On vs Puma:Which is more popular?
In September 2026, On had more branded searches than Puma among running shoe brands in the United Kingdom. On had about 14,800 branded searches, while Puma had 4,400. On made up 9.7% of all running shoe brand searches we track, and Puma accounted for 2.9%. When we asked ChatGPT and Google AI Overviews about running shoe brands, Puma appeared in three of the five answers and On in one. Puma was mentioned before On in two out of three answers that named either.
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Top running shoe brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Puma was mentioned in three out of five: in two of the 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. Puma was listed before On in two out of three answers 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 On or Puma more popular in search?
This chart shows how often people search Google for On and Puma 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 On, Puma. 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 On and Puma comparison changed over the last 12 months?
3 findings
- On was ahead of Puma in every measured month of the 12 months ending September 2026.
- 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.
- Across the 12 months ending September 2026, Puma’s share of searches among running shoe brands in the United Kingdom moved from 3% to 2.9%, and its estimated monthly branded searches held steady at 4.4K.
How did search popularity change for United Kingdom running shoe brands in September 2026?
1 change
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.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using On’s and Puma’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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