Foot Locker vs JD Sports:Which is more popular?
In September 2026, JD Sports had more branded searches than Foot Locker among shoe retailers in the United Kingdom. JD Sports had about 1.5 million branded searches, while Foot Locker had 301,000. JD Sports made up 23.2% of all shoe retailer searches we track, and Foot Locker accounted for 4.7%. When we asked ChatGPT and Google AI Overviews about shoe retailers, JD Sports appeared in three of the four answers and Foot Locker in two. JD Sports was mentioned before Foot Locker in every answer that named either.
Who do people search for more?
JD Sports, about 5 searches for every 1 for Foot Locker
Who does AI mention more?
JD Sports, mentioned in 3 of 4 answers, Foot Locker in 2
Who does AI recommend more?
JD Sports, named ahead of Foot Locker in 3 of 3 answers
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Top shoe retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, JD Sports was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Foot Locker was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. JD Sports was listed before Foot Locker in every answer that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
schuh1st- JD Sports2nd
Office3rd
Sports Direct4th
Clarks5th
Foot Locker6th
Kurt Geiger–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- schuh4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- JD Sports3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Office3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Sports Direct2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Clarks2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Foot Locker2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Kurt Geiger0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about shoe retailers
4 answers
Asked ChatGPT
“Where should I buy shoes and trainers in the UK?”
Asked ChatGPT
“What are the best shoe shops in the UK?”
Asked ChatGPT
“Which UK shoe shop has the best range of trainers?”
Searched Google, AI Overview
“shoe shops”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“shoes”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 22, 2026.
Is Foot Locker or JD Sports more popular in search?
This chart shows how often people search Google for Foot Locker and JD Sports by name. Each line represents a brand's share of searches for all seven shoe retailers we track, month by month, from searches in United Kingdom.
Share of searches by month for JD Sports, Foot Locker. The figures are in the table below the chart.
View monthly share of searches table
| Month | Sports Direct | JD Sports | schuh | Clarks | Foot Locker | Office | Kurt Geiger |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 47.4% | 25.9% | 9.5% | 6.4% | 6.4% | 2.8% | 1.6% |
| Nov 2025 | 43.7% | 29.3% | 10.7% | 4.8% | 7.2% | 2.6% | 1.8% |
| Dec 2025 | 41.5% | 34% | 10.2% | 4.6% | 5.6% | 2.5% | 1.7% |
| Jan 2026 | 50.2% | 22.5% | 10.1% | 6.7% | 5.5% | 2.5% | 2.5% |
| Feb 2026 | 51.2% | 22.8% | 8.4% | 6.9% | 5.6% | 3.1% | 2.1% |
| Mar 2026 | 49.9% | 27.3% | 8.2% | 5.5% | 4.5% | 3% | 1.6% |
| Apr 2026 | 48.8% | 26.7% | 8% | 6.6% | 5.4% | 2.9% | 1.6% |
| May 2026 | 53.6% | 24% | 7.2% | 5.9% | 4.8% | 2.6% | 1.8% |
| Jun 2026 | 45.9% | 30.7% | 7.5% | 6.2% | 5% | 2.8% | 1.9% |
| Jul 2026 | 48% | 26.2% | 7.9% | 7.9% | 5.3% | 2.9% | 1.9% |
| Aug 2026 | 47.9% | 26.3% | 7.9% | 9.6% | 4.3% | 2.4% | 1.6% |
| Sep 2026 | 51.8% | 23.2% | 8.5% | 7% | 4.7% | 3.1% | 1.7% |
How has the Foot Locker and JD Sports comparison changed over the last 12 months?
3 findings
- JD Sports was ahead of Foot Locker in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Foot Locker’s share of searches among shoe retailers in the United Kingdom moved from 6.4% to 4.7%, and its estimated monthly branded searches moved from 450K to 301K.
- Across the 12 months ending September 2026, JD Sports’ share of searches among shoe retailers in the United Kingdom moved from 25.9% to 23.2%, and its estimated monthly branded searches moved from 1.8M to 1.5M.
How did search popularity change for United Kingdom shoe retailers in September 2026?
2 changes
In September 2026, JD Sports lost share of searches among shoe retailers in the United Kingdom, from 26.3% to 23.2%.
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.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Foot Locker’s and JD Sports’ 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.
Foot Locker
1 branded search term
- foot locker
JD Sports
1 branded search term
- jd sports
Other head-to-heads among shoe retailers
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