AI Overviews In three ChatGPT questions and one Google AI Overview, Decathlon appeared in all four answers. Pro:Direct did not appear in any of the four 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 | 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, Pro:Direct gained share of searches among sports retailers in the United Kingdom, from 1.7% to 2.2%. - In September 2026, Decathlon lost share of searches among sports retailers in the United Kingdom, from 14.9% to 13.2%. ## Month by month | Month | Decathlon estimated searches | Decathlon Share of Search | Decathlon rank | Pro:Direct estimated searches | Pro:Direct Share of Search | Pro:Direct rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 823K | 12.2% | 3 | 165K | 2.4% | 5 | | Nov 2025 | 1M | 11.3% | 3 | 165K | 1.9% | 6 | | Dec 2025 | 823K | 9.1% | 3 | 135K | 1.5% | 5 | | Jan 2026 | 1M | 15.4% | 3 | 135K | 2.1% | 6 | | Feb 2026 | 823K | 15.6% | 3 | 110K | 2.1% | 5 | | Mar 2026 | 823K | 12.6% | 3 | 135K | 2.1% | 5 | | Apr 2026 | 1M | 14.8% | 3 | 110K | 1.6% | 6 | | May 2026 | 1M | 13.3% | 3 | 110K | 1.5% | 6 | | Jun 2026 | 1M | 13.9% | 3 | 135K | 1.9% | 5 | | Jul 2026 | 1.2M | 17.4% | 3 | 135K | 1.9% | 5 | | Aug 2026 | 1.2M | 14.9% | 3 | 135K | 1.7% | 5 | | Sep 2026 | 823K | 13.2% | 3 | 135K | 2.2% | 5 | ## How each brand is measured Brandwave collects information about searches that people make online using Decathlon’s and Pro:Direct’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”. - **Pro:Direct**: Measured on the search term “pro direct”. - [Decathlon profile](/demand/uk/brands/decathlon-uk) - [Pro:Direct profile](/demand/uk/brands/pro-direct) - [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 Pro:Direct more popular in search? In September 2026, Decathlon had more branded searches than Pro:Direct among sports retailers in the United Kingdom. Decathlon had about 823,000 branded searches, while Pro:Direct had 135,000. Decathlon made up 13.2% of all sports retailer searches we track, and Pro:Direct accounted for 2.2%. ## Cite this page Brandwave. "Decathlon vs Pro:Direct: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/decathlon-uk-vs-pro-direct This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/decathlon-uk-vs-pro-direct. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.