HOKA vs On:Which is more popular?
In September 2026, HOKA and On were level in searches among running shoe brands in the United Kingdom, with an estimated 14.8K branded searches each, at 9.7% of the total each. When we asked ChatGPT and Google AI Overviews about running shoe brands, HOKA appeared in four of the five answers and On in one. HOKA was mentioned before On in every answer that named either.
Who do people search for more?
HOKA and On are searched for about as often as each other.
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Top running shoe brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, HOKA was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. On was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. HOKA was listed before On in every answer that named either.
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.
ASICS5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
HOKA4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Nike3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Adidas3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Brooks3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Puma3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
New Balance2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
On1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Altra1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Saucony1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about running shoe brands
5 answers
Asked ChatGPT
“Which running shoes should I buy?”
Asked ChatGPT
“What are the best running shoe brands?”
Asked ChatGPT
“What are the best running shoes for beginners?”
Searched Google, AI Overview
“running shoes”
Searched Google, AI Overview
“best running shoes”
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 26, 2026.
Is HOKA or On more popular in search?
This chart shows how often people search Google for HOKA and On by name. Each line represents a brand's share of searches for all 12 running shoe brands we track, month by month, from searches in United Kingdom.
Share of searches by month for HOKA, On. The figures are in the table below the chart.
View monthly share of searches table
| Month | Nike | Adidas | ASICS | HOKA | On | Brooks | New Balance | Altra | Saucony | Inov-8 | Puma | Mizuno |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 18.6% | 12.4% | 8.3% | 12.4% | 10.1% | 8.3% | 8.3% | 4.5% | 4.5% | 8.3% | 3% | 1.3% |
| Nov 2025 | 20.9% | 11.4% | 9.3% | 11.4% | 11.4% | 7.6% | 7.6% | 3.4% | 4.2% | 9.3% | 2.3% | 1.2% |
| Dec 2025 | 20.9% | 11.4% | 9.3% | 11.4% | 11.4% | 7.6% | 9.3% | 3.4% | 4.2% | 7.6% | 2.3% | 1.2% |
| Jan 2026 | 21% | 14.1% | 9.4% | 9.4% | 7.7% | 7.7% | 9.4% | 3.4% | 6.3% | 7.7% | 2.8% | 1.2% |
| Feb 2026 | 17.8% | 14.6% | 9.7% | 9.7% | 7.9% | 9.7% | 9.7% | 4.3% | 6.5% | 6.5% | 2.4% | 1.2% |
| Mar 2026 | 18.8% | 15.4% | 8.4% | 10.3% | 8.4% | 8.4% | 8.4% | 3.8% | 8.4% | 5.6% | 2.5% | 1.4% |
| Apr 2026 | 20.1% | 16.5% | 9% | 9% | 7.4% | 7.4% | 9% | 4.9% | 7.4% | 4.9% | 3.3% | 1.2% |
| May 2026 | 18.9% | 15.5% | 8.4% | 10.3% | 8.4% | 8.4% | 8.4% | 4.6% | 6.9% | 5.6% | 3.1% | 1.4% |
| Jun 2026 | 19% | 15.5% | 8.5% | 10.3% | 8.5% | 8.5% | 6.9% | 4.6% | 6.9% | 6.9% | 3.1% | 1.3% |
| Jul 2026 | 19.3% | 15.8% | 8.6% | 10.5% | 8.6% | 8.6% | 7.1% | 4.7% | 7.1% | 5.8% | 2.6% | 1.4% |
| Aug 2026 | 18.3% | 15% | 8.2% | 10% | 10% | 8.2% | 8.2% | 4.5% | 6.7% | 6.7% | 3% | 1.3% |
| Sep 2026 | 17.8% | 14.6% | 9.7% | 9.7% | 9.7% | 8% | 8% | 6.5% | 6.5% | 5.3% | 2.9% | 1.2% |
How has the HOKA and On comparison changed over the last 12 months?
3 findings
- HOKA was ahead of On in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, HOKA’s share of searches among running shoe brands in the United Kingdom moved from 12.4% to 9.7%, and its estimated monthly branded searches moved from 18.1K to 14.8K.
- Across the 12 months ending September 2026, On’s share of searches among running shoe brands in the United Kingdom moved from 10.1% to 9.7%, and its estimated monthly branded searches held steady at 14.8K.
How did search popularity change for United Kingdom running shoe brands in September 2026?
2 changes
In September 2026, ASICS overtook HOKA and On to rank 3rd among running shoe brands in the United Kingdom, with 9.7% of the searches.
Estimated monthly branded searches for HOKA in the United Kingdom fell 18.2% over 12 measured months, from 18.1K to 14.8K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using HOKA’s and On’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.
Other head-to-heads among running shoe brands
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